Paid Social

A successful social media setup starts with the technical foundation. Before we launch, we ensure tracking (Pixel and Conversions API) sends the correct signals back to the platforms so the algorithms can work for us. We build an account structure sharply divided into 'Prospecting' (new customers) and 'Retargeting' (capture), ensuring the user meets the right message depending on where they are in the customer journey.

In today's market, the creative is the biggest driver of performance. Therefore, we work methodically with creative testing. We continuously test different 'hooks', visual formats (UGC, video, static), and sales angles. Social media is about content diversity and seeking different types of audiences for your product. When we find a winner, it gets scaled, while losers are turned off quickly to save budget.

Scaling happens according to fixed rules based on profitability (POAS) rather than just revenue (ROAS). We navigate the complex attribution landscape and help you understand the interplay between views and sales. We monitor frequency and audience overlap to avoid wasting money on hitting the same people too often. The result is a scalable engine that delivers stable growth month after month.

How the process works

We begin by validating the technical foundation. That means verifying your domain, setting up the Pixel and Conversions API, and confirming that events from your Shopify store send correct signals back to the platforms. Without clean data the algorithms cannot optimise, and scaling becomes guesswork.

Next we build the account structure in separate layers for prospecting and retargeting, launch the first creative tests, and establish a fixed cadence for analysis. We review numbers and next steps regularly, so you always know what is working and where the budget is moving.

What is included

An engagement covers the full chain from setup to operation: technical tracking with Pixel and Conversions API, an account structure split into prospecting and retargeting, and a structured testing plan for creatives across hooks, formats and sales angles.

On top of that comes ongoing optimisation, rule-based scaling and reporting focused on profitability rather than vanity metrics. We monitor frequency and audience overlap, so budget is spent reaching new relevant customers.

Why we measure POAS over ROAS

ROAS tells you how much revenue an ad spend generates, but it ignores your cost of goods and contribution margin. Two campaigns with the same ROAS can have wildly different bottom lines. That is why we scale on POAS, which measures profit on ad spend.

Once we know the true contribution margin per product, we can make decisions that actually grow earnings. We scale what is profitable and turn off what costs more than it returns, no matter how attractive top-line revenue looks.

Pitfalls to avoid

The most common mistakes are unreliable tracking, too many changes at once, and scaling based on a single good day. Moving budget too fast or editing ad sets during the learning phase resets the algorithm's optimisation and wastes data.

Another classic is high frequency and overlap between audiences, where you pay to hit the same people again and again. We build diversity into both creatives and audiences, so you keep opening new pockets of demand instead of saturating the existing one.

Why choose Mercive

We are a Shopify Plus focused growth partner, which means paid social never stands alone. We connect advertising, tracking and the store itself, so the traffic we buy meets a conversion-ready experience on your Shopify site.

Our approach is methodical and data-driven without the hype. We build a scalable engine with clean signals, systematic creative testing and profit-led scaling, so growth becomes predictable month after month.

Related services

See also our related services:

• Paid Search
• E-mail Marketing (CRM)