Paid social that is judged on orders, not engagement

It runs acquisition on the social platforms as a measured channel: building and testing creative, structuring prospecting and retargeting so they are not bidding against each other, keeping the tracking honest, and reporting against the business number rather than the platform one. For a Shopify brand the work is mostly creative volume and measurement discipline. The targeting levers that agencies used to sell have largely been automated by the platforms, which is why an ecommerce facebook ads agency earns its fee on what it feeds the algorithm and how it reads the result.

Usually Meta, because the audience data and the buying intent are deeper, and because it is the platform your existing customer list is most useful on. TikTok earns its place when the product demonstrates well in motion and the buyer skews younger, and it rewards a different creative rhythm, so it is not a matter of re-uploading the Meta assets. Pinterest is the quiet one worth testing for home, apparel, and gifting, where the platform behaves more like a search engine than a social feed. We would rather run one platform properly than three thinly.

More than most brands expect, and less than agencies imply. The constraint is not volume for its own sake, it is having enough genuinely different angles in rotation that the account is never relying on one winner. A brand producing a handful of new concepts a month, each with variations, is usually in the right territory. If you cannot sustain that, we would rather build a smaller, cheaper program that survives than sell you a scale plan that starves in month three.

Because each platform claims credit for any order it touched inside its own attribution window, and those windows overlap. Meta counts a sale, Google counts the same sale, and the two reports together describe a business earning more than it did. This is not fraud, it is the platforms measuring themselves. The correction is to hold one blended number, use conservative windows, and run the switch-off test: turn a campaign off, and if revenue does not move it was claiming orders rather than creating them.

Yes, and it is often the better arrangement, because nobody knows your product like the people already making things for it. What we bring is the testing structure, the brief, and the read on what the data says to make next. Where it breaks down is when nobody owns the queue, and creative arrives in bursts that do not match the account, so we agree cadence and ownership up front rather than discovering the gap in month two.

Search advertising captures demand that already exists: somebody typed the thing they want. Paid social creates it, interrupting someone who was not looking. That difference changes everything downstream, including how long the payback takes, what creative has to do, and how patient the measurement has to be. Most brands need both, but they should not be judged by the same yardstick or on the same timescale, which is why they are separate pages here.