Services / Paid Media / Paid social
Meta and LinkedIn campaigns built around who you’re actually selling to: from broad-reach consumer to LinkedIn-led B2B, with the targeting and creative to match.
For brands whose buyer isn’t searching yet: you have to reach them before they know they need you.
B2B right-buyer targeting · Bella Private Markets
LinkedIn · B2B reach
Bella Private Markets: LinkedIn-led paid built to reach a specific institutional buyer, five conversion events tracked.
LinkedIn Ads
Meta
right-buyer targeting
Search catches the buyer who’s already looking. Paid social reaches the one who isn’t: which means the targeting and the creative do all the work.
We build the audience strategy, the creative, and the campaign structure for the platform that fits your buyer: Meta for reach and consumer volume, LinkedIn for high-value B2B where the right job title is worth more than a thousand cheap impressions.
For Bella, a Harvard-professor-led private-markets firm, LinkedIn is the primary channel, because the buyer is a specific institutional decision-maker, not a crowd. Channel choice is a judgment call, and we make it from experience.
Paid-social creative for LowKey Cannabis: 1:1 feed unit.
Automation to scale proven offers, manual audiences for retargeting and for B2B where broad delivery wastes reach, and a slice held back for testing new creative.
Reach-and-conversion campaigns for consumer and broad-audience brands.
Job function, seniority and company targeting, with native Lead Gen Forms wired to your CRM, so the objective you set is an objective that can actually fire.
Static, carousel, and video built for the feed: stop-the-scroll, not stock.
Browser pixel and server-side CAPI running deduplicated, with hashed email pushed until Event Match Quality clears 8: because a degraded signal costs you optimization, not just reporting.
Creative and audience tests run continuously, winners scaled, losers cut.
We choose the channel from your buyer, not a default.
The two levers that actually move paid social.
Continuous creative testing, budget toward what converts.
How the work splits
AI drafts
AI does the first pass
human-finished: the part you feel
The platform’s algorithm optimizes delivery; AI helps us cut and version creative fast. The call on who your buyer actually is, and what stops their scroll, is human. On LinkedIn especially, getting the audience wrong burns budget faster than anywhere else.
LinkedIn-led paid for Bella · Partner-tracked, five conversion events wired in, built to find the right institutional buyer
Both, in a deliberate split. Advantage+ needs volume to work: Meta’s automation optimizes well once an ad set clears roughly 50 conversion events a week and starves below that. We typically run Advantage+ to scale proven offers, manual audiences for warm retargeting and for B2B where broad targeting wastes reach, and hold a slice back for testing new creative concepts.
The learning phase is the period where Meta’s delivery system is still working out who to show your ad to. It exits once an ad set accumulates roughly 50 optimization events in seven days. Significant edits (budget, targeting, creative, or the optimization event) reset it, because they change the problem the system was solving. That is why fragmenting budget across many small ad sets underperforms consolidating it.
Yes: run both, deduplicated. The browser pixel and the server-side Conversions API send overlapping events; Meta matches them on a shared event ID and keeps the union of the identifiers, so the redundancy raises match rate rather than double-counting. Browser-only setups lose a meaningful share of Safari and iOS signal, and that loss shows up as worse optimization, not just worse reporting.
Event Match Quality is Meta’s 0–10 rating of how well your event data identifies a real person. Aim for 8 or above on purchase and lead events; below about 6 the algorithm is optimizing on a degraded signal. The single biggest lever is passing a hashed email with every event: adding it typically moves the score several points on its own. Phone, name, and click ID help further.
Because you are bidding for a scarce professional audience rather than general reach, LinkedIn clicks routinely cost several times a comparable Meta click. That is the wrong metric to judge it on. If one closed deal is worth five figures, cost per qualified opportunity is what matters, and LinkedIn’s ability to filter by job function, seniority, and company size is what makes that number work.
Lead Gen Forms win on submission rate; landing pages win on lead quality. Pre-filled native forms strip out friction, so far more people convert, but a smaller share turn out to be qualified. A landing page asks for effort, and effort filters. Use forms for top-of-funnel content offers where volume feeds nurture, and landing pages for demo or consultation offers where sales time is the scarce resource.
LinkedIn will let you launch above 300 members, but delivery turns erratic and CPMs inflate well below about 20,000: the auction cannot optimize inside a pool that small. When the real target is a few hundred named accounts, we widen with job function and seniority instead of job title, or run the tight list as a retargeting layer behind a broader prospecting campaign.
