Social Media Advertising

Every engagement starts with a written measurement specification: the Meta Pixel on every page, the Conversions API sending the same events from your server, and a defined event set (PageView, ViewContent, Lead, AddToCart, InitiateCheckout, Purchase and custom events such as an appointment request), each documented and verified in Events Manager.

The Conversions API matters because a browser-side pixel alone misses events blocked by consent choices, tracking prevention and the iOS App Tracking Transparency prompt. As Meta Business Help describes it, the Conversions API creates a direct connection between your server and Meta, so events are shared server-to-server rather than only from the browser; when the same event arrives from both Pixel and server, Meta deduplicates it by matching event name and event ID. We configure that deduplication and monitor Event Match Quality; TikTok's Events API and LinkedIn's conversion tracking follow the same principle.

Attribution windows decide which conversions a platform claims. Meta's default for most conversion campaigns is 7-day click and 1-day view, with alternatives such as 1-day click; TikTok and LinkedIn apply their own windows. We set the window per objective and state it in reporting so months and platforms are compared honestly.

Platform numbers will not match GA4, which applies its own data-driven attribution across all channels. Every ad URL therefore carries UTM source, medium, campaign, content and term parameters under one naming convention, so GA4 shows paid social next to search, organic and email. We read the platform for optimisation and GA4 with your CRM for allocation; an unexpectedly large gap is itself a finding, usually consent, tagging or a broken event.

In paid social the creative is most of the targeting: the platforms' delivery systems, including Meta's Advantage+ options, find the people who respond to an ad, and the agency's job is to give them enough distinct creatives to choose between. We therefore run creative testing as a standing system with a calendar.

Each cycle tests one variable. Hooks first: the opening seconds of a video or the first line of a static, where most drop-off happens. Then angles: the problem, the proof, the objection. Then formats: Reels-style vertical video, static with text, carousel, user-generated content (UGC) from customers or creators, founder-to-camera and demonstration. Every cycle has a hypothesis, a minimum delivery before judgement and a written decision: scale, iterate or retire.

Creator content gets particular attention because it reads as native in the feed. Through our influencer programme we brief creators with ad usage rights included, then run their posts as Spark Ads on TikTok or as partnership ads through whitelisting on Meta: the ad shows the creator's handle while budget, targeting and reporting stay in your account. Rising frequency and falling click-through trigger a refresh from a per-platform library of winning hooks.

Audiences are built by funnel stage. Prospecting uses broad or interest audiences and lookalikes seeded from purchasers or qualified CRM leads, not all site visitors. Consideration re-engages video viewers, profile engagers and visitors who did not act. Conversion-stage remarketing targets cart abandoners, form starters and high-intent page viewers with offer- and proof-led creative, excludes recent converters and respects a frequency ceiling written into the plan.

Budget follows in three steps. The objective selects candidate platforms from the map above. A learning allocation gives each candidate enough spend to leave the learning phase and produce a readable sample of the conversion event; starving four platforms produces four unreadable tests. Monthly reallocation then moves budget towards the platform-and-stage combinations with the lowest cost per qualified outcome, verified in GA4 and your CRM.

Funnel balance is a separate rule: remarketing alone looks efficient because it harvests demand created elsewhere, so a minimum prospecting share is protected and cost per result is judged at account level. Scaling follows a rule, not a feeling: a campaign meeting its target with stable frequency is increased in controlled steps so the delivery system does not reset. Seasonality, stock, clinic capacity and sales capacity are inputs, because a lead nobody can call is not a result.

SEO Evaluate is an official Meta partner and a TikTok Marketing Partner. In practice that means we work inside the platforms' partner tooling and follow Meta Business Help and TikTok's published guidance rather than workarounds; it does not mean preferential pricing or results, and we do not claim either.

Our programmes are built for Türkiye, the Gulf and Europe, and for Persian-speaking audiences outside Iran, with ad copy and landing-page text produced natively in Turkish, English, Arabic and Persian. Right-to-left creative and per-country policy differences for clinics are part of the standard build.

We treat paid social as one part of a paid media programme: search captures intent, social creates and nurtures it, YouTube explains, and GA4 shows how they combine. The paid social review returns a written plan, a measurement specification and a first testing cycle you can act on with or without us.