Paid Social

What this channel does

Puts the right offer in front of accounts based on where they sit in the buyer's journey — prospecting into the ICP, then re-engaging everyone who's shown a signal. Distinct from Awareness: this side is graded on pipeline.

The play

• ICP prospecting on LinkedIn — audiences built from the ICP definition with exclusions enforced; the same three personas as email (builders, executives, customers).
• Retargeting by journey stage — LinkedIn, Reddit, X, and every retargeting surface. An account showing enterprise interest gets an entirely different treatment than a two-second trial-page visit; scored accounts (6sense) get their own bucket.
• Offers, not ads — creative rotates the sales-ready offers (MCP, advisory, migration plan, trial) into campaigns; ebooks and content offers run on the Awareness leadgen line instead.
• Creative discipline — ships bespoke per campaign audience with an asset taxonomy at the ad level, so side-by-side testing reads clean.

Standing rules

• Two variables per test, judged by concept — the system rule.
• New-format testing (Month 2): LinkedIn Message Ads + Text Ads, with Fibbler measuring account-level ad engagement.
• Message match end to end: every campaign lands on a purpose-built page in the campaign directory.

Measured by

Account-level engagement (Fibbler), scored-account progression, CPL on the offer campaigns, and pipe-to-spend rolled into the paid scoreboard.

Current state

Verto live Sep 1; campaign architecture doc is the first ship; retargeting pools rebuild as the tracking standards land (Phase 04).