Organic reach isn’t dead, but it’s a unicorn for most B2B brands.
In 2024, paid social is more important than ever. Your buyer’s journey often starts or ends with an ad click, so it’s critical you build a foundation of conversion tracking, compelling offers, first-party audiences, and scalable content.
If that’s music to your ears, we can help.
(If that just sounds like a fancy way of saying “we make ads”, we can help you too.)
client paths →
Our clients use paid social media to reach prospects, inspire their advocates, and close more deals. Where should we start?
reach future customers (brand)
Need to make an impression with future buyers? Organic is scratching the surface. Before they can remember your message, it needs to find them. We’ll build brand-building, sponsored content campaigns that help you get more bang for every buck spent on organic social assets.
book more meetings (performance)
Looking to ramp up a new customer acquisition channel? We’ll launch cross-channel conversion campaigns that test creative angles, sync with your CRM, trigger followup sequences, and report out regularly.
which channels do we support?
We manage millions of dollars in annual B2B paid social campaign spend on three primary platforms. When you're ready to scale past them, we have ideas too...
B2B LinkedIn ads
LinkedIn is our most active paid social channel for clients, and for two good reasons: quality and quantity. Use LinkedIn Ads to reach future customers, nurture target account lists, or capture qualified leads from the most robust database of professionals in the world.
B2B Meta ads
There’s no shortage of opportunity on Facebook and Instagram: Broaden your reach of potential prospects? Nurture video viewers with sequential ad messages? Retarget site visitors with lead forms? Check, check, check.
B2B YouTube Ads
B2B buyers use YouTube like the rest of us: to get better, get inspired, and get away for an hour. We’ll position your brand in front of locked-in prospects with pre-roll content they’ll remember or click.
better ad creative lowers CPL by 18%
As Blend Labs ramped up ABM, social, content, and demand gen campaigns before their IPO, they built lots of long-form content, but lacked effective creative to market them. Sculpt provided expedited creative for high-impact campaigns at a high production value—without sacrificing precious internal resources.
In one campaign example, Sculpt creative had a 50% higher CTR and dropped CPL by 18% compared to the benchmarked campaign.
500+ qualified leads in year one
Economic Development group ICR IOWA tapped Sculpt to generate candidate leads for an ambitious new program. We created a Meta-based acquisition funnel that leveraged a series of playful hero videos to sell their offer. Through iterative testing we dropped CPLs below $20, hit our six-month target in three months, and their end-of-year goal under budget.
In the years since, we expanded to LinkedIn with the help of Message Ads, launched loads of creative assets, and fully trained their team on HubSpot.
We’ve passed our six-month goal in three months and show no signs of slowing down. Additionally, the leads that we’re getting are more qualified than ever before.
paid social media strategy
In our first ~100 days together, our aim is to generate qualified leads from your most valuable customer profiles. Here's how we do it.
1. audit and opportunities
In our Opportunity Assessment, we’ll audit your past ads, uncover holes in your tracking system, build a list of opportunities, and share our findings.
2. goal clarity
How will we measure progress? What’s a reasonable CPL for our budget? After discussions on personas and traction goals, we will agree on the targets.
3. campaign strategy
We’ll present a paid social ad and targeting strategy focused on your most valuable prospects and offer(s). We’ll also confirm conversion tracking and CRM integrations fire properly.
4. campaign launch
We launch paid campaigns in primary channels (usually LinkedIn), then use insights from our campaign analysts to improve results, week-after-week.
frequently asked questions about paid social
We know what you're thinking.
Am I a good fit for paid social media advertising?
Paid social is a powerful channel to drive targeted B2B leads. However, it’s rarely the first, only, or cheapest channel you should use to acquire customers.
We have found a few factors that make us a good fit to work together on performance-based paid social campaigns:
- At least one marketing team member to serve as liaison
- A clear understanding of customer acquisition cost and revenue goals
- A sales process and team to close marketing-generated leads
- A CRM to track and nurture leads (or willingness to use HubSpot)
- A website that can convert leads and generates organic traffic
- A customer lifetime value or average deal above $5000
- Pre-existing assets and offer(s) we can repurpose for social ads
- Historical social media and traffic data we can analyze
Does that sound like you? Get a proposal from a paid social strategist.
How long are your contracts?
Clients review paid social goals, budgets, and overall performance on a quarterly basis. We ask for a six-month commitment to setup ad infrastructure properly, gather baseline data, and complete two campaign cycles. We understand you need results fast and we can typically launch campaigns quickly by repurposing your existing assets.
How much should I budget for paid social media ads?
According to Gartner’s CMO survey, marketers allocated 26% of their budgets towards paid media, and spent 22% on agency fees. Your paid media budget should be calculated based on the goals it’s supporting. You will need a clear understanding of how many leads and customers you need to generate each quarter, their annual revenue or lifetime value, and your expected conversion rate from lead-to-close. From there, we can help with the projections and ad cost benchmarks.
How do you price your paid social agency services?
We scope paid campaign management (builds, optimization, reporting) separate from creative production (ads and copy). Our fees typically range from $4200 – $10,000/mo for a blend of paid campaign management across 1-3 channels, monthly creative builds, ongoing testing, and regular reporting. Your advertising budget and goals will help us set the right package. Regardless of budget, all of our paid scope of works include the flexibility to scale up or down. You can explore our social media pricing page for more options.
Do you offer paid social training?
The best way to learn is to work alongside us. If you’re looking to bring your in-house team up-to-speed with paid platforms, our team can provide the direction they need in the form of dashboard walkthroughs and post-campaign analysis during our engagement.