What does a paid social specialist do for your business?

A paid social specialist — in Uzbekistan usually called a targetolog — sets up and runs paid ads on Instagram and Facebook. The job is simple to describe: show your ads to people who actually need your product, and turn every dollar spent into an enquiry or a customer.

What exactly does the specialist do?

1. Studies the niche and competitors. Who your customers are, what worries them, why they should choose you — good ads start from these answers.
2. Builds the audience. Age, gender, city, interests, behaviour. For a cosmetologist, for example: women aged 23–45 in Tashkent interested in skin care.
3. Prepares creatives and the offer. Which photo or video, which text and which offer (for example, "first consultation free") will stop people scrolling and make them write.
4. Launches the campaign. In Meta Ads Manager: objective, budget and placements (Reels, Stories, feed).
5. Monitors and optimises daily. Pauses expensive ads and moves budget to the ones bringing cheap leads.
6. Reports. How many leads came in, what each one cost and what to do next.

Paid social vs SMM — what is the difference?

An SMM specialist runs the page: content plan, posts, Stories, talking to followers. A paid social specialist brings new people to that page through paid ads.

Think of SMM as the shop window and paid ads as the road that brings customers to the shop. Each works better with the other. More: SMM or paid ads: what does your business need?

When does a business need one?

• You have a page, but hardly anyone writes in Direct.
• You spend money through the "Boost" button and get only likes.
• A single lead costs too much and you do not know why.
• You opened a new service or branch and need customers fast.

What do real results look like?

Numbers from my projects (Ads Manager data):

• 8 projects, each starting from zero leads;
• 4,600+ leads in total via Direct and lead forms;
• average cost per lead $0.40, the lowest $0.09 (Dodamed clinic).

Details for every project: Portfolio.

How to choose a good specialist

• Ask for real cases. Ads Manager screenshots, before-and-after numbers.
• Look at cost per lead, not likes. The key metric is what one lead or customer costs.
• Expect clear reports. What was spent each week and what it brought, in numbers.
• Be careful with "100% guaranteed". Ads are tested; an honest specialist explains the process instead of promising miracles.

Bottom line

A paid social specialist turns your ad budget into customers, not likes. If money goes into ads and Direct stays empty, the problem is usually the audience, the creative or the offer — and it can be fixed.

First consultation is free: I will review your page and ads and show where the money is leaking. Leave a request.