Author: Sarah Stone, President of Stone Graphic and Web Design
Social media can be one of your most powerful tools for brand awareness, lead generation, and conversions—if you know how to use it. Whether you’re considering paid ads or trying to grow organically, this guide walks you through the differences, platforms, demographics, and how to build campaigns that actually work.
Important note: if you run an ad directly through the instagram or TikTok apps, and you use an Apple Device, you will be charged an Apple Service Fee on top of the ad cost.
What You’ll Learn in This Post:
- The key differences between paid and organic social media strategies
- Ad formats across Meta, TikTok, and LinkedIn
- Where to place your ads (in-app vs. business suite)
- Budgeting tips and how to calculate ROI
- Audience demographics per platform
- Actionable steps to launch your next campaign
Paid vs. Organic: What’s the Difference?
Organic social is what you post for free: feed updates, stories, reels, and live sessions. It builds community and brand personality. For example, your mum who likes every single post of yours.
Paid social refers to ads—targeted content that reaches users outside of your followers. Paid ads offer more control, faster reach, and detailed analytics.
Use both together to maximize impact.
Understanding Meta Ads (Facebook & Instagram)
Meta platforms give you powerful tools to reach users through:
- Feed posts
- Stories
- Reels
- Carousels
- Video ads
- Lead forms
Benefits of Meta:
Lower cost per click on Meta Ads between $0.50 and $3.50
Beginner Friendly
Can start with a smaller budget ($20 per ad or more)
Where to Place Meta Ads:
You can place Meta ads through:
- In-app (Boosting a post)
- Meta Business Suite (more advanced, includes targeting, A/B testing, and custom audiences)
TikTok Ads: High Energy, High Engagement
TikTok is perfect for:
- Short, punchy videos
- Trends and storytelling
- High engagement with younger audiences
Formats include:
- In-feed video ads
- TopView (takeover)
- Spark Ads (boosting organic content)
Tip: Authentic, native-feeling content performs best.
Keep in mind, TikTok has a much younger users age, with the average being 13-18. If you are looking to make direct sales for something an older demographic uses, like a hair regrowth cream, this platform isn’t ideal.
LinkedIn Ads: B2B Powerhouse
If your goal is to target professionals or other businesses, LinkedIn is key.
LinkedIn ad types:
- Sponsored posts
- Message ads
- Carousel ads
- Video ads
- Lead gen forms
Best for: B2B marketing (think Dunder Mifflin from the Office), recruitment, and higher-ticket service industries.
Note: Cost per click starts at a higher rate of $3.00.
Understanding Platform Demographics
Knowing where your audience lives online is critical:
- Instagram: Ages 20–40, visual content
- Facebook: Ages 30–60, families, communities
- TikTok: Ages 13–25, high energy, trends
- LinkedIn: Ages 25–55+, professional and educational audience
Budgeting & ROI
Start small, test often. Try:
- $5–$10/day to test messaging and creative
- Use A/B testing to refine performance
- Calculate ROI by tracking conversions vs. spend
Remember: ROI = (Revenue from Ads – Cost of Ads) ÷ Cost of Ads
Let’s Build an Ad Together
1. Pick Your Platform
Which platform aligns with your audience?
2. Define Your Goal
Leads, website traffic, brand awareness?
3. Budget It
How much can you spend per day? Per week?