Paid Social

What is Paid Social?

Paid Social is a broad-term that refers to a couple of distinct practices.

1) Buying paid-advertising on Facebook, Instagram, Twitter, and other social networks (including Snapchat, Spotify, and others).

2) Working with influencers to feature your brand or content on their channels, reaching their audiences.

This all stands in contrast to organic social practices which seek to grow social followings, and utilise social media, through the production of original content that ‘earns’ exposure naturally.


What does Soho offer?

We run fully-managed campaigns for clients, and offer single-day and project-based advisory both to firms with existing campaigns they wish to optimise, as well as those setting up new campaigns.

billed as a fixed % of overall spend

We combine a deep analytical approach with creative campaigning that gets great results, time after time.

Why use SOHO?

We’ve developed our own in-house lookalike audiences for super-granular targeting and retargeting.

Through both algorithmic and human intervention, we continuously optimise your ads and audiences.

We craft high-performing copy based on thousands of performance data-points across dozens of industries.

Managing seasonal advertising and event-driven opportunity marketing for you, we maximise profits.

Implementing advanced on-site and campaign analytics powering high-ROI sophisticated remarketing.

Dedicated Contact

Every campaign comes with a dedicated account manager, who is your main point of contact and available to you anytime.

Continuous Optimisation

We conduct large-scale multivariate testing of your ads to determine which sets perform best with individual sub-demographics, optimising your spend.


We’ll put your priorities first, whatever they are - whether sales, sign-ups, donations, actions taken, installs, raw visits or something obscure!

Case Study


The Brief

Having experimented with YouTube influencer-campaigns, the British National Health Service wanted to drive tens of thousands of installs of its app as cost-effectively as possible.

The Experience

Using proprietary lookalike audiences, we delivered several sets of continuously optimised ads in parallel, quickly developing messages that resonated with the target audience.

The Results

SOHO reduced average CPAs down from upwards of £5 to under 40p per install, an order of magnitude+ improvement in ROAS.


From £100/day, up to thousands, we handle spends for clients small and big, ensuring that every penny is advertising money well-spent.

Affordable Flat-Rates

Our campaign management services are billed on a fixed-rate basis, as a proportion of your overall monthly spend, with campaign-sizes starting at just £100/day.

Sector Expertise

We have an incredibly wide-array of sector expertise, and partners across industry to advise in even the most niche edge-cases. Get in touch and let us prove it