Paid Social: Meta and TikTok
Paid social planned from the same margin and payback numbers as search. Creative testing, audience strategy, CAPI set-up and incrementality tests, so the reported results match the sales in the business.
What you get
Who this is for
- Brands where Meta or TikTok is the second biggest line on the media plan and nobody is sure what it adds.
- Teams running social in-house who want the measurement and testing done properly.
- Businesses whose agency reports a ROAS the finance team does not recognise.
What Joseph does
Platform-reported attribution can overstate incremental impact. Joseph sets up the Conversions API and server-side events so the platforms see real sales, then runs holdout tests so the business knows the incremental effect. Budgets are then set to what the tests show, not to what the ads manager reports.
Creative is the main lever on social. Joseph builds a testing framework: a fixed number of new creatives a month, a clear hypothesis for each, a decision rule for what wins and what gets cut. The framework outlives him.
Where this fits
Paid social scaled alongside paid search, SEO, affiliates and app marketing in the betting and gaming programme, under one measurement discipline.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.