Paid Social
Built to perform, designed to convert.
Every social interaction is a chance to connect. We design campaigns that engage audiences and drive results.
A full-funnel framework for smarter, scalable growth
Paid social works across the full funnel – from driving awareness and cultural relevance to accelerating consideration, sales, and long-term community growth. Each stage demands different formats, creative approaches, targeting and measurement models.
At Adapt, we bring these elements together through a single, scalable framework: human-led insight with platform-specific strategy and performance-driven creative. We combine behavioural understanding with culturally adapted messaging and structured targeting to reach the right audiences at the right moment, driving efficient growth and meaningful engagement across every market.
A global approach, bespoke to your brand
Scaling paid social globally introduces complexity. We create the perfect mix for your brand and your target markets:
What works on Meta rarely works the same on TikTok.
Pinterest intent behaves differently from Reddit communities.
Messaging that converts in Spain won’t land the same in Singapore.
Creative fatigue hits faster across markets.
We craft media plans with the right blend of channels and budget levels that suit your brand and objectives.
Paid Social shouldn’t feel fragmented or reactive
It should feel intentional, predictable, and culturally aligned.
The biggest misconception?
That social performance is just a media problem. The reality is that it’s an intersection of creativity, culture, attention, and intent.
We:
- Optimise audiences, not platforms.
- Prioritise relevance before scaling.
- Localise behaviour, not language only.
We understand that paid social is where culture and commercial intent meet – and you can’t scale one without the other.
Our Paid Social service
The power combination of Facebook, Instagram and Whatsapp ads in a single platform. With billions of people using Facebook and Instagram globally, Meta remains one of the most influential ecosystems for reaching and converting audiences at scale. Its breadth of data, cross-platform inventory and AI driven targeting signals make it uniquely effective for full-funnel strategies – from building awareness to nurturing demand and generating valuable leads or transactions.
Meta’s audience modelling, including lookalike and interest-based targeting which allows your brand to reach new users who behave like their highest-value customers, rather than simply broad demographic groups.
Our experienced media buyers can, through a single platform, activate across multiple placements – feeds, Reels, Stories, Marketplace, and Messenger – using formats designed for different stages of intent.
At Adapt, we build Meta strategies that align audience behaviour, creative, and measurement into one scalable system – so brands can grow in a way that’s both fast and sustainable.
Meta also allows A/B testing, providing a controlled way to test creative, audiences, and formats so decisions are based on evidence – not assumptions.
Our Meta approach helps you with:
Brand awareness
Reach more people and help potential customers to become familiar with your brand.
Traffic
Increase traffic to your website, Facebook Page, Instagram or app and drive data for your funnel.
Engagement
Nurture your audience and encourage people to engage with your content, watch your videos or get in touch.
Leads
Collect leads and learn more about those who are interested in your business
Sales
Reach people who are most likely to make a purchase and drive conversions directly through your website.
App promotion
Get people to install or take a specific action within your app.
LinkedIn is built for B2B intent. Its professional data – spanning industry, company size, job title, seniority, skills, and location, allowing brands to reach high-value decision-makers in a trusted, closed environment.
This precision makes LinkedIn particularly effective for demand creation, lead generation, and account-based strategies where targeting accuracy matters as much as scale.
YouTube is one of the most powerful global channels for attention and demand creation, reaching billions of users across regions, languages, and content formats. Its scale – combined with intent signals from Google’s ecosystem – makes it uniquely effective for brands that need to build awareness, shape consideration, and drive action across multiple markets.
At Adapt, we use YouTube not just for reach, but for measurable performance. By combining audience intent data, regional insights, and format-specific creative, we activate campaigns that deliver efficient views, stronger engagement, and conversions that align with market maturity.
A growing share of YouTube views now take place on large screens through Connected TV (CTV), where content consumption resembles premium streaming rather than mobile scrolling. This shift opens opportunities for brands to run performance-driven video campaigns in high-attention environments driving scale at a cost-effective level with the added benefit of digital targeting, attribution and cross-device tracking.
For international brands, YouTube becomes a strategic layer across the funnel: building cultural relevance in emerging markets, reinforcing brand preference in mature ones, and driving incremental revenue through performance-led video placements.
Reddit is a social platform built on communities, users go to reddit to find answers, connect with users like them and Reddit is the top cited domain in AI generated responses, so being present won’t only help you be relevant to the users but to LLMs, increasing your brand citation.
Why Reddit Matters?
- #1 cited domain in AI-generated responses, contributing to increasing your brand citation
- High Intent and research driven audience – Reddit users make 9x faster purchase decisions
- Highly engaged niche groups for any industry
- Full funnel objectives available – increase brand exposure, drive traffic and boost sales leveraging the right formats.
TikTok offers access to audiences that don’t exist elsewhere, making it a powerful channel for brands looking to reach incremental users beyond Meta and Google ecosystems. Creative is key for this platform, with increased importance for creator-led content and high engagement rather than polished production, which makes it effective across the full funnel – from cultural discovery to conversion.
At Adapt, we help brands build TikTok campaigns designed for how people consume content, combining behavioural insight, cultural relevance, and performance measurement across global markets.
Pinterest is a visual discovery platform and considered the most positive social environment where people actively plan purchases, projects, and life moments – making it a strong channel for brands across lifestyle, retail, beauty, home, travel, and wellness. Pinterest audience are planners, users arrive with intent, not just curiosity, which means ads can influence decisions earlier in the journey and guide people from inspiration to conversion.
Pinterest’s audience signals – from interests and keywords to demographic and contextual data – allow us to reach people when they’re actively researching ideas and comparing options. With the right creative and structure, this translates into higher-quality traffic and performance across the funnel: awareness, consideration, and direct sales.
At Adapt, we use Pinterest to connect brands with people in planning mode, combining visual storytelling, behavioural insight, and granular targeting to drive both discovery and measurable action.
Testimonial
“Working with Adapt has been an absolute pleasure. We would not have been able to expand our business or achieve the success we have without their innovative solutions.
Benjamin Kenny, Oak Tree Mobility
We’re excited to see how much more we can achieve with Adapt in the future.”
Connected services
why adapt?
Where global search meets cultural intelligence
With a global network of linguists, strategists, and data specialists, we combine cultural intelligence with digital performance to help brands scale internationally with confidence.
What sets Adapt apart is our unified system: International media buying and global language coverage in one workflow. Through our partnership with Welocalize, we move beyond translation into multilingual transcreation and market expansion. Instead of pushing one strategy into every market, we deliver platform-native, culturally relevant campaigns across channels from Meta to NAVER and LINE.
