Media · Paid Media
Paid social in 2026: where the measured B2B return actually is
Most B2B social budgets are optimised for the click, and the click is where the return is smallest. After 25 years running media in New Zealand and Australia, we can tell you the money that compounds sits somewhere your dashboard cannot see it.
Your best-performing campaign is probably the one your dashboard scores worst.
The measured B2B return does not live in the click window. It lives in the memory you build against the buyers who are not ready yet. Here is where paid social actually earns its keep, and why the reporting most agencies hand you points you at the wrong half of the funnel.
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