How to launch an effective and profitable social media advertising campaign in Switzerland?
- LANE Digital
- Oct 29
- 4 min read
Updated: Dec 5
In a digital world where attention is a precious commodity, knowing how to launch a social media advertising campaign effectively can make all the difference. Whether it's to increase brand awareness, generate qualified leads, or boost sales, social media offers unparalleled targeting and visibility power.
At LANE Digital, we regularly help companies of all sizes design and manage high-performing advertising campaigns on Meta (Facebook/Instagram), LinkedIn, TikTok, and Pinterest. Here are the key steps to making yours a success.
1. Define clear and measurable objectives
First and foremost, ask yourself the right question: Why do you want to launch this campaign?
The objectives may vary depending on the maturity of your brand, your target audience, and your sales cycle.
Examples of advertising objectives on social media:
Gain visibility with a new audience
Generate leads for your sales team
Promote an event or product launch
Boost traffic to your website
Increase online sales
At LANE Digital, every project begins with a clarification of objectives and key performance indicators (KPIs), for a results-driven campaign.
2. Know your target audience well for precise targeting
Social media platforms offer powerful tools for audience segmentation: demographic criteria, interests, behaviors, connections, etc. But without a good understanding of your customers, these options remain ineffective.
Some questions to ask yourself:
Who are your ideal clients?
Where do they spend their time online?
What content inspires or reassures them?
What problems are they trying to solve?
3. Choose the right channels for your social media advertising campaign
Each platform has its strengths, its own codes, and its own formats. It's pointless to try to be everywhere if your target audience isn't there.
Network | Ideal goal | Recommended format |
Visibility, reputation, inspiration | Videos, carousels | |
Lead generation, retargeting | Native forms | |
B2B, recruitment, thought leadership | Sponsored Content | |
TikTok | Young audiences, creative engagement | Native videos |
E-commerce, inspiration | Sponsored pins |
Tip: It's better to invest in 1 or 2 well-chosen platforms than to spread your budget across all of them.
4. Create attention-grabbing advertising content
Content is key: a good audience that isn't targeted effectively won't convert. For a social media advertising campaign to be successful, your creative must grab attention from the very first seconds.
Checklist for effective content:
A clear, profit-oriented message
An eye-catching visual or a dynamic video
A tone that resonates with your target audience
An explicit call to action
At LANE Digital, our creative teams design visuals and videos that are consistent with the codes of each platform and each stage of the user journey.
5. Configure and launch the campaign meticulously
Once your content is ready, comes the technical step: setting up the campaign.
Mistakes to avoid:
Forgetting to exclude recent buyers
Launching too many audiences with a limited budget
Do not install tracking pixels
6. Analyze the results and adjust continuously
A campaign cannot be managed in a "one-shot" fashion. Real-time analysis of results is essential to optimize performance.
KPIs to monitor:
Cost per thousand impressions (CPM)
Click-through rate (CTR)
Conversion rate
Return on advertising investment (ROAS)
7. Integrate your campaign into a comprehensive marketing strategy
Too often, campaigns are conceived as isolated actions. Yet, they perform better when integrated into an overall strategy: SEO, newsletters, CRM, events, etc.
Recommended additional actions:
Optimized landing pages
Automatic reminder emails
Retargeting across multiple channels
8. What budget should be allocated for a social media advertising campaign?
The budget depends on the objectives, the platform chosen, and the size of the audience.
Key points:
Local campaign: from CHF 300
National campaign: CHF 1,000 to 3,000/month
B2B / complex conversion: > CHF 2,000 including testing
Tip: Reserve 20% of the budget to test several designs.
10. Trends to incorporate by 2025
Authentic Content (UGC)
Short vertical videos
Campaign automation (e.g., Meta Advantage+)
Multichannel & cross-platform tracking
11. How long does an effective campaign take?
Test phase: 7 to 10 days
Optimization phase: 3 to 4 weeks
Growth: campaigns over 1 to 3 months
12. The importance of A/B testing
Always test several versions of a visual or message.
At LANE Digital, this lever often allows us to double performance with the same budget.
13. Post-campaign follow-up: not to be neglected
To do:
Export data
Identify the best audiences
Prepare for the next iterations
14. Structure your campaign: TOFU - MOFU - BOFU
TOFU: Attracting (Inspirational Videos)
MOFU: Convincing (testimonials, expert content)
BOFU: Convert (offers, forms)
15. Why use a Swiss agency like LANE Digital?
When to delegate?
You lack time or skills
Your current campaigns are stagnating
You want to scale up
Working with an agency saves time, helps avoid mistakes, and maximizes your results.
The most common mistakes to avoid
Blurred objectives
Inappropriate visuals
Targeting too broad
No conversion tracking
Premature abandonment of the campaign
Do not test different messages
Need personalized support? We're here to listen.
Our team supports you at every stage of your social media advertising campaign, from strategy to management, including creation and analysis.
