Paid social
LeadScale runs paid social campaigns on LinkedIn and Meta, from audience targeting and creative through to lead capture and conversion tracking. For B2B programmes, that can mean reaching named accounts, roles and seniority levels rather than waiting for somebody to search.
A paid social agency can generate plenty of responses without knowing which ones matter commercially. LeadScale agrees the programme objective with you, checks responses against the programme criteria before delivery and, where the programme supports it, can return agreed outcomes to the platforms so optimisation has better information to work from.
Reach the accounts and roles that matter
Paid social lets you start with the audience rather than the search.
LeadScale can build audience segments and target campaigns using named accounts, roles, seniority and company attributes. Those segments can use relevant client and programme data together with the matching or modelled inputs available for the programme.
LinkedIn is particularly useful when the buyer can describe the organisations and professional roles they want to reach. We can build LinkedIn audiences from your verified leads and target accounts. Meta gives the programme another route into audiences where it fits the brief.
LeadScale also manages retargeting, audience exclusions and frequency, so the campaign can distinguish between people seeing an advert for the first time and people who have already engaged.
The work is not confined to audience setup. LeadScale writes ad copy and can produce static creative, video and other campaign assets. Audiences, creative and offers can then be tested as the programme develops.
Choose how people respond
A paid-social campaign can collect a response inside the platform or send somebody to the advertiser's own site.
LeadScale runs both approaches.
On-platform lead forms reduce the number of steps between the advert and the submission. Sending traffic to the site gives the advertiser control of the page and the wider journey. The right choice depends on what the campaign needs to achieve and what information needs to be captured.
Where a client needs landing-page work, LeadScale can recommend changes, create pages and support technical implementation.
Whichever route is used, the response still needs to become something the business can work with. Leads from LinkedIn Lead Gen Forms go through the same checks as any other lead.
Give the platforms better outcomes
Lead generation campaigns are easy to count. Useful leads are harder.
Platforms can optimise towards qualified outcomes when those outcomes are available to them. That means the programme needs a way to distinguish between the original submission and what happened afterwards.
The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the Engine and connected systems can be configured around those outcomes.
Where the programme supports it, agreed outcomes can then be returned to LinkedIn or Meta. That gives the platform more useful information for later optimisation than the original lead submission alone.
It is not a fixed loop applied to every campaign. Which outcomes matter and what is returned depend on the programme.
How a paid-social programme runs
- Define who you want to reach. Agree the accounts, roles and other audience criteria relevant to the campaign.
- Choose the response route and build the campaign. LeadScale develops the audiences, advertising and creative, and runs either on-platform lead forms, site traffic or a combination agreed for the programme.
- Check the responses. Leads go through the four quality checks, using the programme's criteria, before delivery. See Lead validation for the underlying mechanism.
- Return useful outcomes where configured. Where the programme supports it, agreed outcomes can go back to the connected platforms and inform later optimisation.
What reaches your team
The campaign produces more than an advertising-platform lead count.
Records that pass the four checks can be delivered into the client's systems, with information about their source and capture travelling with them.
Duplicate and frequency controls can also be applied where the programme includes them.
The result is a paid-social campaign connected to the record your team eventually receives rather than treated as a separate media activity.
For a programme using paid social alongside other sources, see Managed lead generation.
Copia Automation: paid search and social
LeadScale ran Google paid search and LinkedIn paid social for Copia Automation.
How response data is handled
Records created through the programme can carry their source, timestamp, lineage and consent audit trail. Every lead receives the four quality checks, using the programme's criteria.
Those records are processed before delivery into the client's systems.
Frequently asked questions
Should we use LinkedIn lead forms or send people to our website?
LeadScale can run both. The choice depends on the information you need to collect, the journey you want somebody to take and the outcomes the campaign will be measured against.
Can you target named accounts?
Yes. Paid-social targeting can include named accounts, roles, seniority and company attributes. Named-account targeting can also form part of an account-based motion inside a wider managed programme.
Do you work with consumer brands?
Yes. We run paid social for business and consumer programmes.
Can you run paid search as well?
Yes. See paid search and PPC. LeadScale can also run programmatic display and can integrate with connected TV.
What results should we expect?
There is no useful result we can promise before understanding the audience, offer, budget and programme objective. The first job is to agree what the programme should optimise towards and how that outcome will be measured.
What does paid social cost?
Commercial terms depend on the programme and are covered in the discovery conversation.
Bring the audience you want to reach
Bring the accounts, roles or audience criteria that matter, together with the point at which you currently consider a social response worth pursuing.