Paid Social for eCommerce
Reaching potential customers while they browse social platforms
Paid social advertising places ads for your products directly into social media platforms such as Meta (Facebook and Instagram), TikTok and Pinterest while people are browsing them.
Ads are shown based on how people behave online – what they engage with, what they're interested in and how they've interacted with similar brands or products. This allows eCommerce businesses to reach relevant audiences before they actively start searching to buy, and to stay visible when product discovery happens on social platforms.
Rather than waiting for demand to appear, paid social helps introduce products, build familiarity and stay visible during longer decision-making journeys.
Why paid social
matters
Not every customer is ready to buy straight away.
Paid social allows brands to influence decisions earlier by showing up in the environments people spend time in every day. This is particularly effective for discovering new products, reinforcing key messages and reminding people of things they have already seen.
It also provides speed and flexibility. Audiences can be refined, messaging adjusted and performance reviewed quickly, making it easier to understand what resonates and where budget is best spent.
How we approach
paid social
The focus is on relevance and response, not reach for its own sake.
Campaigns are planned around clear commercial goals, such as introducing new products, supporting launches or driving qualified traffic back to site. Ads are targeted using interests, engagement signals and previous interactions to ensure they reach people most likely to respond.
Creative is developed and adapted for each platform, with multiple versions tested to understand which messages, formats and visuals perform best. Budget is then directed towards the activity that demonstrates genuine engagement and commercial value.
How paid social fits
alongside other paid media
Paid social plays a different role to PPC and affiliate activity.
While PPC focuses on capturing demand when customers are actively searching to buy, paid social helps create and reinforce demand earlier. Over time, this supports stronger brand recognition and more efficient conversion when customers move closer to purchase.
Using paid social
to support growth
Paid social is widely used by eCommerce brands to build awareness, generate demand and maintain visibility in competitive markets.
It works particularly well for reaching new audiences, supporting product launches and staying present across longer buying journeys. When managed well, it becomes a reliable channel for driving consideration and supporting sustained growth.
Find out how paid social can support your eCommerce performance.
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