For a decade, paid social rewarded operators who could slice an audience into a hundred segments. That edge is gone. The algorithm now finds the buyer faster than your targeting ever could — if you give it the right signal. That signal is creative.
Spend measured against pipeline, not clicks
Every campaign should have a job and a number. We kill what only books applause — the post with great engagement and zero opportunities — and we scale the unglamorous ad that quietly fills the calendar.
A great hook in front of the wrong promise still loses. Creative is a revenue lever, not a design exercise.
What we test, in order
- The promise — is this a problem the buyer actually feels?
- The proof — can we show it instead of claiming it?
- The hook — does the first three seconds earn the next thirty?
Targeting still matters at the edges. But if you are arguing about lookalike percentages while your creative says nothing, you are optimizing the wrong half of the account.
CJ
Colin Johnson
Chief Revenue Officer, Northbound