Start with a free marketing strategy audit Start improving conversions with a free marketing strategy audit
Our blog

11 Paid Social Strategies Proven to Work

newspaper-icon
time-icon
7 min read
Written by: Tara Johnson
Tara Johnson Senior Content Strategist

Tara Johnson is a marketing strategist with 10+ years of experience in digital strategy, content creation, and advertising. At Power Digital, she leads content planning, creating high-impact resources that boost visibility and drive results. Tara believes in no magic wands—just smart content and a passion for sustainable, authentic growth.

Reviewed by: Power Digital
Power Digital Growth Marketing Partner

Power Digital is a full-service growth marketing agency helping brands accelerate their revenue with data, strategy, and execution. Known for our award-winning teams and nova technology, we bring clarity to complexity and build marketing that scales.

To Top

Paid social advertising is more complex than ever. With algorithm changes, shifting consumer behaviors, and rising competition for attention, marketers must be strategic to drive meaningful results. The good news? While the landscape may be evolving, some core paid social strategies continue to deliver measurable success across industries.

In this article, we break down 10 proven paid social strategies brands are using right now to increase engagement, conversions, and return on ad spend. From audience targeting to creative formats, these tactics are designed to help performance marketers maximize every dollar spent.

1. Start with Clear Campaign Objectives

Every successful paid social strategy starts with clarity. Before launching any campaign, define your primary objective: are you looking to drive awareness, engagement, website traffic, or conversions? Each goal requires a tailored approach.

For instance:

  • Awareness: Use video view campaigns or reach objectives to cast a wide net.
  • Engagement: Choose formats like polls or carousels to drive interaction.
  • Traffic: Link click campaigns with compelling CTAs.
  • Conversions: Utilize lead generation forms or dynamic product ads.

By aligning your campaign setup and creative format with your objective, you increase your chances of success right out of the gate.

2. Use Audience Segmentation and Layered Targeting

Blanket targeting is no longer effective. Today’s high-performing paid social strategies rely on precise audience segmentation.

Break your audience into smaller groups based on behaviors, demographics, interests, and funnel stages. Then, layer your targeting to ensure relevance:

  • Lookalike audiences: Build audiences modeled after your best customers.
  • Retargeting: Reach users who have visited your site, engaged with past ads, or watched videos.
  • Exclusion lists: Remove converters or irrelevant segments to reduce wasted spend.

This layered approach allows you to deliver the right message to the right person at the right time.

3. Leverage High-Converting Creative Formats

Creative is one of the most important levers in paid social performance. Platforms reward content that feels native and keeps users engaged.

Focus on:

  • Platform-specific creative: Use Reels and Stories on Instagram, carousels on Facebook, and vertical video on TikTok.
  • Thumb-stopping visuals: High-contrast images and motion-driven graphics stand out.
  • Bold headlines and concise CTAs: Make it clear what action the user should take.

At Power Digital, we recommend continually refreshing your creative assets to combat ad fatigue and keep engagement high. We also leverage tools like nova Creative Affinity to help our clients optimize ad content and allocate budgets effectively by identifying high-performing creatives. Want to learn more? Check out nova!

4. Test, Optimize, Repeat

No matter how confident you are in a campaign, always test. A/B testing remains one of the most effective paid social strategies.

Experiment with:

  • Different headlines and CTA language
  • Visual styles and video lengths
  • Audience segments and placements

Use each platform’s analytics and conversion tracking to monitor results and make data-backed decisions. Small optimizations can drive significant performance improvements.

5. Use Retargeting to Capture Missed Opportunities

Most users don’t convert on the first touchpoint—which makes retargeting essential. Retargeting allows you to re-engage users who showed interest but didn’t take action.

Top retargeting audiences include:

  • Website visitors
  • Cart abandoners
  • Video viewers (75%+ completion)

Serve these users personalized messaging or stronger offers to bring them back and close the conversion loop.

6. Invest in Lookalike Audiences

Scaling efficiently is a top priority for any paid social strategy. Lookalike audiences offer a way to expand your reach while maintaining quality.

Create lookalikes based on:

  • High-value customers
  • Email subscribers
  • Recent converters

These audiences share similar traits and behaviors with your current best customers, making them more likely to convert. Test different lookalike percentages (1%, 2%, 5%) to find your sweet spot.

7. Incorporate User-Generated Content (UGC)

Consumers crave authenticity. That’s why UGC has become a go-to tactic for performance marketers.

Types of UGC that perform well:

  • Customer testimonials
  • Product review snippets
  • Influencer-style demo videos

UGC helps build trust, improves engagement rates, and often feels more relatable than polished brand content. Bonus: it can lower your production costs, too.

8. Match Messaging to Funnel Stage

Not all users are at the same stage in their journey—so your messaging shouldn’t be either.

  • Top of funnel: Focus on value-driven content that educates or entertains.
  • Middle of funnel: Use proof points like reviews, comparisons, or product benefits.
  • Bottom of funnel: Lean into urgency, discounts, or risk-free guarantees.

Matching your creative and offers to buyer intent helps increase relevance and drives more efficient conversions.

9. Align Landing Pages with Ad Messaging

A seamless user experience from ad to landing page is critical. When users click an ad, they expect consistency.

Ensure alignment in:

  • Visuals: Use the same imagery or product shots
  • Copy: Mirror your headline and key messaging.
  • CTA: Match the ad’s call to action with the landing page offer.

This consistency builds trust, reduces bounce rates, and improves conversion performance.

10. Use Automated Rules and Budget Scaling

Efficiency is key in paid social advertising, especially as campaigns grow. Automated rules can help streamline management and ensure performance is maintained.

Example rules:

  • Pause ads with high CPA after a threshold is hit
  • Increase budget on high ROAS campaigns

When scaling, take a gradual approach:

  • Increase budgets incrementally
  • Expand to new lookalike or interest-based audiences
  • Replicate top-performing campaigns across other platforms

These tactics help maintain performance while expanding your reach.

11. Leverage AI for Personalization, Predictive Analytics, and Beyond

The convergence of AI and social media is transforming how brands anticipate and capitalize on emerging trends. Through advanced analytics, brands can now:

  • Analyze online search behavior and social media conversations
  • Understand purchasing patterns at scale
  • Identify shifts in consumer interest well before they become mainstream

Nicollette Guido, Senior Account Director of Growth Marketing at Power Digital, highlights the impact of AI on inventory management: 

“Inventory planning used to be reactive. Now, AI lets brands predict demand with precision—especially for limited-edition or seasonal beauty drops. That’s a game-changer for both profitability and customer satisfaction.”

While AI technology is still relatively new, its promising results are encouraging expert marketers to continuously learn and scale its application. From hyper-personalized marketing to demand forecasting, leveraging AI effectively can give brands a competitive edge in today’s fast-paced digital landscape.

Build a Strategy With Experts Who Know Your Audience

The best paid social strategies aren’t static. They evolve with your audience, the platform, and your business goals. Facing economic headwinds, such as rising interest rates or tariffs, many companies consider bringing their marketing efforts in-house as a way to cut costs and gain more control. 

While this may seem like an attractive option, with certain benefits there are significant challenges and hidden pitfalls that can negatively impact total marketing return on investment, performance, efficiency, and growth. 

The Hidden Pitfalls of In-House Marketing: Why Going In-House Might Not Be the Right Choice for Your Business” explains why building an in-house marketing team may actually hold your business back—and why partnering with an experienced paid media agency or a paid social agency  is often the smarter choice.

Looking to scale your paid social campaigns with a partner who gets performance? Power Digital’s expert team is ready. Let’s talk strategy!

 

Our Editorial Standards

Reviewed for Accuracy

Every piece is fact-checked for precision.

Up-to-Date Research

We reflect the latest trends and insights.

Credible References

 Backed by trusted industry sources.

Actionable & Insight-Driven

Strategic takeaways for real results.

Author

Tara Johnson
Tara Johnson Senior Content Strategist

Tara Johnson is a marketing strategist with 10+ years of experience in digital strategy, content creation, and advertising. At Power Digital, she leads content planning, creating high-impact resources that boost visibility and drive results. Tara believes in no magic wands—just smart content and a passion for sustainable, authentic growth.

Power Resources

Get access to top of the line resources for your brand and business.

Visit our Resource Page