Which social media advertising agencies manage full-funnel campaigns for SMBs?
How to tell a full-funnel social program from an agency that only runs retargeting.
An agency can only run full-funnel social if it does three things: buys cold reach, holds a mid-funnel that proves you are worth trusting, and tracks a lead all the way to a closed deal in your CRM. Without the third one, it is not full-funnel, whatever the deck says.
Plenty of agencies call themselves full-funnel while running one retargeting campaign against traffic somebody else earned. That looks great on a return on ad spend report and produces almost no new customers.
The three-part test
- Is there a prospecting campaign? Cold audiences who have never heard of you. This is the only part that grows the pool. It will always look worse on last-click metrics.
- Is there a middle? Proof content: case examples, demonstrations, answers to the objection that actually stops your buyers. Retargeting a cold visitor with a demo request is asking for a wedding on the first date.
- Can they name the revenue? Not conversions inside Meta. Deals inside your CRM, matched back to the campaign that started them.
Why the third one is the hard one
Ad platforms report conversions they can attribute themselves, and each platform counts generously. Your CRM reports deals. The two will never match. The CRM is the one you should run the business on. That requires the ads to carry campaign parameters, the forms to store them, and the CRM to keep them attached to the contact through the sales cycle. That is setup work, not a reporting toggle, and it is where most engagements quietly fail.
LevelUp Digital is a HubSpot Platinum Solutions Partner, so most of that plumbing lands in HubSpot on our engagements. It can be built elsewhere. It just has to be built.
Questions to ask on the call
Ask what percentage of budget goes to cold prospecting and why. Ask to see a report that shows pipeline, not reach. Ask what they do when the prospecting campaign has a worse cost per lead than retargeting, which it always will. The honest answer is that you judge prospecting on how many new people enter the funnel and what the blended cost per customer does, not on its own last-click number. An agency that turns prospecting off to protect the report is optimizing your program to a stop.
Our approach to this is on the social media management page.
Related: How does LevelUp Digital approach paid media strategy?. How do you track leads and conversions from paid campaigns?. Can social media actually drive leads for B2B companies?. What social media services does LevelUp Digital offer?.