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Social mediaadvertising

Social media advertising is not "boost a post". It is a paid system running across Facebook, Instagram, TikTok, LinkedIn and YouTube, with a defined audience, creative built per platform, and measurement that goes all the way to profit. We run it for one outcome: leads and sales at a cost that pays back.

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Brands that trust us

About Us

The right network, the right creative, a cost that pays back

Most businesses spread budget across several networks without knowing which one actually produces sales. We start the other way around: find where the buying audience is, build creative made for that platform, and connect measurement that shows real cost per lead and real ROAS - not the platform's flattering report.

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Already advertising and seeing no leads?

We audit the existing accounts, find where budget is burning, and rebuild audiences, creative and tracking.

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Not sure which network to start with?

We pick the first network together based on business type, deal size and your ability to produce content - and only expand once it is profitable.

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Shay Cohen, founder of SFB
Trusted by leading brands
Platforms
Google AdsGoogle AnalyticsGoogle Tag ManagerShopifyFacebookTikTokYouTubeLinkedInWordPress

On Google the customer finds you. On social, you find them.

That is the whole difference: here the creative and the offer decide whether the ad works, not the search term.

How we work

How we run paid social

Network choice

By where buyers are, not by trend

Audiences and creative

A message built per platform

Real measurement

Pixel, Conversions API and true ROAS

Optimisation

Weekly reviews against CPL and ROAS

What is social media advertising? Social media advertising is paid placement on platforms such as Facebook, Instagram, TikTok, LinkedIn and YouTube, where the ad is shown to an audience selected by demographics, interests and behaviour rather than by a search term. Because the user was not looking for you, the creative and the offer decide whether the ad works. Pricing is usually per thousand impressions (CPM) or per click (CPC), and results are measured in cost per lead (CPL) for service businesses or return on ad spend (ROAS) for ecommerce. Last updated: September 2026.

Creating demand, not just capturing it

When someone types "locksmith in Tel Aviv" into Google, the demand already exists and you are simply capturing it. The problem: the number of people searching for you each month is capped, and you cannot grow past it. Social media advertising does the opposite - it creates demand among people who did not yet know they needed you. That is why a business that has hit its ceiling on Google usually grows next on paid social.
The second advantage is precision. Social platforms let you define an audience by age, location, job title, interests, purchase behaviour, an existing customer list, and anyone who already visited your site. That makes a full funnel possible: first exposure to a cold audience, warming for people who watched a video, and tight retargeting for cart abandoners - each stage carrying a different message.
The third advantage is entry cost. In the Israeli market, the cost of reach on social is still meaningfully lower than the cost per click on competitive search terms, which lets you test new offers and messages on a small budget before committing. A full channel comparison is in Google Ads versus Facebook Ads.

Which social network fits your business

There is no single "best" network. There is a network that fits your business type, your deal size and the kind of content you can realistically produce on an ongoing basis. The table below is the logic we ourselves use when building a mix for a new client:
NetworkWho is thereBest forCommon pricing modelWhen not to pick it
Facebook & Instagram (Meta)The widest audience in Israel, nearly every age and verticalLead gen for service businesses, ecommerce sales, retargetingCPM optimised for conversionsAlmost always yes. Weakest fit for products needing long technical explanation
TikTokA younger core, but 30+ is the fastest growing segmentVisual consumer products, brands that can produce short videoCPM for videoIf you cannot produce fresh video every couple of weeks
LinkedInDecision makers, managers and defined job titlesB2B, recruiting, high ticket servicesRelatively high CPCLow ticket B2C. The cost per click simply will not pay back
YouTubeAlmost every audience, in both long and short videoDemand creation, product explanation, warming audiences before a conversion pushCPV or CPMIf you need leads this week and have no existing video

The rule of thumb we work by

Start with one network, not four. One network with enough budget for the algorithm to learn will always beat four networks fed crumbs. Only once the first network hits and holds its target CPL or ROAS do we expand to the second - and even then we start with warm audiences, not cold.

By business type

Ecommerce store: start on Meta with a product catalogue and dynamic retargeting, add TikTok once there is a steady video capability. Local service business: Meta with a lead form or landing page, audience set by geographic radius. B2B and large deals: LinkedIn by job title and industry, with Meta as a cheap retargeting layer. Brand building awareness: YouTube and TikTok for reach, Meta to collect the demand they create.
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How much does social media advertising cost

There is no fixed price. It is set by a real time auction and is affected by your vertical, the audience, creative quality, seasonality and who else is bidding at that moment. That said, these are the estimated ranges we see in the Israeli market, and they are enough to plan a budget and to know when something is off (figures are estimates and vary campaign to campaign):
MetricEstimated range in IsraelWhat it tells you
CPM - cost per 1,000 impressionsRoughly 15 to 45 ILS on Meta, higher on LinkedInWhat it costs to reach a thousand people. Driven by competition and seasonality
CPC - cost per clickRoughly 1 to 5 ILS on Meta, roughly 15 to 40 ILS on LinkedInWhat each click costs. Heavily influenced by creative quality
CPL - cost per leadRoughly 10 to 60 ILS for service businesses, higher for large dealsThe metric that actually matters for lead gen. Depends on the offer and landing page
Minimum daily campaign budgetRoughly 30 to 50 ILS per dayBelow this the algorithm struggles to exit the learning phase
Reasonable starting monthly budgetRoughly 3,000 to 8,000 ILS per networkA starting point for collecting data before drawing conclusions
Note that the only number that truly matters is the last one in the chain: the cost of a lead that closes, or the return on spend. A cheap CPM with weak creative is not an achievement. More detail on Meta is in how much Facebook advertising costs, and for video in the YouTube advertising cost table.

What our paid social management includes

01

Strategy and channel mix

We map the audience, the deal size and the existing funnel, and from that decide which networks run, in what order, and what budget each one needs to even exit the learning phase.

02

Audience building

Cold audiences by interest and behaviour, lookalikes built from real customer lists, and retargeting audiences segmented by depth of engagement - video view, product page visit, cart abandonment.

03

Creative per platform

The same ad does not work everywhere. A vertical story, a short TikTok video and a product carousel for the feed are three different creatives, not three crops of one. We produce and refresh them on a cadence, because creative fatigue is the number one cause of rising CPL.

04

Measurement setup

A correct pixel, server side Conversions API, accurate conversion events and a GA4 connection. Without those you are optimising against a wrong number. See also analytics and measurement.

05

Ongoing optimisation and reporting

A weekly review against target, switching off what fails, scaling what works, and A/B tests on offer, audience and creative. You get a report written in the language of cost per lead and profit, not "we got 400,000 impressions".

Why the in-platform report is almost always inflated

This is the point most advertisers miss. Meta's, TikTok's and LinkedIn's ad managers report the conversions they attribute to themselves - including people who only saw the ad and never clicked, and conversions that would have happened anyway. The result: adding up conversions across platforms almost always produces a number larger than the real order count in your own system.
Since the iOS privacy changes and the loss of much cookie data, that gap has only widened, and platforms fill it in with statistical modelling. So we do not manage budget against the in-platform number: we connect a server side Conversions API to restore signal quality, and compare against the real source - the order system or the CRM. The full explanation is in platform ROAS versus true ROAS.
The practical implication: if you compare networks using their own reports, you are comparing apples to oranges. The only comparison you can trust is what a closed lead, or a shekel of revenue, actually cost you on each network separately.
The Process

What working with us looks like

  1. 01

    1. Audit and diagnosis

    We review existing accounts, tracking, audiences and creative, and find where budget burns today.

  2. 02

    2. Strategy and mix

    We choose a first network, set a target CPL or ROAS, and build a funnel with a message per stage.

  3. 03

    3. Measurement setup

    Pixel, Conversions API and correct conversion events - before budget goes live, not after.

  4. 04

    4. Launch and learning

    Campaigns go up, the algorithm exits the learning phase, and we collect data before drawing conclusions.

  5. 05

    5. Weekly optimisation

    Switch off what fails, scale what works, and refresh creative before it fatigues.

  6. 06

    6. Expansion

    Only once the first network is profitable and stable do we add the next one.

Why businesses choose to work with us

Measured to profit - we work against real cost per lead and real ROAS, not impressions
One network at a time - we expand only after the previous one is profitable
Creative per platform - not one ad cropped for every network
Server side tracking - Conversions API that restores signal quality after the privacy changes
Real experience - 50M+ ILS in media budgets and 400M+ ILS in sales through our hands
Full transparency - you see the accounts, the data and the decisions
No long lock in - a fair agreement; if you are happy, you stay

Why brands trust us

We do not explain paid social from the sidelines. We run live campaigns on Meta, TikTok, LinkedIn and YouTube for ecommerce brands and service businesses, with media budgets of over 30 million shekels a year. More than 400 million ILS in sales and 50 million ILS in media budgets have passed through our hands, across dozens of brands and 10+ markets.

That experience is the differentiator: when you manage budgets at that scale you learn quickly what actually moves the needle and what is just noise. We are certified Google Partners, we measure to profit rather than to the click, and we work in full transparency - the accounts are yours, the data is open, and every decision is explained.

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Media budgets

A guide for every network

Each platform has its own rules. These are the full guides we wrote for each one:

FAQ

Questions about the service, answered here

Social media advertising is paid placement on platforms such as Facebook, Instagram, TikTok, LinkedIn and YouTube, where the ad is shown to an audience chosen by demographics, interests and behaviour rather than by a search term. Pricing is usually per thousand impressions or per click, and results are measured in cost per lead or return on ad spend.

A reasonable starting point for a single network is roughly 3,000 to 8,000 ILS of media per month, on top of management. Below a daily budget of roughly 30 to 50 ILS the algorithm struggles to exit the learning phase, so spreading a small budget across several networks usually returns less than one focused network.

It follows from business type and deal size. Ecommerce stores and local service businesses almost always start on Meta (Facebook and Instagram); B2B and high ticket deals suit LinkedIn; brands with an ongoing video capability gain from TikTok and YouTube. We pick one first network and expand only once it is profitable.

On Google the customer is already searching for a solution and you capture existing demand; on social you create demand among people who have not searched yet. So on Google the search term is the engine, while on social the creative and the offer are the engine. Most mature businesses run both in parallel.

The first two to four weeks are mostly learning and data collection. Real conclusions about cost per lead or ROAS usually arrive after one to two months of continuous running, with creative rotated and tested along the way.

Not on every network, but it is effectively mandatory on TikTok and YouTube. On Meta you can still get strong results with stills and product carousels. If you cannot produce fresh video regularly, it is better not to open the video led networks at all.

Because the platform also attributes conversions from people who merely saw the ad without clicking, and fills missing data with statistical modelling after the privacy changes. The fix is a server side Conversions API connection and comparing against your order system or CRM as the single source of truth.

No long lock in. Our agreement is fair - the accounts and assets stay yours, and if you are happy you stay.

Solutions

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