Facebook, Instagram, TikTok and LinkedIn. We create the demand that search later harvests, and we report the cost of every qualified lead it produced.
01 — The logic
SEO reaches people who have already worked out they have a problem and started looking for a solution. That is a small fraction of your potential market at any given moment. Everyone else — the majority — does not yet know your category exists, or has not yet decided the problem is worth solving.
Social media is where that decision gets influenced. It is also where the people who visited your site once, thought about it, and left get followed and reminded. Run properly, paid social and SEO are not competing budgets. Social builds the branded search volume that SEO then converts at a fraction of the cost.
The uncomfortable truth about organic reach. Posting three times a week to a business page with 900 followers reaches roughly nobody. Organic social is a credibility asset — prospects check your profile before they enquire, and a dead feed reads as a dead business. It is not a distribution channel. Anyone selling you "organic growth packages" as a lead source is selling you a hobby.
02 — Platforms
Platform choice follows the buying decision, not the demographic chart. Spreading a small budget across five channels is the most reliable way to underperform on all five.
Still the broadest reach in Singapore and the most dependable lead generation engine for local and service businesses. Its targeting and lead form infrastructure remain the most mature of any platform.
Where visual products are chosen and brands are judged. Reels carry the reach; the profile grid carries the credibility. Both matter, for different reasons.
The lowest cost per thousand impressions available in this market, on the condition that your creative does not look like an advertisement. Native-feeling video outperforms polished production by a wide margin.
Expensive per click and frequently worth it, when the deal size justifies it and the buying committee has four people in it. The only platform where job title targeting is reliable.
Not social media in the conventional sense, and often the highest-return "social" asset a local Singapore business owns. Your profile is where people call, request directions and book — frequently without visiting your website at all. We manage categories, posts, product listings, Q&A seeding, photo cadence and review response workflows, and we treat review velocity as a growth metric rather than a chore. Local SEO and Google Business Profile management run together.
03 — How we run campaigns
Targeting is largely automated now. The platform will find the right person if you give it something worth showing them. That shifts the entire discipline towards creative production and testing.
We build a content system, not a calendar. Repeatable formats tied to your actual sales objections, so that producing the next twelve pieces does not require another strategy workshop.
Measured properly — through branded search volume, direct traffic and assisted conversions — rather than through reach numbers that flatter everyone and inform no one.
Structured account architecture, clean conversion tracking, and enough budget per ad set to exit the learning phase. Most underperforming accounts we inherit are fragmented into too many campaigns.
Lead forms are cheap and produce cheap leads. Landing pages cost more per lead and convert better downstream. We test both and let your close rate settle the argument.
Segmented by depth of engagement: page viewers, content readers, cart abandoners, pricing page visitors. Each gets a different message. The pricing page visitor is not the same person as the blog reader.
Platform-reported conversions are optimistic. We reconcile against GA4 and, where possible, your CRM, and report the number your finance team would recognise.
04 — Creative testing
Creative testing has a structure. Most agencies run one polished video per month, watch it underperform, and conclude the platform is broken. We run batches: several hooks against one core message, several formats against one offer, several angles against one audience.
The first three seconds of a video decide whether the rest of it is ever seen, which means the hook is not a stylistic flourish — it is the single most important asset in the campaign. We test hooks independently of the body content, because a strong message with a weak hook is a message nobody receives.
On monthly reporting. Our social report contains four numbers on the first page: spend, qualified leads, cost per qualified lead, and revenue attributable where the CRM allows it. Everything after page one is diagnostic — what we tested, what won, what we are testing next. If you never read past page one, the report has still done its job.
Send us access and we'll tell you where the money is leaking — fragmented campaigns, broken conversion events, creative that never left the learning phase. Free, and useful whether or not you hire us.
05 — Social media FAQ
Below roughly SGD 2,000 per month in media spend, the platforms cannot exit the learning phase quickly enough to optimise, and results are noisy. Most of our clients run SGD 3,000 to SGD 30,000 monthly in media, plus a management fee. We would rather you spend less on management and more on media than the reverse.
It depends on the buying decision, not on demographics. LinkedIn suits considered B2B purchases with multiple stakeholders. Instagram and TikTok suit visual, impulse-friendly and lifestyle-adjacent products. Facebook still delivers the broadest reach and the most reliable lead generation for local services. Running everywhere at once with a small budget is the most common way to waste money.
As a distribution channel, organic reach for business pages is negligible and has been for years. As a trust asset, it matters: prospects check your profile before enquiring, and an abandoned feed reads as an abandoned business. Post consistently enough to look alive and credible. Do not expect organic posting to fill a pipeline.
Leads often arrive within days. Reliable, efficient leads take six to twelve weeks, because that is roughly how long it takes to test enough creative to find what works and let the platform's algorithm learn from meaningful conversion volume. Judging a campaign after two weeks is judging the learning phase.
Retargeting shows ads to people who already visited your site or engaged with your content. Since the overwhelming majority of first-time visitors leave without converting, retargeting recovers value you have already paid to create. It is almost always the most efficient campaign in an account, and it is frequently the one nobody set up.
Yes. Static creative, short-form video scripting and editing, and ad copy. On modern platforms targeting is largely automated, so creative is where performance is actually decided. We produce in structured test batches rather than one polished asset per month.
Cost per qualified lead, and where possible cost per closed deal fed back from your CRM. Reach, impressions and engagement rate are diagnostics that explain the result. They are not the result. A post with 40,000 impressions and no enquiries is a cost.
Yes, and we consider it part of social rather than an afterthought. For local businesses the profile drives calls, direction requests and bookings directly. We handle category selection, posts, product and service listings, Q&A seeding, photo cadence and review response workflows.
Your ad accounts, pixels, audiences and business manager remain in your name throughout. We operate as a partner with access, never as the owner. On offboarding we remove our access and hand over documentation for every campaign structure.
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