Paid social · X

X ads, inside the conversation.

Promoted posts, video and trends placed where the news is happening. Built for brands that want to ride the moment, not wait for it. Part of our paid social practice →

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01What we run 02How it works 03The usual asks

What we run

What we actually run.

Three buckets of work, one real-time team, one weekly readout.

Promoted posts

Inside the feed.

Single-image, video and carousel ads placed inside the live conversation, not a sidebar.

Promoted posts, replies and quotes
Video ads inside the timeline
Three creative tests live every fortnight

Promoted trends

Top of the feed.

Day-of visibility on the trends list. Reserved for moments when the news cycle is yours to ride.

Trend takeover and Trend+ formats
Same-day creative against the news cycle
Conversation tracking through the day

Real-time targeting

Topics, not just demos.

Target by keyword, conversation, event and follower of a specific handle. Where attention is, not where audiences sit.

Keyword and conversation targeting
Event takeovers around sport and news
Follower-of targeting against rival brands

How it works

How this works.

Four steps from brief to live, then a weekly rhythm you can audit against.

Step 1

Brief.

Send the budget, the goal and the asset trove. We come back with an X plan inside 48 hours.

Step 2

Build.

Account structure, audiences, tracking and reporting wired up inside week one.

Step 3

Launch.

Spend goes live with a named owner. You see the dashboard the same day.

Step 4

Optimise.

Daily checks, weekly readout, monthly strategy review. No surprises in the invoice.

What you actually get

Five things you can hold us to from week one.

The version of X Ads a senior in-house newsroom would expect, written down before the engagement starts rather than after.

→Real-time targeting by keyword, conversation and event.
→Creative produced for the feed, briefed against the news cycle.
→Conversion tracking that survives the platform's attribution quirks.
→Weekly readout with engagement and brand-lift indicators.
→Named account owner who watches the feed alongside you.

Questions

The usual asks.

The questions people ask in the first call. If yours isn't here, hit reply on the brief form.

What is the minimum monthly spend?

From £10k per month working media. Below that, conversation targeting does not have enough signal to optimise against. We would rather tell you that than take the retainer.

Who owns the X Ads account?

You do. We work inside your Ads account or stand up a fresh one in your name. If we part ways, the account, pixels and audiences stay with you.

Is X still worth spending on?

For some categories, sport, entertainment, news, finance, B2B tech, the audience and the conversation are still there. For others it is not. We tell you which side you fall on in the first call, not after the contract.

Do you produce the creative?

Yes, static, motion and reactive edits from an in-house studio that can turn around against the news cycle. Live shoots go to a production company we co-brief with you.

How do you handle brand-safety risk?

Keyword and conversation exclusions managed weekly, sensitive-topic flags reviewed in every readout, and the option to pause same-day if a moment turns. Documented in writing before launch.

How do you bill?

Management fee billed monthly in advance. Media spend billed at cost, with the X invoice passed through unmarked.

Brief the team

Send us the brief.

Plain English. Budget, goal, the assets you already have. We come back with a plan and a name on it inside 48 hours.

Send a brief →

Same practice

Up a level, or sideways.

X is one platform inside paid social. Go up a level to the parent practice, or sideways to a sibling platform on the same weekly rhythm.

Up a level · Practice