Paid social campaigns can be a tough sell. Depending on a client's business size, experience, and budget, it might be hard to justify ad spending in addition to the fees for ad management and any other services your agency may be providing. With that said, it's common digital marketing knowledge that personalization and audience segmentation are key to driving meaningful results. Organic social is limited by the fact you can't control who sees what. You're tossing messages out to followers, hoping that:  A client's follower base aligns with their ideal customer base Your posts are surfaced in front of those