Social Media Advertising.
Paid social built for B2B.
Most paid social is built for DTC and bolted onto B2B. We treat B2B paid social as the kernel work it is: tight ICP, high-intent offers, attribution all the way to closed revenue.
Social Media Advertising is a Layer 03 service.
Every service we offer maps to one of four layers. Social Media Advertising sits in the Kernel — the layer that owns revops & hubspot admin.
Social ads tied to pipeline.
Vanity metrics in social ads (impressions, clicks, video views) tell you nothing about whether the channel works for B2B. The right test is whether the ad spend produces deals. We design every campaign with that test in mind.
Tight ICP targeting. High-intent offers (not impressions, not awareness). Real attribution from click to closed revenue. The ad creative lives against the brand. The reporting lives against the pipeline. Most B2B social-ad agencies stop at the click; we stop at the close.
The process.
Discover · channel + ICP fit
Where your buyers actually are. LinkedIn? Meta? YouTube? Audit existing spend. Interview customers about how they discovered you.
Expose · campaign strategy
Per persona, per channel. Targeting strategy. Offer strategy. Ad creative against the brand. Reviewed before launch.
Wire · launch + integrate
Campaigns live. Conversion tracking wired to HubSpot. UTMs that survive the funnel. Lead enrichment running.
Operate · weekly + monthly reporting
Weekly creative iteration. Monthly executive review tied to pipeline. Quarterly strategic shift if a channel isn't working.
Social ads that pull weight.
Things people ask before booking.
Is LinkedIn worth it for B2B?
Usually yes. It's expensive but the targeting is unmatched for B2B. We typically run LinkedIn as the primary channel and use cheaper platforms (Meta, YouTube) for retargeting.
Do you handle the creative?
Yes — copy, design, video. All in-house, against the brand system. We don't ship a strategy and ask you to execute.
How is this different from PPC?
PPC is search-intent-driven. Social is interest-driven. Different motions, different metrics, different timelines. They're complementary; we run them together for most clients.
Do we need to be on HubSpot for this to work?
Strongly preferred. The whole point is that lifecycle data, automation, and reporting all live in one source. We have adapted the model to Salesforce + Pardot and to HubSpot + custom data layers, but timelines double and the kernel is harder to keep clean over time.
What does success look like at 90 days?
Most kernel engagements move you from L1 (Disconnected) to L3 (Instrumented) inside one quarter. That means: clean kernel, working assistants, teams trust the numbers. L4 and L5 are where the compounding starts. L3 is where the pain stops.
See how social media advertising fits into The Kernel.
Ninety minutes inside your portal beats a discovery deck. We come in with a hypothesis about where your kernel breaks, check it against the real data model, and hand you a one-page map of what to fix first.