Facebook, Instagram, and LinkedIn campaigns built for conversion, not followers. Every campaign tied to cost per lead and return on ad spend.
London has one of the most active social media advertising markets in Europe. The difference between campaigns that produce leads and campaigns that produce engagement is how they are structured from the start.
An East London restaurant group with three sites was spending £900 a month on boosted posts and seeing no measurable uplift in bookings.
Boosted posts are not ads. They push content to people who already follow the page, occasionally reaching a slightly wider audience, but with no targeting control and no conversion objective. The restaurant had thousands of Instagram followers and almost no mechanism to turn them into bookings.
A proper Facebook Ads account replaced the boosted posts: conversion-objective campaigns targeting people within 3 miles of each restaurant, lookalike audiences based on past bookers, retargeting for website visitors who had not converted. The creative shifted from food photography to time-limited offers tied to specific reservation slots. Month three produced 187 new bookings attributed directly to the campaigns. The ad spend stayed at £900.
187 new bookings in month three. £900 monthly spend. Average booking value of £45 per head.Organic social media, posting content, building a following, managing comments, is brand maintenance. It keeps your existing audience warm. Paid social is different: it puts your business in front of people who have never heard of you, who match the profile of your best customers, at the moment when they are most likely to respond. For a London restaurant, that is reaching people within 2 miles who follow food accounts and have no dinner plans for Saturday. For a London accountancy, it is reaching business owners in the right postcodes who have recently engaged with content about tax planning. The targeting capability of Meta and LinkedIn advertising is the most powerful direct marketing tool most London SMEs are not using correctly.
The best marketing does not feel like marketing. It feels like the right message appearing at exactly the right time.
For London consumer businesses, paid social fills the gap that Google Ads cannot. Google captures people who are already searching. Meta reaches people before they search, building the mental availability that makes your business the one they think of when they do. The two channels work best together: paid social builds reach and retargeting lists, Google Ads converts the high-intent buyers.
Social advertising that builds your audience and converts them, rather than boosting posts into the void.
Conversion-objective campaigns on Meta targeting London audiences by location, interest, behaviour, and lookalike profile. We set up proper conversion tracking, build audience segments, and manage creative testing so we know what produces leads and what does not.
Lead generation campaigns targeting London business owners, directors, and decision-makers by job title, company size, and industry. LinkedIn costs more per click than Meta but the lead quality for B2B is significantly higher. We manage sponsored content, message ads, and lead gen forms.
Campaigns that follow up with people who visited your website but did not convert. London website visitors are expensive to acquire. Retargeting converts more of them into enquiries by staying visible after they leave. We build segmented retargeting audiences for each stage of your sales funnel.
We build lookalike audiences from your existing customers, interest-based audiences from your target profile, and custom audiences from your email list and website traffic. The targeting determines the cost per lead more than the ad creative does.
We write the ad copy and brief the creative direction for your campaigns. Social ads need to stop a scroll, not just look professional. We test multiple angles, hooks, and formats to find what your London audience responds to.
Monthly reporting on reach, clicks, leads generated, cost per lead, and return on ad spend. Every number tied to business outcomes, not social metrics. We also report on what we tested, what we found, and what we are changing next month.
Get a free paid social audit for your London business. We will review your current social spend, identify what is wasting budget, and show you what a properly structured campaign would look like.