Thought Leader Ads Built Around One Named Executive

In the accounts we run, the same message delivered from a named person's profile costs 25 to 50 percent less per outbound click than the identical creative from the company page. That spread is the reason to run Thought Leader Ads. It is a distribution mechanic, not a personal branding program, and it decays the moment the executive stops writing their own posts. What we believe about this format: Thought Leader Ads work because the feed treats a person differently from a logo, not because your executive has anything unusually wise to say. So the writing has to be theirs. We will edit, cut and argue with a draft, and we will refuse to ghostwrite the post outright. A sponsored post in someone's name that they did not write becomes a liability the first time a customer replies in the comments and the author cannot answer. Who we put on the ad: Not always the CEO. In logistics accounts the person who performs is usually the operator, the VP of network operations who can say something specific about drayage capacity in a bad week. In publishing it is generally the person who owns revenue rather than the person who owns the newsroom. We interview three or four candidates inside your business for an hour each and recommend one. One. A rotating cast of six executives produces six under-powered campaigns and an audience that recognises none of them. The build: Post selection and editing across an initial run of six to eight posts. Permission plumbing, including a briefing for the executive on the switch that lets them revoke sponsorship and stop delivery immediately, because they will find it eventually and we would rather they find it from us. Campaign construction against engagement or website visits objectives. Frequency capped so a member sees the executive no more than two or three times a week, past which the format reads as astroturf. A comment moderation policy with a named owner and a response time in hours, because the comment thread is served alongside the ad and an unanswered hostile reply is your budget amplifying a complaint. Measurement: Thought Leader Ads cannot carry a Lead Gen Form. Anyone quoting you a cost per lead from this format is either pointing traffic at a gated PDF and counting downloads, or reporting engagements as pipeline. We measure against named-account behaviour instead: site visits from target accounts, the direction of branded search, and the share of new opportunities where a contact engaged with the executive before the first meeting. That last figure requires your CRM, which is why we ask for it before quoting. Not included: No ghostwriting. No headshots or personal brand work. No Lead Gen Forms, since the format has none. No management of the executive's wider organic calendar beyond the posts we sponsor. No production beyond light editing of images and captions the executive supplies. If you need a film crew, hire one and we will tell you what to brief them. Who this is not for: Companies where no executive will commit an hour a week for six months. Companies whose founder is the only credible voice and is also the reason the last agency resigned. And any account where the honest goal is impressions for a board slide. The format will produce them cheaply, and you do not need us for that.