Paid Social & Media Strategy That Turns Ad Spend Into Revenue
Why Paid Social Is the Fastest Path to Scalable Growth
Paid social media advertising is the most efficient channel for D2C brands to acquire customers at scale. In 2026, global social media ad spending is projected to exceed $276 billion, with Meta and TikTok accounting for over 60% of D2C ad budgets. The reason is simple: social platforms offer the most granular targeting, the richest creative formats, and the fastest feedback loops of any acquisition channel.
However, 72% of brands report that their paid social performance has declined year-over-year as competition increases and platform algorithms evolve. The difference between profitable and unprofitable campaigns in 2026 comes down to three factors: creative velocity (how many new ad variations you test per week), funnel architecture (how campaigns are structured across awareness, consideration, and conversion), and attribution clarity (knowing exactly which ads drive revenue).
The Jonas Agency specializes in all three. Our founder Cormac Jonas previously led platform strategy at TikTok, giving us insider-level understanding of how platform algorithms prioritize ad delivery and which creative patterns drive the highest engagement-to-conversion ratios.
Platforms We Manage
We run paid campaigns across every major social platform. Here's how each one fits into a full-funnel strategy:
Still the highest-volume acquisition channel for D2C. Meta's Advantage+ campaigns, powered by the Andromeda algorithm, now match ads to users across tens of thousands of candidates per impression. Creative quality is the #1 performance lever.
- Advantage+ Shopping campaigns
- Dynamic product ads & catalogs
- Reels and Stories placements
- Broad audience + creative testing
Lowest CPMs of any major platform and the strongest discovery algorithm for reaching new audiences. TikTok Shop integration makes it a full-funnel commerce platform, not just an awareness channel. Native-looking UGC ads outperform polished creative by 2–3x.
- Spark Ads & In-Feed video
- TikTok Shop integration
- Creator-driven ad content
- Smart Performance campaigns
The highest ad recall of any digital platform and the strongest mid-funnel consideration channel. YouTube Shorts ads now reach the same audience as TikTok at competitive CPMs, while long-form pre-roll builds deep brand consideration that drives search lift.
- Shorts ads for reach & frequency
- Skippable in-stream for consideration
- Video action campaigns
- Demand Gen campaigns
The dominant B2B advertising platform with unmatched professional targeting. Higher CPMs ($20–45) are offset by significantly higher conversion rates and deal values for professional services, SaaS, and enterprise brands.
- Sponsored Content & thought leadership
- Lead Gen Forms (40% lower CPL)
- Conversation Ads
- Account-Based Marketing targeting
Platform Comparison: Where Should You Spend?
| Platform | Best For | Avg CPM | Avg CPA | Funnel Stage |
|---|---|---|---|---|
| Meta | D2C e-commerce, broad reach | $8–14 | $18–35 | Full funnel |
| TikTok | Gen Z/Millennial acquisition | $4–8 | $12–28 | Top + mid funnel |
| YouTube | Consideration & brand lift | $10–18 | $22–45 | Mid funnel |
| B2B lead generation | $20–45 | $40–120 | Mid + bottom funnel | |
| X (Twitter) | Real-time events, tech audiences | $5–10 | $15–40 | Top funnel |
CPM and CPA ranges based on 2025–2026 industry benchmarks. Actual performance varies by vertical, creative quality, and targeting.
Our Creative Testing Framework
In 2026, creative is the #1 lever in paid social performance. Platform algorithms have commoditized targeting — everyone has access to the same audiences. The brands that win are the ones producing and testing creative at velocity. We run a structured 3-phase creative process:
Concept Sprint
10–15 new creative concepts per sprint based on proven frameworks: problem/solution, testimonial, UGC, before/after, and founder story. Each concept has 3 hook variations.
Rapid Testing
Deploy all variations simultaneously with small budgets ($20–50/day per ad). Kill underperformers within 48–72 hours based on thumb-stop rate, CTR, and early CPA signals.
Scale Winners
Top 10–15% of creatives get scaled with increased budgets. We then create iterations of winning concepts — new hooks, new CTAs, new formats — to extend creative lifespan by 3–5x.
Performance Benchmarks
Stop Wasting Ad Spend
Get a free paid media audit. We'll review your current campaigns, identify wasted spend, and outline a strategy to hit your ROAS targets within 60 days.
Book Your Free AuditFrequently Asked Questions About Paid Social Advertising
Which social media platforms should my brand advertise on in 2026?
The best paid social platforms depend on your target audience, product type, and budget. For D2C e-commerce brands, Meta (Facebook and Instagram) remains the highest-volume acquisition channel, while TikTok delivers the lowest CPMs for brands targeting Gen Z and Millennials. YouTube has the highest ad recall rate at 84% and dominates consideration-stage content. LinkedIn leads B2B lead generation with 2–5x higher conversion rates. The Jonas Agency typically recommends starting with 2 platforms, achieving profitability, then expanding.
How much should I spend on paid social media advertising?
For D2C brands, a common starting point is allocating 15–25% of target revenue to paid acquisition. Most effective campaigns require a minimum of $3,000–5,000 per month per platform to generate statistically significant data for optimization. We recommend starting with a focused budget on your highest-potential platform, achieving a positive ROAS, then scaling. Our average client starts at $5,000–15,000/month in ad spend and scales to $50,000+ as we prove ROI.
What is a good ROAS for paid social campaigns?
A good return on ad spend (ROAS) varies by industry, product price point, and customer lifetime value. For D2C e-commerce, a 3–4x ROAS on prospecting campaigns is considered strong, while retargeting campaigns often achieve 6–10x. For high-LTV subscription products, even a 1.5–2x initial ROAS can be profitable when factoring in repeat purchases. The Jonas Agency's average blended ROAS across clients is 3.2x, with top-performing campaigns exceeding 5x.
How does Meta's Andromeda algorithm affect ad strategy in 2026?
Meta's Andromeda algorithm uses AI to match ads with users across a much larger candidate pool — expanding from hundreds of ads to tens of thousands per impression opportunity. Creative quality and relevance have become the dominant factors in ad performance, surpassing audience targeting. Brands that invest in high-volume creative testing (10–20 new creatives per week) and let Advantage+ campaigns run with broad targeting are outperforming those relying on manual audience selection.
How long does it take for paid social campaigns to become profitable?
Most paid social campaigns require 2–4 weeks of data collection and testing before reaching profitability. The learning phase on Meta typically takes 50 conversions per ad set, while TikTok requires roughly 50 conversions per ad group. Well-structured campaigns with strong creative typically reach target ROAS within 30–45 days. The Jonas Agency accelerates this by launching with proven creative frameworks and audience strategies from day one.