Social media marketing
Paid social, creative made to be tested, creator campaigns and measurement you could put in front of a board. The target is new customers at a price you can live with.
The person on the call is the person who would build the campaign.
A note from us: most of the social budgets we inherit are spent reaching people who already knew the brand anyway. It is the easiest reach to buy and the easiest to take credit for. So we go and find the people who have never heard of you. Give us ninety days and you will know what a customer costs you on social.
Where the budget goes
Budget follows the audience and the numbers, never the platform with the best sales team.
Two ways to buy social
They are sold as one thing almost everywhere, which is why so many businesses pay for one and expect the other. Here is the honest split.
Campaigns built to put your brand in front of people who do not follow you and have no idea you exist yet, and to turn a share of them into customers.
The day to day. Someone senior plans the month, makes the content, publishes it, answers the people who get in touch and reports on what it did.
Most clients end up with both, because a campaign that lands on a neglected profile leaks money and a beautifully run profile that nobody new ever sees is a hobby. Bought together it costs less than buying them separately, since the same person plans both and the content works twice.
Where we come in
Different words every time, and underneath them the same problem: the money is being spent where it is easiest to spend, not where it is needed.
Look at where the spend actually went and most of it is chasing people who had already visited the site, already read an email or already bought once. Warm audiences are cheap and they convert beautifully, which is exactly why they flatter a report. Very little of that budget introduced the brand to anybody.
Targeting gets pored over for hours and the creative gets made once, on the Thursday before launch, by whoever had a free afternoon. It is the wrong way round. The advert itself decides most of the outcome, and it is the only part nobody is testing.
The platform claims one number, the accounts show another and the meeting turns into an argument about attribution rather than a decision about next month. Until everyone agrees which number is the true one, no amount of optimising will settle anything.
What a campaign is made of
Take the lot or take the pieces you are missing. Plenty of clients already have the creative and want the buying and the measurement, and that is a sensible way to spend the money.
Who is worth reaching, what we are putting in front of them and why they would stop. Half the campaigns we are asked to fix are fine mechanically and are simply selling the wrong thing to the wrong people, which no amount of bidding will rescue.
Every idea goes out as a small family of variants: different hooks, different opening seconds, different formats for different placements. We shoot what needs shooting, cut what you already have and keep the winners in a library so nothing starts from scratch.
Meta, TikTok, LinkedIn, Pinterest, YouTube, X and Reddit where each earns its place. Structured accounts, deliberate testing, clean naming and budget that moves towards whatever is working. The ad account stays in your name and on your card.
The right creators found, briefed properly and contracted, with usage rights that let you run the best of it as paid media afterwards. That last part is where most of the value sits and it is the part most brands forget to buy.
An advert can only take somebody to a door. If the page behind it is slow, vague or asking for eleven fields, the campaign gets blamed for a problem it did not cause. We will tell you when the page is the thing to fix first, even though that is the smaller invoice.
Tracking set up properly, one agreed source of truth, and a monthly page in plain English showing spend, enquiries, sales and what each one cost. No forty slides, no screenshot of a dashboard you already have.
We run this on our own money first. The in-house ventures, TWV Store and TWV Sport among them, are marketed with the same structure, so nothing here is theory we have only ever tried on someone else's budget.
AI and paid social
The reason a small agency can now run the volume of creative that used to need a department is that the boring middle of the job has collapsed in cost. What AI has not done is have the idea, judge the result or take responsibility for the spend. Those three still belong to a person, and on your account that person is named.
How we use AI across the agencyCutdowns, alternative hooks, captions, sizes and placements produced in an afternoon rather than a fortnight. More things in market means the winner turns up sooner and is found by evidence rather than by argument.
The idea, the shoot and the decision about what the brand is saying are still done by people. Fully synthetic advertising is easy to spot, and audiences punish it faster than any brand guideline ever could.
Comment sentiment, creative fatigue and audience overlap sorted and summarised daily, so a fading advert is caught in days instead of being noticed at the end of the month when the money has gone.
A named human approves every advert before it runs and every pound of budget change. In regulated sectors that approval is documented as a matter of course, and everywhere else it is simply what keeps the work good.
How it runs
Social advertising needs long enough to find a pattern and short enough that nobody is trapped. Ninety days is where those two meet.
Ad accounts, tracking, past creative and your actual sales data. We agree what a customer is worth to you and what you can afford to pay for one. Everything afterwards is judged against that figure.
One page covering the audiences, the offer, the platforms and the budget split, then the first round of adverts made and approved by you before anything spends.
Live, watched daily and adjusted weekly. Losing variants come out, winners get more room, and you see what changed and why without having to ask for it.
What a customer cost, what we would scale, what we would stop and whether social is where your next pound genuinely belongs. If the answer is no we will tell you, because the alternative is a client who leaves in month five anyway.
Most people start with the first one. Nobody is asked to sign for a year to find out whether this works.
A properly built test with a real budget behind it and a written answer at the end.
A fixed run with a start and a finish: an opening, a product drop, a rebrand, a peak trading period.
Paid running continuously alongside the channels being managed day to day, planned as one thing.
Our fee and your ad budget are two different things. The budget stays on your own card, in your own account, where you can watch it go out, and we never take a percentage of it.
What we measure
Every ad platform is marking its own homework, and each one counts a sale as its own if it so much as showed an advert nearby. Add the totals up and most businesses find they made two or three times more money than actually reached the account.
So before anything spends we agree which number the decisions get made on. Usually it is yours, from your own system, cross checked against the platforms rather than governed by them. Once that is settled the arguments stop and the meetings get much shorter.
If we cannot tell you what a customer cost, we have not measured the campaign. We have just described it.
Before you ask
Marketing is about reach and revenue: paid campaigns, creative testing and creators, aimed at people who do not know you yet. Management is the running of your own channels day to day, including the posting, the replying and the monthly reporting. The two work far better together than apart, and you can read about the other half on the social media management page.
Enough for the platform to find a pattern rather than guess, which in practice means a budget that produces a steady flow of results each week rather than a trickle. On the first call we will work backwards from what a customer is worth to you and tell you honestly whether the number you have in mind is enough. If it is not, we will say so rather than take it and hope.
You do, from the first day to the last. Accounts sit in your business manager, billing sits on your card, and everything we make is handed over in a folder you control, including the winning adverts and the raw footage. Nothing we build should be difficult to walk away from.
No. Charging a share of the budget rewards an agency for spending more of your money, which is a strange thing to build into a relationship. We quote a fee for the work, it does not rise because your budget did, and the recommendation to spend more or less is made on the numbers rather than on our invoice.
Early signals come within two or three weeks: whether the creative is holding attention, whether the audiences are responding, whether the cost per enquiry is anywhere near the target. A trustworthy answer on cost per customer takes closer to ninety days, because anything shorter is usually a run of good luck being mistaken for a result.
No, though it does narrow the options. Faces outperform almost everything on social, so if anyone in the business is willing we will make it painless and shoot a great deal in one afternoon. Where nobody is, we build around product, place, process, customers and creators, and plenty of accounts do perfectly well that way.
It depends on the platforms, how much creative is being made and whether creators are involved, so we quote after the first call rather than putting a package price on a website. You get the scope and the number on a single page before anything starts, and it does not change unless you agree to it.
Also worth a look
An advert can move somebody one step. Everything after that step is being done by something else on this list.
Book a call
Open your ad account on the screen and we will go through it with you. You will leave with at least one thing worth changing this week, whether or not you ever hire us.
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