Social Ads Agency

A Social Ads agency designs, launches and steers your paid advertising campaigns on social networks: Meta (Facebook and Instagram), TikTok, LinkedIn, Snapchat and Pinterest.

Its work covers five areas:

• strategy: which platforms, which objectives, how the budget splits between acquisition and profitability;
• media buying: campaign structures, bidding, audiences, and budget scaling in steps;
• creative strategy: angles, formats, variations and renewal cadence;
• the technical side: tracking, conversion APIs, quality of the signal sent to the platforms;
• measurement: what the campaigns really bring in, beyond the conversions they report.

You will also see the term SMA agency, for Social Media Advertising. It is the same thing, and it is distinct from a social media agency, which works on organic content.

With incrementality tests, which answer a question attribution does not address: what would have happened without the campaign.

We measure at several levels:

• the real cost per acquisition, and the quality of the customers generated (CRM conversion);
• the incremental contribution of the campaigns, established with Causal Impact, geo-lift or conversion lift depending on the context;
• the share of Social in the media mix, and its effect on organic.

In a Causal Impact study run for one of our clients, each Social Ads conversion tracked in GA4 corresponded to 5.7 incremental conversions: the real contribution of the channel moved from 6% to 32%. That result holds for that scope and that period, and it is replayed when the setup changes.

This is the kind of analysis that lets you decide where the next budget goes.

Meta, TikTok and LinkedIn first, Snapchat and Pinterest alongside. The choice is made on your audience and your objective, not on a general ranking.

• Meta Ads (Facebook Ads and Instagram Ads): the widest reach and the most complete format catalogue, from static to product carousel and dynamic formats. The reference channel in e-commerce as well as in lead generation.
• TikTok Ads: the platform that generates demand. Short video, UGC, fast creative iteration, with the native codes of the network.
• LinkedIn Ads: B2B, decision-maker lead generation and recruitment. Fine segmentation by function, industry and company size, steered on cost per qualified lead.
• Snapchat Ads: younger and highly engaged audiences, alongside the other platforms.
• Pinterest Ads: relevant for e-commerce and inspiration-led brands, connected to visual search intent.

In most of the setups we run, two or three platforms cover the need. Adding one is justified by an audience specific to that platform, or by a format your brand knows how to produce.

As a measured performance lever, with a loop in three steps: build the angles, adapt them, read the signals. This is what the paid social market calls creative strategy, and it is a discipline distinct from ad production.

An angle starts from the data: customer verbatims, reviews, search queries, purchase drivers of the most profitable segments. It is then adapted into formats native to each platform (UGC, short video, static, carousel), produced with our marketing studio. We then read performance by angle and by format, not only by campaign, to know what to adapt and what to replace.

The renewal cadence is set on the measured creative fatigue of the account. An account that scales consumes creative faster than an account in steady state, and that is often what caps the budget increase.

Because the platform algorithms optimise from the conversions they receive, and browser-side collection loses part of them.

Adblockers, iOS restrictions tied to App Tracking Transparency and the gradual end of third-party cookies all degrade collection. A server-side setup combined with the conversion API (CAPI on Meta, Events API on TikTok) makes it possible to:

• make collection reliable through a first-party domain;
• send conversions server to server, with a higher match rate;
• enrich the signals sent (value, margin, new customer status);
• deduplicate cleanly between web and server collection.

Combined with Consent Mode and the use of your first-party data, this is what allows the algorithms to work properly in a privacy-first environment.

Three ways of judging a campaign on what it brings to the business. A global ROAS, on the other hand, can mislead: it often favours overexposure to audiences already won, and conversions that would have happened anyway count as much as the rest.

We put in place steering strategies based on:

• real gross margin rather than apparent revenue;
• new customer acquisition, kept distinct from existing customers;
• value observed over time (LTV), against the cost of acquisition;
• campaign incrementality, measured with dedicated tests.

These signals serve twice: they guide our decisions, and we push them back to the platforms so their algorithms optimise towards the same target.

We approach Social Ads as a growth lever, and we hold the four disciplines that growth depends on to the same standard.

Most Social Ads agencies work on the operational management of campaigns: audiences, bids, formats, and reporting on the metrics visible inside the platforms. That is real work, and we do it. Our approach articulates it with three others:

• Media buying, with structures and bids adjusted continuously, and budget scaling in steps whose marginal profitability we track.
• Creative strategy, treated as a measured lever: angles built on the data, formats native to each platform, continuous iteration.
• The technical side, with server-side tracking, conversion APIs and the quality of the data sent to the platforms.
• Measurement, with steering on margin, on new customer acquisition and on incrementality.

It is that articulation which makes it possible to break through the classic performance ceilings, and to grow the channel while keeping a hand on its profitability.

Five criteria will separate them, and they can be checked in a meeting.

• Technical expertise: does the agency master server-side tracking, conversion APIs and privacy issues, or does it subcontract them?
• Business vision: does it steer on displayed ROAS, or on real CPA, margin and incrementality?
• Creative capability: does it produce creatives designed for performance, and at what cadence can it renew them?
• Transparency: is the reporting decision-oriented, with business KPIs? Do you keep ownership of the accounts?
• References: has it worked with companies comparable to yours?

At EdgeAngel, we support brands such as Eduservices, Golf One and Cheval Energy on structuring and scaling their Social Ads campaigns.

Three formats, chosen according to your maturity and your need. We do not run captive 12-month contracts with no exit clause.

• Audit and setup: project-based fee to overhaul account structure, tracking and the creative setup. Useful for a diagnosis before committing.
• Monthly management: ongoing support with dedicated senior consultants. Compensation is indexed on the scope managed, with a floor that guarantees the teams' involvement.
• Consulting and coaching: strategic support for your internal teams or your current agency, without operational management.

In all cases: full access to the accounts, shared reporting, and freedom to leave. We retain clients through the value created.