Paid social on Shopify requires more than running ads. It requires accurate tracking, a clean product feed, and a clear understanding of where your customer is in the buying journey before you spend meaningful budget. We start by establishing the technical foundation, pixel implementation, Conversions API setup, and catalogue configuration, before building campaign structure. From there we manage creative, audience strategy, bidding, and optimisation continuously. Every decision is driven by revenue and ROAS data, not platform vanity metrics.

We work primarily with Meta and TikTok. Meta remains the most mature platform for e-commerce with the strongest targeting capabilities, retargeting infrastructure, and purchase intent signals across Facebook and Instagram. TikTok is increasingly relevant for brands where discovery and upper-funnel awareness drive purchase decisions. Platform selection is always based on where your customers actually are and what your product and margin structure can support, not on which platform is currently trending.

We build campaign structures around the full funnel: prospecting campaigns to reach new audiences, retargeting campaigns to convert engaged visitors, and retention campaigns to drive repeat purchase from existing customers. For most Shopify stores we work primarily with Advantage+ Shopping Campaigns and conversion-focused campaigns, supplemented by dynamic product ads for retargeting. Campaign structure is reviewed and adjusted regularly as the algorithm learns and as creative performance data comes in.

Paid and organic social serve different functions but should reinforce each other. Organic builds brand credibility and gives the algorithm social proof signals that reduce paid CPMs. Paid amplifies content that already performs organically and reaches audiences your organic presence cannot. We look at both together when planning content and budgets, because brands that treat them as separate channels typically underperform those that integrate them.

Accurate attribution is the foundation of every paid social engagement. We implement Meta's Conversions API alongside the standard pixel to capture server-side conversion data that browser-based tracking misses due to ad blockers and iOS privacy restrictions. This gives the Meta algorithm a more complete signal to optimise against and gives you a more accurate picture of actual ROAS. We also configure Google Analytics alongside Meta's own reporting so you can cross-reference attribution models rather than relying on a single source.

Yes. Traffic quality only matters if the landing experience converts. We review and optimise landing pages as part of every paid social engagement, covering page speed, mobile experience, copy hierarchy, and calls to action. For campaigns targeting specific products or promotions we often recommend dedicated landing pages rather than sending traffic to standard collection or product pages, which typically underperform purpose-built pages on conversion rate.

Acquisition and retention require different strategies and different budgets. For acquisition we focus on prospecting campaigns that build qualified audiences efficiently, using lookalikes, interest targeting, and broad audience signals depending on what the data supports. For retention we use dynamic product ads, post-purchase sequences, and lifecycle-based audience segmentation to drive repeat purchase from existing customers. The balance between the two depends on your margins, your customer lifetime value, and where you are in your growth curve.

We report on revenue, ROAS, cost per acquisition, and new customer rate. We do not lead with impressions, reach, or engagement unless those metrics are directly tied to a brand awareness objective. Reporting includes context, what changed, why it changed, and what we are adjusting, so you understand the direction of the account rather than just the numbers. We also distinguish between Meta-reported ROAS and analytics-verified revenue so you have an honest picture of performance.