Paid & Organic Social Media Optimisation

Stop Guessing, Start Scaling: Paid Social Engineered for Incremental Growth

Reach your audience on their own turf - from Instagram Stories to TikTok Shop - using sophisticated algorithms and first-party data to find new customers and drive sales.

Grab your Social Performance Audit from QueryClick and learn how we drove an increase of 120% in social media revenue for ToysRUs using sophisticated AI data analysis.

Because around 16.7% of all internet time is spent on social media; we ensure your budget is where the attention is. Our social campaigns use SMART objectives tied to KPIs, which work across social platforms, including:

• Amplification Rate
• Engagement Rate
• Conversion Rate
• Economic Value

Additionally, we use Lifetime Value (LTV) and Audience Cohort Insights to ultimately relate objectives to influence on revenue growth targets further down the customer lifecycle for your highest value opportunities.

This approach allows complimentary social projects which drive conversions and revenue to be integrated into existing social teams with little friction and can encourage that team's engagement with our data led approach as it helps reveal the direct business value of their activity to commercially focussed team members and C-Suite.

Building Value as an Extension of Your Team

In our experience, often inhouse teams are operating under a PR or marketing brief that is only loosely related to revenue outcomes. While this may give flexibility to pursue brand-led objectives freely, it often results in budget instability and a lack of stable ongoing optimisation tied to key business success measures within a structured framework to allow performance to thrive and budgets to be built up.

Our experience as marketers with over two decades of optimisation in the bank tells us that paid Social is the tip of the spear for new customer acquisition and should be cultivated and supported with appropriate budget for a brand to grow effectively.

QueryClick's inclusion as a performance focussed partner, allows internal teams to shine by delivering on business objectives and identifying the relative value of Social channels compared to other Paid Media channels and the impact of Top of Funnel (ToF) on more performance focussed outcomes.

Building objectives tied to revenue helps distinguish these social projects that support a wider marketing performance strategy and allow us to operate in tandem with existing teams using unique data unavailable to internal teams or other agencies.

Ask to speak to one of our team today to find out how we can help support your growth strategy.

Don't Let Social Silos Drain Your Budget

The last few years have been devastating for performance measurement in Paid Social. We already know that AdTech can't be trusted to mark their own homework, but additional challenges include:

• Dynamic IP Spoofing on Apple devices
• Loss of 3rd Party Cookies (since 2025)
• Use of VPNs / Secure IPs
• Latency Gaps inherent in ID Graphs used for stitching - people change devices!
• Removal of App ID Sharing from Apple/Android (2023)

In short, traditional measurement which can get close to valuing Paid Social activity has been shattered by data compliance initiatives. Ultimately traditional analytics measurement reliant on deterministic matching (ID to ID) like GA4 is broken for evidencing value for Paid Social activity: any inaccuracy in any part of the chain breaks the whole. And there are a lot of inaccuracies in 2026.

Ultimately, 3rd Party data sources are inherently fragile.

That is why, at QueryClick we adopted use of Corvidae AI to allow probabilistic measurement and attribution of all parts of the conversion journey - regardless of complexity - following rigorous data privacy controls that allows for complete measurement and value for all social media activity.

Unified Measurement for High Performance Outcomes

Most social strategies fail to measure incremental value due to reliance on traditional measurement tools like GA4, leading to wasted spend on users who would have converted anyway.

Without Unified Reporting, such as Corvidae's or QueryClick's Halo reports, it is impossible to see how social engagement triggers future searches in the search and social space. By moving to modern AI architectures, we can join initial conversion touchpoints to the conversion with complete granularity.

Reallocating media spend becomes trivial with this unification, allowing your Paid Social activity to deliver genuinely incremental performance.

Enterprise-Grade Social Support & Unified Strategies

Social does not exist in a vacuum.

For example, Organic Search revenue typically dwarfs Social in most analytics platforms, and so amplifying organic content intended to develop Domain Authority for SEO performance is a natural strategy overlap that can benefit both channels greatly.

At QueryClick we can provide access to a variety of tools such as TrueSocialMetrics and Meltwater that can be used to help support synergies between Organic and Paid Social strategies, including:

• Reporting to integrate Social & Offline Media Competitive Intelligence, using a Social success measurement framework that generates KPIs suitable for multiple project objectives (outreach, engage, drive volume, etc)
• Integrated cross-media Share of Voice Analysis & Competitive Intelligence
• Strategy Benchmarking, Auditing and Social Project Success Measurement

For a fully featured social strategy, we can also bring centralised social and press distribution management & C-Suite reporting components into your strategy.

This enterprise brand development service includes:

• Newsfeed API generation
• Targeted NewsWire content management & scheduling
• Enterprise-grade custom 'Pulse' reporting
• Influencer Engagement & Interaction Metrics
• Managed & Pre-scheduled Contact Plans
• Access to a Media Database to target media Influencers with personalised collateral to support social outreach projects.
• Topic filtering via Media Monitoring allows focus on only relevant, wide-reaching conversations in research phase.
• Social & Media Listening analysis integrated into alerting within social crisis management support.
• PR Newswire Distribution to enhance outreach to the widest range of PR professionals.

Ultimately, our fully featured digital social and brand strategy allows assessment of the objective and contextual success of historic campaigns to allow strategies built around clear KPIs to ensure Social operates in-line with business objectives.

Grow your Brand & Convert via Multichannel Strategy

Paid social strategy has no shortage of data. With QueryClick at the helm we cut through Social AdTech's own reporting to give the true picture of your brand activity and Social contribution to conversion to let you grow efficiently.

Take advantage of cheaper CPA opportunities in Social channels that complement your wider Paid media strategy with our unique data insights drawn from Corvidae AI.

We align social activity with the See-Think-Do-Care model to ensure every ad serves a specific stage of the funnel .

• See/Think: Use segmented data to find new high-value customers through lookalike audiences.
• Do: Retarget drop-offs and drive immediate sales with "timed ads" and promotions.
• Care: Retain loyal customers and turn them into brand champions.

A Deeper View of Conversion

Using unified data insights, we can genuinely connect Top of Funnel actions that are generated by Paid Social activity through to a converting signal - regardless of how many devices are used by that customer before conversion - without the use of cookies or other 3rd party trackers.

This crucial insight is delivered thanks to Corvidae's patented AI stitching technology that allow us to compliantly understand the customer journey from start to finish - and beyond.

By building a complete picture that can be drilled into down to the individual campaign conversion level, we can see which campaigns - and ad creatives - actually moved the needle for customer conversion, and which are just driving vanity metrics that don't deliver bottom line results.

• Unique to market Audience Tendency to Share & Link (TTS & TTL) pre-qualification allows targeting of Social projects to direct SEO improvement by keyphrase & pre-qualification of social content for successful engagement.
• Cohort Insights allow social audience prospecting of previously undervalued audiences.
• Corvidae Unified Attribution allows true business value measurement and strategic targeting within an attributed multi-channel customer engagement view.
• Corvidae also allows quantification of social's role in initial & continued engagement with high lifetime value customer cohorts, helping to truly evaluate its contribution to the marketing mix.

Social is regularly cited as the least effective channel by some distance for contribution to commercial objectives. The reality is it is typically your cheapest route to new customer acquisition.

Get in touch with our team and find out how you can slash your go to market costs and acquire new customers for less with QueryClick and Corvidae AI.