From Clicks to Conversions: The Strategy Behind Lewis' Paid Social Success

You joined The Social Co back in 2021, what attracted you to join the team?

The Social Co. has always stood out to me as an agency with a focus on creativity and a really good office culture. I wanted to be part of a team that had that balance whilst still being able to excel in digital marketing.

Fast forward to the present, you recently became a Senior Paid Social Manager – can you share how you’ve reached this point in your journey so far?

I’ve loved every minute of my time working here so far and I’m proud of the progression myself and the team have made together. Moving into a senior role has been something I’ve enjoyed recently, being given the opportunity to manage some of our biggest accounts and using the platforms we work with for training and education has helped me massively.

Nothing is more important than strategy when it comes to socials – what is your process for developing a successful paid social strategy?

It starts with understanding the client’s goals and analysing their audience and data to identify any opportunities to grow. I’d then ensure the creative aligns with the brand and resonates with the target audience. Once the campaigns go live, I take a proactive approach, testing and optimising continuously to maximise results. The process we use blends creativity, data, and scalability to deliver the best results possible.

2025 has just begun, what are the key things that you think will thrive on Paid Social ads this year?

I think 2025 will be all about connecting with audiences on a personal level. I’d say content that is tailored to the audience will be most engaging but AI will make ads smarter than ever. I also think short-form content will continue to be the go-to format for engagement and even conversion.

Your role is very demanding target-wise – what do you do to switch off from everything?

I love spending time with my partner and our dog to switch off on evenings and weekends, but also enjoy going to the football and playing padel with my mates whenever I can. I also spend a lot of time on my own business, putting on events in Newcastle and Ibiza over the past year has been a highlight.

Outside of work, you’ve had success in the events industry with Platform47 and recently ALTO, what got you into events and what are your plans moving forward?

I’ve always loved putting on events and seeing people come together for parties we’ve worked hard to put together is where we’ve seen our success. Moving forward, we’re planning to expand into new ventures this year and push our brands to wider audiences, while maintaining our authenticity regardless of where our events take place.

During the past year you’ve been working with Newcastle United on their ads, as a boyhood fan this project has been extra special for you – what would you say have been the key highlights?

It’s been a really surreal experience being able to help grow the club’s presence on TikTok and Instagram, seeing fans engage with our campaigns has been incredible. The highlights have definitely been the Adidas Kit Launch campaign and our coverage of the Saudi training camp which saw us travel to Riyadh and assist the team on content and delivery. It’s been a dream come true to work with the club I’ve supported all my life.

Newcastle United aside, across your tenure at SoCo, what project would you say you are most proud of working on and why?

Our department has done some amazing work in the past few years and I’d say the Where The Trade Buys, Summit and Lusso accounts have been our outstanding projects – helping to deliver campaigns across various platforms and in countries such as UAE, India, Brazil, Australia & USA.

What advice would you give to someone looking to get into Paid Social in 2025?

Paid Social is an exciting and fast-paced industry where creativity meets strategy and it’s going to excel in 2025. It’s a chance to work with global or local brands, tell stories, and see the real impact of your efforts through conversions etc. If you’re someone looking to learn, adapt, and grow, it’s a rewarding career path with endless opportunities to progress.

Lastly, if a business is considering using The Social Co to run their Paid Social ads, what would your message be?

When you work with us, you’re partnering with a team that is passionate about both creativity and strategy to create campaigns that truly make an impact. We don’t have a one-size-fits-all approach, we take the time to understand your goals and audience to deliver results.