Social media marketing measured on the leads and sales it brings in
Kilter is a Cape Town-based social media marketing agency for businesses anywhere in South Africa that need Facebook, Instagram, LinkedIn or TikTok to bring in work and want proof that it does. Our social media management covers 12 posts a month and managing up to R5,000 a month of ad spend, on up to two of those platforms, and you pick which. Both the posts and the ads are tracked to the WhatsApp chats, calls, forms and orders they produce.
Followers, reach and likes are easy to grow and hard to bank. Our report keeps them in the appendix and leads with enquiries, sales and what each one cost. It's a harder page for a social media marketing company to fill, and it's the one you're paying for.
From R6,500 a month for up to two platforms and 12 posts a month. You pay the ad spend straight to the platform.
What our social media management includes
12 posts a month and up to R5,000 a month of ad spend managed, on up to two platforms picked from the ones your buyers use. Tracking goes in before either starts, so the first month already has numbers you can judge.
Tracking first
The Meta Pixel and Conversions API on your website if you're on Facebook or Instagram, the TikTok Pixel or LinkedIn Insight Tag if you're on those, and tags on every link in a post, bio or ad. Google Analytics can then tell a visit from an Instagram story apart from one that came from a paid ad.
Picking your platforms
We'd usually put a private school on Facebook and Instagram, where the parents are, and a firm that sells to finance directors on LinkedIn. The plan recommends up to two platforms, with Facebook and Instagram counting as two, and says why we'd skip the others. You make the final pick.
Organic posts
12 posts a month in total, shared across your platforms. Each is written for its own platform rather than copied across, and made from photos and clips of your own team and work wherever we can get them. You see each month's posts before any of them go out.
Paid campaigns
We manage up to R5,000 a month of ad spend on the platforms you've picked: Meta ads that open a WhatsApp chat or an instant form, LinkedIn ads aimed by job title, industry and company size, or TikTok Spark Ads. TikTok's help centre (checked October 2026) describes Spark Ads as ads made from your own organic posts, so the budget goes behind videos people already watch. Above R5,000 a month, we quote the extra management separately. You always pay the ad spend straight to the platform, and it isn't part of our fee.
Lead forms that filter
Meta and LinkedIn pre-fill lead forms with details the person has already given them (both platforms' help pages, checked October 2026), so the forms are quick to send and some people send them without much thought. We add a question that a serious buyer can answer and someone idly scrolling won't bother with.
Leads followed to the sale
Leads from forms and WhatsApp are logged with the campaign that produced them, in a sheet or your CRM. You mark the ones that became paying work. That's how we tell a cheap lead from a good one.
Budget moved to what brings enquiries
Each month, spend moves towards the platform, audience and ad with the lowest cost per enquiry, and away from posts and ads that collect likes and nothing else.
What the monthly report shows
One page, with enquiries and sales at the top and the platforms' own favourite numbers at the back.
Enquiries by platform
WhatsApp chats, lead forms, calls and website forms from each of your platforms, with paid and organic counted separately.
Cost per enquiry
Ad spend divided by enquiries for each campaign, beside the same figure for your other sources, such as Google Maps and organic search.
Sales
For online shops, orders and revenue from social, checked against your store's own figures, because each platform counts sales by its own rules. For service businesses, the leads you've marked as won.
What brought the enquiries
The posts and ads that produced the most enquiries this month, and what we'll make more of.
Reach and engagement
Followers, reach, views and engagement, in the appendix. They help explain the numbers above.
Next month
What we're changing: a budget move, a new audience, a different form question, or a platform we'd swap out.
Your first 90 days
Step Month 1: The plan, tracking and the first posts
We count last month's enquiries so there's a baseline, and you get the plan, which recommends up to two platforms. Once you've picked yours, we put the pixels and link tags in place and connect lead forms and WhatsApp to a sheet or your CRM. Then posting starts, and the first paid campaign goes live as soon as a test lead has been recorded.
Step Month 2: Testing audiences and ads
The paid campaign, usually on Meta, tests two audiences against each other and two versions of the ad, sending people to WhatsApp or an instant form. A small budget split more ways than that takes too long to show a winner. We also start reading which organic posts lead to messages and visits.
Step Month 3: Budget behind what works
Each platform and audience now has a cost per enquiry. We stop what costs too much and put more of the budget behind the rest. And if one of your platforms still isn't paying its way by then, we'll say so and suggest dropping it or swapping it for another.
Social media by industry
Social suits businesses that people choose by looking, or on a friend's say-so: private schools, guest houses, estate agents, online shops. For insurance brokers we write posts and ads with section 14 of the FAIS General Code in mind, so any statistic carries its source and date.
We use the words parents search with, "private schools" rather than "independent schools", and time campaigns to your enrolment dates.
2,469 independent schools in 2024, up from 2,282 in 2022 (DBE, School Realities 2024 and 2022).
Guests compare you on Google Maps and the booking sites before they book. We work on your own site, your Business Profile and its reviews, and count the bookings that come to you direct.
Sellers choose an agent before they list, and they search for one: "what is my house worth", "estate agents in Fish Hoek". We build suburb pages and a valuation form for those searches, and track each valuation request to the page or ad that sent it.
Online shops sell through product and category pages. We fix what stops Google indexing them, write the category pages people search for, and run Meta ads from your product catalogue, reported by revenue and return on ad spend.
A search for "dentist near me" puts a map of three practices above the websites. We work on the parts of that choice you can influence: your Business Profile, your reviews and your treatment pages.
6,866 dentists held active HPCSA registration in March 2024 (HPCSA Annual Report 2023/24).
The FAIS General Code wants the source and the date on any statistic in an advert, and unless you're a sole proprietor, a key person or their delegate has to approve adverts under a documented process. We write with that in mind from the first draft, so approval doesn't turn into three rounds of edits.
The FSCA's Integrated Report 2024/25 counts 11,897 financial services providers.
Our prices are on the site
Seven of the twelve South African agencies that rank most often on Google don't publish a pricing page. We'd rather you knew before we speak.
12 agencies checked across 19 searches, September 2026.
We're not registered for VAT, so no VAT is added to our prices. Contracts run for three months minimum, then month to month.
Social media questions
Up to two of Facebook, Instagram, LinkedIn and TikTok, and you pick them. Facebook and Instagram count as two. Go for the ones your buyers use while they're deciding. Facebook and Instagram run off the same ad account, so they're often picked as the pair. LinkedIn suits firms that sell to other businesses, because you can target people by job title. TikTok works for brands with someone willing to be on camera. The plan says which we'd choose and why. We'd rather run two platforms properly than four thinly.
Our fee starts at R6,500 a month and covers managing up to R5,000 a month of ad spend. Above that, we quote the extra management separately. You always pay the ad spend straight to the platform, and it isn't part of our fee. We don't set a minimum. Some platforms do, LinkedIn among them. The plan suggests a test budget for each platform, and after the first month we change it based on what an enquiry costs.
You do. Your pages, profiles and ad accounts are set up in your name, with your own card paying for the ads, and we're given access. If you stop working with us, the followers, the posts and the ad history stay with you.
It helps. We'll take a phone photo of your team at work over a stock image of people shaking hands any day. Each month we send a short list of what to shoot, and we write the captions and make the graphics ourselves.
By what they lead to: website visits, messages and calls. Every link in a post or bio carries a tag, so a visit from last Tuesday's post shows up in Google Analytics under that post. Messages that start on a profile are counted too. Likes and reach go in the report's appendix.
Check the website before you boost a post
Social posts and ads send people to your website or your WhatsApp. If the site is slow or confusing, you've paid for the click and lost the enquiry. Send it to us and within 3 working days you'll have a written audit of how you show up on Google and Maps, with a quick AI check of 5 prompts in ChatGPT, Google AI Overviews and Gemini, and the five fixes we'd make first.