Driving Leads Through Paid Social

We began by building a strong foundation on Meta, then scaled what worked.

• Funnel-first rebuild (TOF/MOF/BOF): With clear budgets, weighted by stage to balance efficient acquisition with scalable reach.
• Persona-led strategy: Featuring distinct messaging for agencies, design studios, indie creators, event/arts organisations, and those planning a celebration, such as a wedding.
• Creative strategy & asset library: That demonstrates the creative possibilities of newsprint (formats, finishes, real-life applications), inspiring sample pack leads & conversions.
• Measurement foundations: Setting up accurate tracking, standardised events, and live reporting dashboards for quicker reads so the internal team were in the know on results at all times.
• Structured experimentation: Testing messaging angles, creative formats, audiences, budget shifts, locations.

We initially launched in the UK, then once confident with strategy and consistent results, expanded to the US and tested additional regions (e.g., Switzerland). Early results showed strong purchase momentum, However, when the Newspaper Club team prioritised more sample packs, we pivoted campaign optimisation and creative to lead generation while maintaining revenue performance.

In the first six months the restructured Meta account delivered high results in both scale and efficiency:

• +357.7% total reach, expanding qualified awareness for retargeting.
• +86.6% leads after BOF optimisation, as well as healthy ROAS
• +112.9% revenue with sustained conversion improvements.

The results gained on Meta enabled platform expansion onto LinkedIn to reach additional B2B audiences, with further platform tests planned in the coming months.