Sonia Beroud, paid social consultant

A Paid Social Consultant
Who Makes Your CFO Happy

Because “more impressions” won’t save you in the next board meeting.

Your agency’s celebrating a wall of impressions and a flood of cheap engagement that hasn’t brought in a single lead. Me? I fill your pipeline. Reach is your agency’s hobby, not mine.

Time for paid social that actually sells?

CONTACT MEABOUT ME

Always learning, never earning

Your Ads Are Running… But Are They Working?

Your agency keeps telling you the ads are “optimizing,” the algorithm is “learning,” and success is just around the corner. Meanwhile, your cost per lead is skyrocketing, sales aren’t budging, and reporting feels like a data dump with no real insights.

Sound familiar? Let’s talk about what’s actually going wrong.

The “Just Trust the Algorithm” Cop-Out

Your agency’s favorite scapegoat? The algorithm! But wait a minute… isn’t it their job to navigate and optimize within it?

  • Meta, TikTok, LinkedIn: they all have algorithms, and they’re always changing. Nothing new here.
  • If your agency’s only strategy is to “wait and see,” what exactly are you paying them for?
  • The real paid media experts know how to work with the algorithm , not against it.
Account activity Last 30 days
  • Trusted the algorithm Jun 2
  • Trusted the algorithm May 26
  • Trusted the algorithm May 19
  • Trusted the algorithm May 12
Manual optimizations · 30d0

The “We Need More Data” Delay Tactic

It’s been three months, and you’re still hearing, “The algorithm needs time to learn.” Meanwhile:

  • Your sales team is twiddling their thumbs, waiting for leads that never come.
  • Your CFO is side-eyeing your budget, wondering where the actual revenue is.
  • Your competitors? Yeah, they’re not waiting: they’re eating your market share while you “collect data.”

How long are you supposed to wait? Another quarter? Another year?

Campaign status Live

Optimizing

80%
  • Gathering data…
  • Adjusting bids…
  • Recalibrating…

Learning phase · month 7 ETA: forever

Spending More, Getting Less: The Endless Budget Drain

Every month, your agency’s answer to underperformance is the same: “Let’s increase the budget.” But wait…

  • Didn’t they say that last month? And the month before that? When does “more budget” stop being the only solution?
  • If more money is the only lever they know how to pull, what exactly are they optimizing?
  • Throwing more cash at bad results isn’t strategy: it’s lazy account management.

More budget should amplify success, not be a desperate attempt to fix failure. If spend keeps going up, but performance stays flat, your money isn’t working harder, it’s just disappearing faster.

Spend vs revenue 6 months
Ad spend Revenue

A donation, not a strategy

The Money Pit: Optimizing for Metrics, Not Money

You feel like you’re paying for clicks, not customers. And that’s a problem.
If traffic isn’t turning into revenue, you don’t have a paid social strategy: you have a generous donation to Meta, TikTok and LinkedIn.

The math isn’t mathing. Time for a reality check!

Data, Data Everywhere… But Where’s the ROI

You get pages of charts, reports, and fancy dashboards… but when you ask, “Are we actually making money?”, you get:

  • A long-winded response with no real answer.
  • A slide deck with 40 metrics... but none that tie back to revenue.
  • More excuses about “brand awareness” and “upper-funnel performance.”

Is this reporting or a smokescreen?

Performance All metrics
1.2MImpressions 3.4%CTR $4.10CPM 842KReach 6.7%Eng. rate +35more metrics
Revenue$0

The Creative Testing Hamster Wheel

You’re stuck in a never-ending loop of new ads, new formats, new experiments... but no new wins.

  • “Let’s test more creatives!” Cool, but are we learning anything or just wasting time?
  • More A/B tests shouldn’t mean random guesswork . There should be a clear strategy.
  • If every underperforming ad is met with “We just need to test more”, are we fixing the problem or ignoring it?

Testing should fuel performance, not be a stall tactic for deeper issues.

Creative testing Running
V1 V2 V3 V4 V5 V6
Winning ad: none · still testing

The Algorithm Isn’t the Problem: Your Strategy Is

Your agency blames the algorithm, seasonality, the economy, Mercury in retrograde... basically, anything but their poor paid social strategy.

  • Paid media isn’t about crossing your fingers and hoping the algorithm figures it out.
  • The best strategies force results, not react to what the algorithm is doing.
  • If your agency is blaming everything but themselves, maybe the problem is them.

The algorithm isn’t your problem. A lack of expertise is.

Account review Q2

Reasons given this quarter

  • The algorithmblamed
  • Seasonalityblamed
  • The economyblamed
  • Mercury retrogradeblamed
Strategy reviewedNever

Twelve people couldn’t. One can.

Meet Your Unfair Advantage: a No Nonsense
Paid Social Consultant

You don’t need another agency drowning you in excuses, fluff metrics, and wasted ad spend. You need someone who gets the pressure of delivering results: real leads, real sales, real revenue, real ROI. You need someone who treats your budget like their own and makes every dollar work harder.

That’s where yours truly comes in.

Sonia Beroud, paid social consultant, portrait photo

Chasing vanity metrics

Strategy That’s Built for Sales, Not Just Clicks

Vanity metrics won’t impress your CFO. I craft strategies designed to generate revenue, not just traffic. If an ad doesn’t contribute to your bottom line, it’s not doing its job.

Recycled strategies

No Cookie-Cutter Playbooks: Every Business Is Different

Your market, audience, and goals are unique. So why settle for a recycled strategy? I build a custom approach that aligns with your business, not just what worked for someone else last year.

Ads with no funnel behind them

More Than Just Ads: A Full-Funnel Growth Partner

An underperforming landing page will kill even the best ad campaign. I optimize every touchpoint, from targeting to creative to conversions, so you’re not just running ads: you’re driving results.

Want to see what paid social can really do? Let’s talk.

CONTACT ME

The honest comparison

Consultant math vs agency math vs in-house math

Is your math really mathing? Maybe not.

Option 01

Best fit

Consultant

The senior advantage

Who

Me. Always.

15 years of experience on, well, pretty much everything. Strategy, audits, management, reporting: you name it!

Strategy vs Execution

Both, every week

Strategy that actually ships. Not a 60-slide deck that sits in a Drive folder.

Your business

Embedded, minus the headcount

I read your sales calls, sit in your team meetings, and know your market, competitors, margin.

Continuity

One person. Always the same person.

No account manager rotation. No re-onboarding every three months.

Accountability

Direct line, no buffer

My name is on every result. There’s no PM, AM or intern to hide behind.

Speed

Slack me. Reply today.

No tickets, no triage. Direct channel, senior brain on the other end.

Option 02

Agency

The traditional route

Who

Sold by the senior, done by the junior

Pitched by a director. Executed by whoever started last month (or last week).

Strategy vs Execution

Strategy in the SOW, execution wherever

You pay for the strategist. You get whoever the PM staffed today.

Your business

You’re 1 of 75 accounts

Industry templates with your logo dropped on top. Generic by design.

Continuity

AMs and strategists rotate

Every rotation = a re-onboarding tax you pay in hours and lost context.

Accountability

Diffused across the org chart

AM blames the strategist, strategist blames the specialist, specialist blames the platform.

Speed

Ticket → AM → Strategist → Specialist

"We’ll get back to you in 3 to 5 business days." Awesome.

Option 03

In-house

The internal standard

Who

Whoever you can afford

Senior salary or junior salary, depending on how much you can pay. Plus benefits, taxes, employer contributions...

Strategy vs Execution

Mostly execution

The day-to-day eats the calendar. Strategy gets done at 10pm (or not at all).

Your business

The main focus... with no benchmark

Knows everything about you. Sees nothing about what works elsewhere.

Continuity

~18 months average tenure

Marketing roles churn fast. Your playbook walks out the door with them.

Accountability

On you, at the board meeting

Internal teams own ROI, and also own the defense of it. With no external support or fresh set of eyes.

Speed

Fast (if they’re at their desk)

Real-time when present, blocked when on PTO or in another meeting.

The hard truth, not the nice one

A Growth Partner for CMOs
Who Won’t Settle for “Good Enough”

Because your budget isn’t unlimited, and your patience isn’t either.

  1. Strategy

    A Strategy Built for Growth

    Forget meaningless engagement metrics. I build and scale campaigns that:

    • Drive qualified leads that turn into paying customers.
    • Lower acquisition costs while increasing profitability.
    • Stay ahead of platform changes and algorithm shifts.
    Let’s fix this
  2. Spend

    A Smarter Approach to Ad Spend

    Throwing more money at underperforming ads isn’t a strategy: it’s a waste.

    • I prioritize efficiency, ensuring you get better results without blowing your budget.
    • I optimize every dollar spent, cutting waste and maximizing ROI.
    • I focus on scalable growth, so you’re not just spending more: you’re also earning more.
    Let’s fix this
  3. Creative

    Creative That Converts, Not Just “Looks Good”

    If your ads aren’t stopping the scroll and driving action, they’re useless. I help brands develop:

    • Messaging that speaks to decision-makers and drives action.
    • A/B testing strategies that go beyond random guesses.
    • Creatives tailored to each social media platform for maximum impact.
    Let’s fix this
  4. Reporting

    Clear, Actionable Reporting: No Buzzwords, No BS

    You shouldn’t need a data science degree to understand your reports. I provide:

    • Straightforward insights into what’s working and why.
    • Metrics that actually matter to your business.
    • Full transparency, so you always know where your money is going.
    Let’s fix this
No Googling required

Tell me what hurts. I’ll handle the fix.

Every one of these is a mess I’ve cleaned up before. Yours is next.

my social ads aren’t converting
Suggested fixes9 results
my social ads aren’t converting

Paid Social Audit

my Facebook ROAS fell off a cliff

Facebook Ads Services

my Instagram ads get likes, not sales

Instagram Ads Management

my TikTok ads bring views, not buyers

TikTok Ads Services

everyone skips my YouTube ads

YouTube Ads Management

my products get buried on Pinterest

Pinterest Ads Services

LinkedIn ads cost a fortune, no leads

LinkedIn Ads Services

my X ads just attract bots

Twitter Ads Services

i’m just winging my paid social

Paid Social Coaching

I’d tell you myself, but…

I'll let my clients do the talking

That's what they said.

I consider Sonia my true secret weapon in SEO. Her level of rigor and professionalism is exceptional. I highly recommend her services to any company that wants to improve its organic visibility.

Tony Villela, Goldtex Tony Villela, Goldtex

It’s a pleasure working with Sonia. She has SO much knowledge in both SEO and paid media and she constantly thinks what can be done to improve our brand’s performance even more. We are very lucky to be working with her!

Noga Mor, Dovly Noga Mor, Dovly

Sonia is outstanding; she has been an absolute game-changer for our company. We wholeheartedly credit Sonia for our renewed profitability and highly recommend her services to any business needing a top-notch media buyer.

Ayman Kaouss, Benisouk Ayman Kaouss, Benisouk

Sonia is by far one of the most talented and sharp digital marketers our company has ever worked with. Since hiring her, our CPAs on Facebook and Google decreased by over 60%. Highly recommend!

Nour Kaiss, Revive Superfoods Nour Kaiss, Revive Superfoods

Sonia is a well-rounded + well-versed marketing professional. She is trustworthy and very knowledgeable about best SEO practices, and always implements everything necessary for our brand to get the best results.

Clarissa Shine, Crow Canyon Home Clarissa Shine, Crow Canyon Home

Sonia was a huge help on both managing our Meta ads and helping us build our SEO strategy. She’s evidently knowledgeable about both subjects and was very kind and patient when showing me the ropes.

Gabrielle Stalker, Bestar Gabrielle Stalker, Bestar

Sonia has helped us turn our paid search efforts into meaningful revenue and a significant source of pipeline. For anyone looking to expand the Google Ad presence and performance of their SaaS, Sonia is a great resource!

Daniel Arons, Kinetisense Daniel Arons, Kinetisense

No surprises on your invoice

What’s included in my paid social packages

As difficult as it is to package paid social, here’s an overview of what you can expect for each service category, with the starting price attached.

Option 01

Paid Social Audit

The first step.

From

$3,000

one-time engagement

  • Conversion tracking audit
  • Account and campaign structure audit
  • Targeting and audience audit
  • Creatives and ad copy audit
  • Performance review
  • Strategy & Roadmap
Let’s talk about it
Option 02 Best fit

Monthly Management

The work that compounds.

From

$2,000 /month

3-month minimum

  • Conversion tracking setup
  • Campaign planning and building
  • Audience building and testing
  • Creative and ad copy testing
  • Ongoing optimizations
  • Monthly/Bi-weekly reporting
Let’s talk about it
Option 03

Paid Social Coaching

When you want the brains, not the build.

From

$500 /h

no monthly commitment

  • On-demand paid social support
  • 1:1 strategy calls
  • Individual training sessions
  • Group training sessions
  • Paid social workshops
Let’s talk about it

Yes, even the price one

The Questions Your Paid Social Agency Won’t Answer

All your most pressing questions, I have already answered here. If it’s not in the list, you’ll have to ask me directly.

Sonia Online
Hey there! 👋🏻
Here are the questions I get asked most.
Answers are just a tap away!

Tap to ask

What does a paid social consultant do?
An experienced paid social consultant does exactly what your agency should be doing: turn your paid social campaigns from an expense into an investment.
Anyone can throw money at ads, but an expert will make sure you get a return, by dialing in targeting, refining creatives, and making data-backed decisions that bring in real business.

How do paid social services work?
It’s not just “setting up ads”: it’s building a system that scales.
First, we audit. Then, we stop the bleeding and optimize. Last but not least, we scale.
It’s all about building a strategy designed for growth: better targeting, smarter creatives, and constant optimization to get you the best return possible.

Why pay for ads when I have solid organic reach?
Organic reach is great… until the algorithm decides to ghost you.
Paid social lets you take control: getting your message in front of the right people when you want, not when Meta or LinkedIn feels like it.
Plus, if you think organic reach alone will scale your business, I have some bad news for you: it simply won’t.

What are the benefits of paid social ads?
More eyeballs on your brand. More qualified leads. More control over who sees your message.
Oh, and results you can actually measure (unlike that “brand awareness” play that just makes your CFO roll their eyes).
Done right, paid social doesn’t just bring in traffic: it brings in revenue.

What is the difference between paid social and paid search?
Paid search captures demand (people searching for what you offer), while paid social generates demand (putting your offer in front of the right people before they even know they need it).
Both have their place, but if you want to stop relying on people already looking, paid social is how you get ahead.

Should I invest in paid social or paid search?
Short answer? If you want a full-funnel strategy that actually converts, you should invest in both.
But if you have to choose? While paid search is great for bottom-of-funnel buyers, paid social helps build demand so you’re not fighting for scraps.
Want to grow aggressively? Paid social is your best friend.

What social media channels should I advertise on?
Wherever your actual customers are.
B2B? LinkedIn’s a no-brainer. E-commerce? TikTok and Meta print money when done right. High-end products? Instagram’s got you covered.
The key is choosing the right platform, not just blindly throwing money at every channel with an “Ad” button.

Why should I outsource paid social advertising?
Because you have better things to do than obsess over ad performance, audience targeting, and creative fatigue.
A great paid social consultant makes sure your ads aren’t just running: they’re winning.
More leads, lower costs, better ROI.
And no, your in-house team “boosting posts” isn’t the same thing.

How much does a paid social consultant cost?
It depends on your budget, goals, and how much heavy lifting needs to be done.
But here’s the real question: how much is it costing you to run underperforming ads?
Bad campaigns burn way more than a consultant fee ever will.

What are the next steps if we decide to work together?
We chat, I audit your current ads (or build a strategy from scratch), and then we get to work making your ad dollars actually work for you.
No fluff, no nonsense: just results.
Simple as that.
Start a real conversation

ROI-focused social media ads start here. Are you ready?

Get in touch!

Address:
1295 Des Carrieres Street
Suite 203
Montreal (QC), H2S 0E1
Phone: +438-738-3616
Email: sonia@bersomarketing.com