Paid Social Management

Paid social management is the planning, building, and optimization of advertising campaigns across paid social media channels. TwoRoads Strategy runs paid social on Instagram, Facebook, LinkedIn, and YouTube, using the same stories that carry our organic work. 

Campaigns We Manage

Campaign strategy and audience definition. Creative — ad copy, static design, and video cutdowns built for the placement rather than resized from something else. Account build and pixel or conversion tracking. Ongoing testing and budget reallocation. And monthly reporting that ties spend to outcomes you actually care about, not impressions.

Which Platforms We Run

Meta (Facebook and Instagram) — the workhorse for local service businesses, nonprofits, events, and recruiting. 

LinkedIn — expensive per click and worth it for B2B, executive visibility, and hiring for skilled roles.

YouTube — for video you have already produced, put in front of a defined audience.

Paid Campaigns Anchored in Storytelling

A campaign built on a real customer telling a real story will outperform a well-targeted campaign built on stock imagery and a discount, usually by a wide margin. This is why paid media sits inside our storytelling practice rather than beside it. It also means the video and photography produced for your organic channels do double duty in paid, which can lower the real cost of both.

 

Frequently asked questions

How much should we spend on paid social advertising?

TwoRoads Strategy will evaluate your goals, audience targets, and creative, then recommend a minimum monthly media budget. Management fees are billed separately from media spend, which clients pay platforms directly and retain full ownership of.

Do you run Google Ads as well as paid social?

We have trusted partners we bring in to support each client’s search strategy. Operating as one team, TwoRoads and our partners can manage search campaigns using organic social assets, including video, to meet your goals.

Who owns the ad accounts and data?

You do. TwoRoads Strategy builds campaigns inside ad accounts owned by your organization, and we request access rather than creating accounts under our own. If the engagement ends, your accounts, audiences, pixel data, and creative stay with you. Ad accounts created under an agency umbrella are a common lock-in tactic, and we do not use it.