Digital Marketing
Reach the buyers who don't know they need you yet.
Paid search captures demand. Paid social creates it. When someone types 'project management software' into Google, they're already looking. When you reach the right operations manager on LinkedIn before they've started evaluating tools, you're shaping the consideration set before it forms. Meta, LinkedIn, and YouTube each serve a distinct role in the funnel — and require distinct creative, audience, and bidding strategies. We manage paid social as a full-funnel discipline: awareness at the top, consideration in the middle, and retargeting at the bottom, with creative that matches the platform and the audience's state of mind at each stage.
What's included
- Meta Ads (Facebook & Instagram) management
- LinkedIn Ads for B2B lead generation
- YouTube pre-roll & in-stream advertising
- Audience segmentation & lookalike building
- Full-funnel campaign structure (TOF/MOF/BOF)
- Creative strategy, copy & ad production
How we deliver
- 1Paid social audit or initial account build
- 2Audience strategy & segmentation plan
- 3Creative brief & ad production (copy + static/video)
- 4Campaign structure & full-funnel setup
- 5Pixel / conversion API setup & event tracking
- 6Monthly performance report with ROAS & CPL
4.2×
avg ROAS on managed Meta Ads accounts
40%
lower CPL with Conversions API vs pixel-only tracking
3–5
creative variants tested per campaign at launch
100%
full-funnel structure on every paid social account
Technologies we use
- Meta Ads Manager
- LinkedIn Campaign Manager
- YouTube Ads
- Google Tag Manager
- Meta Pixel
- Conversions API
- GA4
- Looker Studio
- Canva
- Adobe Express
Why Origin for Paid Social Media Advertising
Conversions API implemented as standard
Pixel-only tracking misses a significant percentage of iOS conversions. We implement Conversions API alongside the pixel on every account — better data means better optimisation.
Creative refreshed on frequency signals, not quarterly reviews
We monitor frequency weekly and refresh creative when performance starts to decay — not when someone schedules a review. Creative fatigue costs money.
Full-funnel structure from account launch
Top-of-funnel, mid-funnel, and retargeting are structured separately from day one — with different creative, bidding, and frequency strategies for each stage.
Industries we serve
SaaS & B2B Tech
LinkedIn lead gen, demo acquisition, LinkedIn thought leadership ads
E-Commerce
Meta catalogue ads, dynamic retargeting, seasonal campaign management
Consumer Brands
Brand awareness, product launches, influencer amplification
EdTech
Course promotion, webinar registration, student acquisition
Healthcare
Compliant health advertising, local patient acquisition
Real Estate
Property listing promotion, developer awareness campaigns
“We were running Meta ads in-house and seeing ₹1,800 cost per lead. Origin restructured the account with proper full-funnel campaigns and Conversions API — cost per qualified lead is now ₹420. Same budget, four times the pipeline.”
Frequently asked questions
- Meta or LinkedIn — which platform should we advertise on?
- Depends on your audience and offer. LinkedIn works for B2B with a high-value product where job title, seniority, and company size are accurate targeting dimensions — cost per click is high but lead quality justifies it. Meta works for B2C, lower-ACV B2B, and any product where interest and behaviour targeting produces a reliable audience proxy. YouTube works for products that benefit from demonstration. We typically recommend starting with the platform where your audience is most active and your creative format is strongest.
- How do you target the right people on Meta given how much iOS 14 changed tracking?
- The iOS 14 ATT changes reduced the accuracy of pixel-based tracking. The response is the Conversions API — server-side event tracking that sends conversion data directly from your server to Meta, bypassing browser-level blocking. We implement Conversions API alongside the pixel for event deduplication, use aggregated event measurement, and rely more heavily on first-party data (customer lists, email upload audiences) for targeting. The accuracy isn't what it was pre-iOS 14, but it's significantly better than pixel-only.
- LinkedIn ads are very expensive — how do you make the economics work?
- LinkedIn CPC is genuinely high (₹400–1,200 per click is typical for B2B). The economics work when the lifetime value of a closed deal is high enough that even a 2–3% lead-to-customer rate produces a positive ROI. We make the math work by: targeting tightly (no broad job title matching), using Lead Gen Forms (which convert at 4–5× higher rates than landing page clicks), and testing Lead Magnets that attract the right seniority. We won't recommend LinkedIn if your deal size doesn't justify the CPL.
- How much creative do you produce, and how often do you test new ads?
- Creative fatigue on paid social is real — the same ad shown repeatedly to the same audience sees diminishing CTR and rising CPM. We produce a minimum of 3–5 creative variants per campaign at launch, monitor frequency caps weekly, and refresh creative every 2–4 weeks as performance decays. Creative strategy — what angle, what format, what hook — is as important as targeting. We brief and produce creative based on what's working in the auction, not what looks good in a deck.
- How do you structure retargeting campaigns?
- By engagement depth and funnel stage. Audiences are segmented by: site visitors (all pages), site visitors (key pages like pricing or product), video viewers (25%, 50%, 75%, 95% watch rate), lead form openers, and CRM contacts by lifecycle stage. Each segment gets creative that matches where they are in the consideration journey — different message, offer, and urgency for someone who bounced from the homepage versus someone who spent three minutes on the pricing page.