Paid social advertising — primarily on Meta (Facebook and Instagram), but also TikTok, Pinterest, and Snapchat — is the dominant paid acquisition channel for most DTC ecommerce brands. It's also the channel that has changed the most dramatically in the last five years, with iOS14 privacy changes, the shift to AI-optimized campaign structures (Meta Advantage+), and the rise of TikTok as a legitimate ecommerce platform all reshaping how effective paid social actually works.
This section covers paid social strategy and execution for Shopify brands: campaign structure, audience development, creative strategy and testing, budget allocation, ROAS targets and profitability frameworks, and the measurement challenges that make paid social attribution genuinely hard. We cover Meta Ads in depth — including the transition to Advantage+ and what it means for account structure — and give real coverage to TikTok Shop and TikTok Ads as the platform matures into a serious commerce channel.
We've been running paid social for ecommerce clients since the early Facebook Ads days. These resources reflect what we've learned navigating every major platform change along the way.
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