Paid social advertising
Meta and TikTok ads that find buyers, not followers.
Paid social is an audience problem before it is a creative problem. The targeting decides who sees the work. The work only decides whether they act.
Most accounts fail in the same place. They optimise for the cheapest result rather than the right one, and end up buying attention from people who were never going to buy anything. Fixing that usually means turning campaigns off rather than adding more.
The measurement is the hard part. A platform reports the conversions it can see and stays quiet about the ones it cannot, which flatters whichever campaign sits closest to the sale.