Social media marketer & ads expert · Athens & Thessaloniki
Social media marketer and ads expert in the same team — with one goal: customers
UpCommerce takes on social media marketing and advertising on Meta, TikTok, LinkedIn, Pinterest, YouTube and Google for any business that wants customers from the internet — online stores, services, B2B, tourism, healthcare, retail with physical stores. Organic content and paid campaigns by people with names, in a team that manages €2M+ in annual advertising budget.
What a social media marketer does
Builds a presence that brings customers — not just followers
A social media marketer decides which platforms are worth being on, what you will say there and how often, and then makes it happen every week. The difference between a good one and an average one is not aesthetics — it is whether, at the end of the month, they can show which posts brought messages, visits and purchases.
Audience, tone, themes, calendar. What we say to whom, in what order — before Canva opens.
Posts, graphics, short video, stories. And the replies to comments and messages, because that is where half the sale starts.
Not only reach and engagement: how many came to the site, how many wrote, how many bought. Social is measured with the same numbers we use for advertising.
What an ads expert does
Buys customers at the lowest price the platform allows
An ads expert does not “post ads”. They set up accounts so they learn fast, test audiences and creative with discipline, and move the budget to where it returns. Their measure is the cost per new customer — and its trend month over month.
Campaigns, ad sets, audiences, exclusions, tracking. The right structure is 50% of performance and the part nobody sees in the feed.
Image, video and copy variations tested systematically, not “whatever we liked”. Creative is the biggest variable in social ads today.
The budget is not locked per platform. It shifts week by week towards the channel and the campaign that brings the cheapest customer.
Social media marketer or ads expert — which one do you need?
Advertising is the fastest route to the first customer, but without a social presence the visitor who checks your profile before buying will find it empty. You start with ads and a minimal, consistent organic presence.
You have followers, likes and comments and the bank account does not see it. That is where the ads expert puts your audience to work: retargeting, offers to those who already know you, and measurement in euros.
Account audit first, everything else after. Often the problem is not the budget but the structure and the tracking — and that gets fixed before another euro is spent.
Social media marketer and ads expert work in the same team, on the same plan and the same numbers. Content that performs organically becomes an ad; advertising that performs feeds the content.
The platforms
Every platform has its reason — and the page that explains it
There is no “right” platform — there is the platform where your audience decides. Below, what we do on each and through which service.
Meta: Facebook & Instagram
The channel with the widest reach in Greece and the most mature advertising tools. Organic content, stories and reels through social media management, paid campaigns through the Growth Partner Program for online stores or Bespoke DMS for businesses without a cart.
TikTok
The fastest way to reach a new audience with short-form video — and the most demanding in production. The team’s video marketing produces material designed for performance, and TikTok Ads come in once organic shows what works.
For B2B, services and hiring. Content that builds credibility for people and the company — see personal branding — and targeted campaigns by industry, role and company size, where the cost per lead justifies the platform.
Pinterest & YouTube
Intent platforms: the user searches, not just scrolls. Pinterest for visual products (home, fashion, kids, weddings), YouTube for anything that needs a demonstration. They come as a second wave, after Meta and Google.
Google Ads
Not social — but no ads expert runs social without it. Search, Shopping and Performance Max capture the demand that social created. For online stores selling products, Skroutz stands next to Google.
Influencers
Partnerships chosen by audience rather than follower count, with agreed deliverables and measurement. Christou 1910 built part of its online channel this way — see influencer marketing.
How we work social and ads together
Who buys, where they spend their time, what makes them stop scrolling. From there comes which platforms open and in what order — not from what the competitor does.
The content plan and the campaign structure are written together. Every theme has an organic version and an ad version, so the two do not work in parallel worlds.
New material and new variations at a steady cadence. What performs organically gets budget; what does not perform in ads is cut before it eats the month.
Social and ads on the same page: what was spent, what it brought, what the new customer cost. The account manager explains it in person — not just sends the PDF.
Results
Social and ads as one system — with names
The clients’ own numbers, for the period each case study describes. All case studies →
Growth Partner Program
For online stores: Google & social media ads with a dedicated account manager, in three levels of cadence. This is where the ads expert’s campaigns run.
Growth Partner Program →Bespoke DMS
For businesses without an e-shop: the same advertising on Google and social, aimed at leads, bookings, appointments and visits.
Bespoke DMS →Social Media Management
The social media marketer’s work as a standalone service: plan, content, community.
See the service →Influencer Marketing
Selection, negotiation, coordination and measurement of creator partnerships.
See the service →Video Marketing
Short-form and product video for TikTok, Reels and YouTube — production designed for performance.
See the service →Athens & Thessaloniki
A team of six, for all of Greece
Offices in Glyfada and Thessaloniki, online partnerships with businesses across the country. Social and ads are run by people you will meet by name →
Want an audit of your accounts by a consultant first, without execution? John Kiskipelis does that as a separate engagement. Digital marketing consultant →
Book a 30-minute intro call The whole digital marketing agency
Frequently asked questions about social media marketing and ads
What does a social media marketer do?
Plans and runs a business’s presence on social media with a plan: which audience, which platforms, what content and how often. Writes and produces posts, graphics and short videos, answers the community, and measures which of it brings visits, messages and customers — not just likes.
What does an ads expert do?
Builds and optimises paid campaigns: account structure, audience targeting, creative and copy, bids and budget allocation, conversion tracking. Works on Meta, TikTok, LinkedIn, Pinterest, YouTube and Google Ads, and is judged by one number: what each new customer cost.
Do I need a social media marketer or an ads expert?
Usually both, in different proportions. Organic content builds trust and keeps the brand alive; advertising brings the volume and the control over cost. At UpCommerce it is the same team, so you do not have to decide in advance — we look at it together in the intro call, based on what you sell and to whom.
Which platforms do you advertise on?
Meta (Facebook and Instagram), TikTok, LinkedIn, Pinterest, YouTube and Google (Search, Shopping, Performance Max). We do not run everywhere by default: we start from the platform where your audience actually buys and add channels only when the numbers justify it.
Do you produce the content and the creatives?
Yes. Copy, graphics, short-form video and variations for A/B tests are produced by the team, based on the content plan and the campaign data. If you have your own material, photographer or content team, we work with that and fill in what is missing.
How much does social media marketing and ads management cost?
Our fee is monthly and depends on the channels, the volume of content and the monitoring cadence; the advertising budget is paid by you directly to the platforms and we take no percentage of it. After the 30-minute intro call you get a written proposal with exactly what is included.
How long until social media and ads bring results?
Different clocks. Paid campaigns give the first reliable data within the first month and settle in the second to third. Organic presence needs three to six months of consistency to show measurable traffic. That is why the two start together: one delivers now, the other builds.
Who will work on my account?
People with names, not a department: Elina and Georgia for social media content and community, Achilleas for the campaigns, and an account manager who knows your account and answers in person. We are six in total — you can meet all of us on the team page.
