Which social platforms deserve a place in your paid plan?
Only the ones your audience actually uses to make decisions. We plan paid social across Meta, LinkedIn, TikTok, X, Pinterest, Snapchat, Reddit and Nextdoor, then run the platforms that fit your brief - matched to the right formats, creative and objectives rather than to whatever is fashionable.
What we do
Social media marketing helps you engage the right audience and drive measurable results, not just build a presence. We set the strategy, shape the creative, target precisely and report clearly - across Meta (Facebook and Instagram), LinkedIn, TikTok, X, Pinterest, Snapchat, Reddit and Nextdoor. Which platforms make the plan depends on where your audience is and what they are there to do.
Formats matter as much as platforms. Short-form video, Reels and Stories, conversational and community placements each suit different objectives, and we match the format to the job rather than running one creative everywhere.
What you get
A paid social plan built around your audience, with clear objectives for each platform. Creative direction that respects how people use each feed. Precise targeting, ongoing optimisation, and reporting that ties spend to the outcomes you care about. Campaigns run in your own ad accounts, so the audiences and learning stay with you.
Social as part of the mix
Paid social rarely works in isolation. We plan it alongside paid search, programmatic and digital display so the channels support one another rather than competing. Our retail and e-commerce work, including Cream Cornwall, shows paid social working within a wider performance mix - you can see more in retail and e-commerce and fashion and apparel.
Common questions
How do you choose which platforms to run?
We start with your audience and objectives, then match them to where people actually spend attention and how they behave there. A B2B lead campaign and a consumer awareness push will usually call for very different platforms and formats. We only recommend the ones that earn their place.
Do you handle the creative as well as the buying?
We provide creative direction and can work with your assets, your studio or ours to make sure the creative suits each format. Reels, Stories, static and video all behave differently, so getting the format right is part of the plan, not an afterthought.
Is paid social suitable for B2B?
Yes. LinkedIn in particular supports precise professional targeting, and other platforms can play a role depending on the audience. We plan B2B social around the buying committee and the longer decision cycle rather than treating it like consumer response.
Who owns the ad accounts and audiences?
You do. We run campaigns in your own accounts wherever possible, so custom audiences, pixel data and campaign history remain yours if the relationship changes.
Want paid social planned around your audience?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief.