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The short answer
Paid social is advertising on platforms like Facebook, Instagram and LinkedIn, where you reach people by who they are rather than what they searched. Alan Morgan Group plans the targeting, produces the creative and manages the bids, and holds paid social to the same cost-per-lead goal as paid search. That keeps social from becoming a separate budget that reports likes while search reports revenue.
What you stop doingBoosting posts and hoping.
Search captures demand that already exists. Social creates demand among people who are not searching yet. Paid social tends to win when the product is visual, the buyer can be described by job title, interest or life event, or search volume in your category is too low to scale.
For most local service businesses, search comes first and social adds reach. For B2B, LinkedIn targeting by role and company size often earns its place early.
Audience research, creative production, campaign structure, bidding, retargeting of site visitors, and landing pages that match the ad. Alan Morgan Group produces creative in short cycles so the account always has fresh ads to test, because social ads wear out faster than search ads.
Browser privacy changes have made platform-reported conversions less reliable. Alan Morgan Group sets up server-side conversion tracking where possible and reconciles platform numbers against your CRM, so the cost per lead you see reflects real people who reached your team.
It depends on who buys from you. Facebook and Instagram reach consumers cheaply and work well for local services, healthcare, home services and consumer products. LinkedIn costs more per click but can target by job title, industry and company size, which suits B2B. Alan Morgan Group recommends a platform based on your buyer and your cost-per-lead target, not on habit.
No. Boosting pushes an existing post to more people with limited targeting and almost no control over the goal. A managed campaign sets an objective such as leads, controls audiences, tests several creatives and tracks conversions. Alan Morgan Group almost never recommends boosting, because the same budget in a structured campaign usually produces more leads for less money.
Alan Morgan Group produces the ad creative, including copy, static images and short video, using your brand guidelines and any photography you have. If you already have strong assets we use them. Because social ads wear out quickly, we plan a steady flow of new creative into every program rather than one batch at launch.
Campaigns can produce leads in the first weeks, but the first 30 to 60 days are mostly learning: which audiences, offers and creative perform. Alan Morgan Group shares early results weekly during that period and shifts budget toward what works. Expect a stable cost per lead after the learning phase, not on day one.
In a free 60-minute working session, we pick one and fix it live, with AI, on screen, using your real data. You leave with the fix whether you hire us or not.
Before the call we'll send a short form so we show up already knowing your business.