If you’re running a business, you’ve likely to have dabbled with social media ads and have probably been told a familiar story about how social media advertising works:

    1. Someone sees your social ad.
    2. They click.
    3. They buy.

Simple, right?

In theory, yes. But in practice? Not quite.

At b4b, we work with businesses every day who come to us with the same challenge:

“We’re running ads, but we’re not seeing the sales we expected or hoped for…”

And more often than not, the problem isn’t the product - or even the ad. It’s the assumption that the path from ad to sale is a straight line and ads alone are enough.

Let’s pull back the curtain on what’s really happening when someone sees your ad online:

The reality of the modern customer journey

Here’s a more accurate picture of what a typical buyer journey can look like today:

    1.  They see your ad while scrolling.
    2.  They get distracted by a funny reel.
    3.  They forget all about you.
    4.  A few days later, they spot one of your organic posts.
    5.  They like it, but they’re not ready to buy.
    6.  They scroll on.
    7.  Life happens.
    8.  They see another ad.
    9.  They give you a follow and maybe browse your site…briefly.
    10.  A message pops up.
    11.  They scroll away.
    12.  You’re forgotten again.
    13.  An influencer they follow mentions your brand.
    14.  Now they’re curious. They browse again.
    15.  They add to cart.
    16.  Another distraction. Another scroll.
    17.  And yet again…you’re forgotten.
    18.  A week later, a friend brings you up in conversation.
    19.  That jogs their memory -was there a discount email or special offer?
    20.  They search their inbox.
    21.  They check Google or Amazon to compare.
    22.  Get sidetracked by a deal on wireless headphones.
    23.  Scroll on…
    24.  Forget again.
    25.  It’s 1am, they’re doomscrolling.
    26.  Your ad pops up, again.
    27.  This time, they click and actually browse.
    28.  But they get sleepy and—yep—fall asleep.
    29.  Days later, someone makes a passing comment that strikes a nerve.
    30.  They remember you. They remember your brand.
    31.  They finally return to their cart.
    32.  They buy.

Success! But it’s been a journey…

So, what can you do?

Here’s the truth: buying behaviour today is more fragmented, distracted, and emotionally driven than ever before. If your marketing is only geared towards that neat three-step funnel - ad, click, convert - you’ll miss a lot of opportunities, plus waste time and money.

That’s where b4b comes in...

We specialise in helping businesses like yours navigate the real customer journey - the messy, multi-touch, unpredictable process that actually drives purchases.

Our approach blends the power of engaging organic content with targeted paid campaigns, influencer promotions and email marketing, ensuring your brand shows up consistently, meaningfully, and at the right moments.

We don’t just drive traffic. We build presence.

We don’t just generate clicks. We nurture intent.

And we don’t just chase conversions - we cultivate trust.

Why it works

  • Organic builds the brand. Consistent, engaging content keeps you top-of-mind, even when buyers aren’t ready to act.
  • Paid ads and Influencer campaigns bring precision. We ensure your ads and products reach the right people, again and again, across the key touchpoints of their journey.
  • Together, they drive results. A strong strategy across both channels meets your customers where they are - no matter how long it takes to convert.

Ready to stop guessing how your customers buy and start getting real results? Let’s talk. At b4b, we combine creativity with insight to turn complex journeys into clear wins for your business.