Ben Gould

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Paid Media Specialist

Ben Gould is a Paid Media Specialist at Giraffe Social with more than ten years’ experience across marketing and paid advertising. He specialises in paid social strategy, campaign setup, media buying, optimisation and measurement across major social platforms. His writing focuses on practical, data-led advertising decisions and how creative and targeting work together to produce commercially meaningful results.

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How to Build a Full-Funnel Paid Strategy for a Travel Brand

When it comes to marketing your travel brand, the one thing to keep in mind is travel booking windows can span 20 to 90+ days and have over 50 marketing touch points. One other important factor to consider is not relying on last-click attribution. This

banking

Making Financial Literacy Shareable: Social Formats That Turn Education into Engagement

Financial services are in the middle of a trust reset. Younger consumers are no longer defaulting to banks, advisors, or institutions, they’re turning to decentralised, creator-driven communities instead. As of early 2025, over seven in ten Gen Z consumers and nearly the same proportion of

channel strategy

From Learners to Leaders: Building Social Campaigns Around Real Transformation Stories

The most powerful proof of learning isn’t in a certificate; it’s in the story that follows. Skills platforms and learning brands are shifting from course promotion to hum transformation storytelling. Although the many brands rely on abstract promises, rather than showing real people changing their

CTA / Vertical / Pinterest Ads

Pinterest Ads Manager: A Step-by-Step Guide to Creating Effective Campaigns

Pinterest isn’t just a “scrapbook” anymore; it’s one of the most intent-driven ad platforms. Users come here to plan, save and ultimately, purchase, which is why Pinterest Ads have quietly become a go-to channel for brands looking for high-quality traffic and highly converting audiences. Whether

CTA / Vertical / X Ads

To X or Not to X: Evaluating the Continued Value of X Ads for Brands

In the world of digital marketing, one question always revolves around marketers’ minds: should we be running ads on X? With platform changes, user behaviours ever evolving, and budgets being under the microscope. In this blog, we’ll explore both sides of the argument, look at

CTA / Vertical / TikTok Ads

A Complete Guide to TikTok Spark Ads: Amplifying User-Generated Content for Brands

TikTok is now one of the most popular video social media platforms, gaining popularity during the Covid lockdown in 2020, where many were stuck at home unable to film content with friends. Since then, authentic content has remained a staple for TikTok and has evolved

CTA / Sector / Travel

Beyond the Façade: How Ultra-Luxury Hotels Can Put the Human Back Into Their Social Storytelling

When we picture a luxury hotel, we all imagine flawless imagery, gleaming marble, infinity pools and immaculate suites. The problem with perfection is that this can risk feeling sterile online. In a digital landscape driven by emotion and connection, audiences crave stories that feel real,

CTA / Sector / Education

LinkedIn Isn’t Enough: How Skills Platforms Can Win on TikTok, Instagram, and YouTube

When it comes to showcasing your skills online, instantly most minds will go to LinkedIn as the source. However, if the content that is being produced only exists on LinkedIn, you’re already preaching to the converted. It’s a great source for professional development content but

benchmarking

Comparative Analysis: Understanding Your Social Media Performance Against Industry Standards

Is your social media performance strong or just average for your industry? Many brand track metrics is isolation (likes, clicks, followers) without knowing how they stack up against competitors. The problem is, without industry benchmarks, performance data lacks context. In this article, we’ll explore how

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Author: Ben Gould

Ben Gould

A Complete Guide to TikTok Spark Ads: Amplifying User-Generated Content for Brands

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