Paid social planned as one strategy, not a pile of platform dashboards.
Paid social only works when the platforms pull in the same direction. We plan the strategy, the audiences and the creative approach across social, then run the individual channels as disciplines in their own right. This is the umbrella: the coordination layer above Meta and YouTube, run by senior people to one profit model, with your media paid directly to the platforms and no markup on top.
A paid social agency plans and runs advertising across social platforms as a coordinated whole rather than a set of separate accounts. The work is strategy first: who you are trying to reach, what part each platform plays in the journey, how creative and budget move between them, and how it all rolls up to a single view of profit. Rogue Logic runs paid social as an umbrella over the individual channels, chiefly Meta and YouTube, so audiences, messaging and measurement stay joined up instead of competing. Media is paid directly to the platforms, and our fee does not rise as your spend does.
Paid Social, in full.
Paid social is rarely one platform. A brand that is serious about it ends up running feeds, stories, reels and video across more than one social channel, and the moment it does, the real problem stops being any single account and becomes the space between them. Budgets set in isolation compete. Audiences overlap and get sold to twice. The same conversion is claimed by two platforms, and the blended picture no one owns quietly drifts away from reality. Paid social done well is a coordination problem before it is a bidding problem.
That is why we treat paid social as an umbrella rather than a channel. This page is the strategy layer that sits above the individual platforms and keeps them honest: one set of objectives, one view of who is being targeted where, one measurement model that adds up. Underneath it, each platform is run as its own discipline by someone who knows it properly, because the tactics that win on a feed-led social platform are not the tactics that win on video. Strategy up here, specialism down there.
The two social channels we run as full disciplines are Meta and YouTube. Meta covers Facebook and Instagram, the feed and stories environment where most direct-response social budget still lives, from prospecting through to retargeting. YouTube is the video and attention platform, better suited to demand creation and reaching people before they are searching. Each has its own page, its own playbook and its own senior operator, and this umbrella keeps the two working to the same plan rather than competing for credit.
We are deliberately not everything to everyone. We do not offer every social ad platform going, because spreading a brand thin across channels it has no business being on is how budgets get wasted and how agencies pad a retainer. We run the social advertising we can run to a genuinely senior standard, coordinate it properly, and measure it against contribution rather than platform-reported vanity. Four senior practitioners run this, with no junior layer between the strategy and the spend.
Paid Social, broken down.
Paid social strategy and channel plan
The layer that decides which social platforms deserve budget, what job each one does in the journey, and how spend and creative move between them. The plan the individual channels are then run against, rather than a set of accounts that each optimise for themselves.
Explore →Meta ads: Facebook and Instagram
The feed and stories discipline where most direct-response social budget sits, run as its own specialism across prospecting, retargeting and creative testing. Managed in depth on its own discipline page, coordinated from here so it never works against the rest of the plan.
Explore →YouTube ads: video and demand creation
The video and attention channel for reaching people before they are searching, run as its own specialism with its own formats and measurement. Managed in depth on its own page, coordinated from here so video demand feeds the rest of the funnel rather than sitting apart.
Explore →Audience and exclusion architecture
A single, shared view of cold, warm and existing-customer audiences across the platforms, with exclusions that stop channels re-buying the same people or claiming the same sale twice. Coordination that only exists if someone owns it above the individual accounts.
Creative direction across social
One central concept and message, adapted natively per platform and format rather than reused blindly. A testing plan that shares learnings across channels, so a creative insight from one platform informs the next instead of being trapped in a single account.
Joined-up measurement
One view of what social is actually contributing, de-duplicated across platforms and read against margin rather than the sum of each channel's self-reported conversions. The number the platforms will not give you because none of them can see the others.
The way we run Paid Social.
Set the strategy and the channels
We define the audience, the offer and the role each social platform should play, then decide where paid social earns budget and where it does not. The plan comes before any account is built, and it is honest about which channels are worth it.
Build the audience and measurement model
A shared audience and exclusion structure across the platforms, and a measurement approach that de-duplicates conversions and reports to contribution, so the channels can be coordinated instead of quietly competing.
Brief the channels as disciplines
Meta and YouTube are set up and run on their own discipline pages by senior operators, each to its own playbook, working to the shared strategy, audiences and creative direction set here rather than in isolation.
Coordinate creative and budget
Concept and message planned centrally, adapted per platform, with budget moved between channels as the evidence changes rather than left fixed in silos. The umbrella is where those trade-offs actually get made.
Prove, then scale
We start where the audience and offer are clearest, confirm social is contributing against margin, then widen spend and channels with evidence rather than the temptation to be on everything at once.
Manage as one programme
Weekly work across the coordinated channels, with budget, audiences and creative steered from a single view of performance. No platform is left to flatter itself, and no channel is defended in a monthly deck because it looks busy.
How we approach Paid Social.
Strategy before platforms
The mistake is to start with a platform and a budget. We start with the audience, the offer and the job each channel is best placed to do, then decide where paid social should show up and in what order. The platforms are how the plan is delivered, not the plan itself.
One audience view, coordinated across channels
Run social channels in isolation and they overlap, re-target the same people and double-count the same conversions. We keep a single view of audiences and exclusions across the platforms, so cold, warm and existing customers are treated consistently wherever they see you.
Creative that travels, adapted per platform
A message and a creative angle should be consistent across social even as the format changes. We plan the concept centrally and let each platform express it natively, so the brand stays coherent while the execution suits the placement rather than fighting it.
No markup on your media
Your social budget is paid straight to the platforms. Our fee is for the senior work of planning and coordinating the programme, and it does not scale up because you raised spend for a launch. You always know what is media and what is management.
What Paid Social puts on your desk.
Who runs your paid social, and how
Rogue Logic is the trading name of Bryley Ltd, a senior-led team of four practitioners with roughly forty years of combined experience. Your paid social is planned and coordinated by an experienced operator, and each platform underneath is run as its own discipline by someone who knows it properly. We keep audiences, creative and measurement joined up across Meta and YouTube, run only the social channels we can run to a senior standard, and will tell you plainly when a platform does not deserve your budget.
Senior people do the work
The person who sets the paid social strategy is the person coordinating the channels each week, not a junior handed the account once the pitch is won. Strategy and execution stay with the same experienced hands.
Coordinated, not siloed
Meta and YouTube are run to one audience view, one creative direction and one measurement model. The value of the umbrella is precisely the thing individual platform dashboards cannot give you: a picture that adds up.
Honest about the channels
We run the social advertising we can genuinely do well and coordinate it properly. If a platform will not earn its budget for your brand, we say so rather than spread you thin to pad a retainer.
Paid Social: common questions.
What does a paid social agency do?
A paid social agency plans and runs advertising across social platforms as a coordinated whole. The work is strategy first: defining the audience, deciding which platforms play which role, coordinating creative and budget between them, and measuring it all to one view of profit. We run paid social as an umbrella over the individual channels, chiefly Meta and YouTube, with each run as its own discipline and your media paid directly to the platforms.
Which social platforms do you run?
We run Meta, covering Facebook and Instagram, and YouTube, each as its own discipline with its own page and its own senior operator. This paid social page is the coordination layer above them. We deliberately do not offer every social ad platform going, because we would rather run a focused set to a genuinely senior standard than spread a brand thin across channels it has no business being on.
How is this page different from the Meta and YouTube pages?
This is the umbrella strategy. It sets the audiences, creative direction, budget logic and measurement that sit above the individual platforms. The Meta page and the YouTube page cover the depth of how each channel is actually run. If you want one platform, start on its page; if you want them coordinated as a programme, start here.
Do you charge a percentage of ad spend?
No. Your social budget is paid straight to the platforms, and our fee does not increase because you raised spend for a launch or a busy season. You pay for the senior work of planning and coordinating the programme, not a cut of your media.
Why coordinate social instead of running each platform separately?
Because run apart, channels overlap, re-target the same people and each claim the same conversion, so the blended picture drifts from reality. A coordinating layer keeps one audience view, one creative direction and one de-duplicated measurement model, so budget is spent once against genuine incremental demand rather than several times against the same shoppers.
How is this different from your wider Paid programme?
Paid social is the social slice of it. If you also want Search, Shopping, Amazon or paid placements on AI surfaces, the Paid & AI ads programme runs them alongside social to one contribution model rather than a set of disconnected dashboards.