Paid Social Ads (Meta, TikTok)

Most brands treat paid social as a media buy problem. They focus on targeting, bidding, and budget, and hand the algorithm mediocre creative. Then they wonder why performance is flat. The hard truth: in 2024, creative is the targeting. The quality of your ad is the biggest variable in your campaign's performance.

Backstory Creative approaches paid social differently. We start with the creative (concepting, producing, and testing ad content that's built specifically for paid formats), and then we pair it with smart media strategy on Meta and TikTok to make sure the right content reaches the right audience.

Creative built for the feed

We produce paid social creative that competes with organic content for attention, because that's what it's up against. Static ads, short-form video ads, carousel formats, UGC-style content, and motion graphics. All developed from a conversion-focused creative brief and tested against each other to optimize performance.

Meta advertising

Facebook and Instagram remain the most powerful paid social platforms for reaching mid-market and enterprise audiences. We manage Meta campaigns from audience strategy and creative development through to campaign architecture, launch, optimization, and reporting.

TikTok advertising

TikTok's ad platform rewards brands who understand the platform. We produce TikTok-native ad creative that blends into the organic feed, paired with campaign strategy that leverages TikTok's unique targeting and audience tools to drive measurable results.