If you’ve ever hit the “boost” button on a Facebook or Instagram post and crossed your fingers, you’re not alone. Many business owners try paid social media because it seems easy and promising—but without the right setup and strategy, the results are often disappointing.
Whether you’re running ads yourself or working with an agency, one thing’s certain: to make paid social work, your involvement matters. Here’s what you need to know.
1. Paid Social Isn’t Set-and-Forget
One of the biggest mistakes we see is the “launch and leave it” approach. You might start a campaign, set a budget, and assume the platform will take care of the rest. Unfortunately, it doesn’t work that way.
Paid ads need regular attention—checking what’s working, adjusting wording or images, and refining the audience. If no one is looking under the hood, you could waste hundreds (or thousands) of pounds with nothing to show for it.
If you’re working with an agency: Make sure they’re giving you regular updates—not just numbers, but insights. Ask what’s being tested, what’s changed recently, and how things are improving.If you’re doing it yourself: Set aside time each week to review your results. Look beyond clicks—focus on leads, calls, or sales.
2. Your Input is Crucial—Even if You’re Not Running the Ads
Some business owners believe they should hand everything over to an agency and walk away. But the truth is, your knowledge of your product, service, and customer is priceless. Without it, even the best advertisers will struggle to get things right.
You don’t need to know the technical bits—but you do need to stay involved. Your story, values, customer pain points, and seasonal trends are all essential parts of a successful campaign.What you can do: Be available for regular check-ins. Share updates from your sales team, customer feedback, and what’s happening in your business. The more we know, the better your ads will perform.
3. One Great Ad Isn’t Enough—You Need a System
Lots of businesses have that “one ad” they love. It got a few leads, so they run it again… and again… until it stops working. That’s when panic sets in.
Social media platforms are constantly changing, and audiences lose interest quickly. Success comes from building a system—not just a single ad. That means having different messages for different customer types, testing new ideas regularly, and using the data to make smart decisions.What you can do: Think long-term. Instead of looking for a one-hit wonder, build a steady flow of creative ideas and trust your team to test and refine them.
Final Thought: Collaboration Creates Results
If you’re doing your own ads, expect a learning curve—but stay curious and consistent. If you’re working with a team like Born Media Group, know that the best results come when we work with you, not just for you.
Paid social can absolutely drive leads, sales, and growth—but only when the right strategy, creative, and collaboration come together. If you’re ready to get more from your budget, we’re here to help.Need help scaling your paid social results? At Born Media Group, we specialise in crafting performance-led campaigns that cut through the noise and convert. Let’s talk.
