The product is new and people are not searching for it yet
Search demand is low, so audiences need to be found through interests, behaviour or similarity to existing customers.
Marketing
Targeted social media advertising
We show ads to people based on interests, behaviour and similarity to your customers, even if they are not yet searching for your product. We prepare campaigns, test audiences and creatives, and assess target actions rather than likes.
What paid social advertising means at Eqvola
Advertising to people who are not yet searching. On social media, people scroll rather than type a query. The audience and creative therefore matter: will the ad catch attention and clearly explain your offer?
We choose platforms for the audience. Most often, these are Facebook and Instagram through Meta, plus TikTok, LinkedIn for B2B and other relevant networks. There is no mandatory platform bundle.
Paid advertising is not page management. Posts, stories and follower communication belong to SMM. Here, we manage paid campaigns: audiences, creatives, budget and analysis.
The account and budget are yours. Ad spend is paid separately into your advertising account. Platforms control reviews and restrictions, so we check creatives and copy against their policies before launch.
We do not promise enquiries or a fixed cost per enquiry. Impression prices depend on auctions and seasonality; enquiries depend on the product, offer and sales handling. We are responsible for reasoned tests and clear conclusions.
When you need this service
The product looks good in photos and videos
Clothing, interiors, food, events and services with visible results. Social media's visual formats are appropriate here.
Ads are running but enquiries are scarce
We review audiences, creatives, the campaign objective and landing page to find where people stop.
The audience has tired of the creatives
The same banners have run for months and responses keep falling. A regular system for testing new messages and formats is needed.
You need enquiries through a messenger or form
We configure message, lead-form or website-visit campaigns and agree how enquiries reach salespeople.
You may need something else
Need ongoing page management and regular content → Social media management — full-service SMM
Need advertising videos from real users → Full-service UGC content
Want to reconnect with website visitors or profile viewers → Remarketing and audience re-engagement
What paid social advertising includes
Campaign planning
- selecting platforms and campaign objectives;
- audience segments: interests, behaviour and lookalike audiences;
- a test plan: what we test and which metric we use;
- checking the pixel and website event transmission.
Creatives
- advertising messages for different segments;
- static banners and short videos within the agreed scope;
- adaptation for feeds, stories and Reels;
- checks against platform policies.
Management and analysis
- launch and cost monitoring;
- analysis of target actions and cost per enquiry;
- disabling weak creatives and audiences;
- a report with conclusions and a plan for further tests.
HOW WE WORK
How the work progresses
You approve audiences, creatives and the test budget. We launch, analyse and recommend next steps.
- 01
Brief and readiness checks
We clarify the product, audience and geography, and check the landing page, pixel and enquiry handling.
- 02
Hypotheses
We define the audiences, messages and formats to test. Deliverable: a budgeted test plan for your approval.
- 03
Creatives and setup
We prepare copy and visuals, build campaigns and complete platform review.
- 04
Testing
We launch tests and monitor costs. We do not declare a winner after a few random enquiries.
- 05
Develop or reconsider
We develop what produces relevant enquiries, stop what does not work and explain why.
What you receive
A test plan
Audiences, messages, formats and assessment metrics.
A set of creatives
Approved banners, videos and copy for different segments.
Configured campaigns
Campaign and audience structures in your advertising account.
Reports with findings
What worked, what did not and what we test next.
What we need from you
- role-based access to Meta Business or other advertising accounts, without sharing passwords;
- the brand's social pages on whose behalf ads run;
- photos, videos and brand materials, where available;
- offer terms and answers to common customer questions;
- someone to approve creatives and a salesperson who responds promptly to enquiries.
Without timely responses to new enquiries, it is difficult to assess advertising fairly.
What determines the cost
Ways to work together
A test launch: hypotheses, creatives, setup and analysis of the first round of tests.
Ongoing management: continual tests, creative updates, optimisation and reporting.
What determines the cost
- the number of platforms and campaigns;
- the number of audience segments and regions;
- the monthly volume of creatives;
- the need for video or shoots.
What is paid for separately
- advertising spend, paid into your own advertising account;
- shoots, UGC and paid stock materials.
FAQ
Paid social advertising questions
Can’t find your question?
Send it through the form and we will reply.
Go to formHow does paid social advertising differ from SMM?
SMM manages pages: posts, stories and follower communication. Paid social advertising buys impressions for selected audiences with a specific objective. They are often combined, but involve different tasks and budgets.
Do we need a website for paid social advertising?
Not always. Enquiries can be collected through lead forms within the social network or through a messenger. Product information and prompt responses are still necessary.
What if the advertising account is restricted?
The platform decides on restrictions, so we cannot promise to lift them. We help identify the reason, submit an appeal and fix policy violations.
Are any sectors restricted?
Yes. Finance, employment, property, health, politics and certain other sectors have special advertising or targeting rules. We check these before planning so campaigns do not rely on unavailable settings.
Do you create the ads or do we?
Both arrangements are possible. We prepare banners and short videos within the agreed scope or use your materials. Separate shoots or UGC are agreed additionally. All questions and answers
Marketing · group 04
Advertising and customer acquisition
- Search and shopping ads
- Targeted social media advertising
- Display and video advertising
- Telegram advertising
- Lead generation and performance marketing
- Remarketing and audience re-engagement
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.