Why a partner team
Search and social are different crafts. Google Ads captures people who are already looking for you; social ads have to create that interest, and they live or die by creatives. Instead of claiming to be an expert in both, I work with a certified paid social team that I've run projects with.
Who does what
| Me | Partner team |
|---|---|
| Strategy and budget split between search and social | Audiences and campaign setup in Meta Ads Manager |
| Offer and funnel: what we promote and where the traffic goes | Ad creatives and copy, creative testing |
| Tracking: Meta Pixel, Conversions API, the same goals as Google Ads | Day-to-day optimisation of social campaigns |
| One weekly report across both channels | Platform reports and creative performance |
You have one point of contact, and one report showing what each channel costs per lead and per customer.
When paid social makes sense
- Search demand in your niche is small or already fully covered, and you need new customers who aren't searching yet
- Your product is visual, or easy to explain in a short video
- You want to retarget website visitors who didn't convert from search
- You're launching in a new market and want to test the offer quickly
When it doesn't
If people are actively searching for what you sell and your Google Ads aren't profitable yet, fix search first. It's usually the cheaper source of ready-to-buy customers. I'll tell you which situation you're in after the brief.