In a world where scrolling is the new breathing, paid social campaigns are one of the sharpest
tools in a marketer’s kit. Whether you’re launching a new product, boosting brand awareness, or
driving sales, social media ads can turn casual browsers into loyal customers - if you do it right!
But like any powerful tool, paid social can backfire without the right strategy. Let’s break down
the dos and don’ts that separate campaigns that convert from campaigns that crash.
DO Define Your Objective Clearly
Before you touch Meta Ads Manager or TikTok Business Center, know exactly what you want.
Is your goal to build awareness, generate leads, or drive direct conversions?
Brand Awareness: Focus on reach, storytelling, and creative consistency.
Consideration: Use video views, engagement, or website traffic as metrics.
Conversion: Optimize for sales, sign-ups, or specific events like “Add to Cart.”
Too many brands launch campaigns without a clear KPI. The result? Beautiful ads that don’t
actually move the needle. Set one goal per campaign and align every creative, audience, and call-
to-action with it.
DON’T Target Everyone
If your audience is “everyone,” your results will be “no one.” Broad targeting burns budget fast
and delivers low-quality impressions.
Instead, build custom audiences that mirror your actual buyers.
1. Website visitors
2. Lookalike audiences of past customers
3. Email lists
4. Engagement retargeting
Paid social is most effective when it feels personal. A skincare brand targeting “women 18-65”
wastes spend; targeting “women 25-35 interested in cruelty-free skincare and self-care routines”
makes every dollar smarter.
DO Invest in Strong Creative
The creative - your visuals, copy, and hook - is the make-or-break factor of paid social.
Platforms like TikTok, Instagram, and LinkedIn prioritize content that feels native, authentic,
and scroll-stopping.
Some quick tips:
1. Hook early: The first 2–3 seconds decide whether users stay or swipe.
2. Test multiple creatives: Rotate ad variations to avoid fatigue.
3. Design for sound-off: Many users scroll without sound, so make text overlays and
visuals do the talking.
4. Be platform-native: What works on LinkedIn might flop on TikTok. Adapt tone and
format for each platform’s culture.
Pro tip: Use UGC-style ads (user-generated content). They often outperform polished
commercials because they feel more real.
DON’T Ignore Data or Testing
Launching a campaign and walking away is like baking without checking the oven. Paid social
thrives on testing and iteration.
Always A/B test key elements:
• Headlines and CTAs
• Ad copy tone (urgent vs. informative)
• Creative formats (video vs. static)
• Audience segments
Start with small budgets for tests, then scale the winners. Meta, TikTok, and LinkedIn’s
algorithms reward consistency and performance data over time - so turning off underperformers
quickly and doubling down on what works is key.
DO Optimize for the Funnel
Great campaigns aren’t one-size-fits-all. They’re designed to guide people through the
marketing funnel:
2. Consideration: Educational content, testimonials, or demos.
3. Conversion: Strong CTAs, limited-time offers, or clear value propositions.
For example, a coffee brand might first show an ad highlighting its sustainable sourcing, then
retarget viewers with a discount code to try the blend. Building this journey increases conversion
rates and brand loyalty simultaneously.
DON’T Neglect Mobile Experience
More than 90% of social media users are on mobile devices. If your landing page loads slowly, isn’t optimized for small screens, or requires multiple steps to buy - expect drop-offs.
Always test your ad journey from a mobile user’s perspective: Does the link load in under 3 seconds? Is the CTA visible without scrolling? Is checkout smooth and mobile-friendly?
A beautiful ad means nothing if the post-click experience breaks the flow.
DO Keep Up with Platform Trends
Social algorithms and ad formats evolve constantly. What worked last year may flop today.
TikTok now rewards “Spark Ads” that blend organic and paid content. Meta’s Advantage+
Shopping Campaigns rely heavily on machine learning.
Keep an eye on:
• Emerging ad formats (like Instagram Reels ads)
• Shifts in audience behavior (Gen Z’s preference for authenticity over aesthetics)
• Platform updates and privacy changes
Marketers who adapt early get lower CPMs and higher engagement before trends get crowded.
DON’T Forget the Human Element
It’s easy to get lost in metrics and optimization dashboards. But remember: behind every
impression and click is a human being making a decision.
Ads that resonate emotionally perform better. Humor, empathy, storytelling, and authenticity are
your best assets.
Remind your users there’s a real brand - and real value - behind the campaign.
