Scale → Spend Smarter in 2027: Growing Paid Social Without Waste with Ellie McGuigan

Scaling is where a lot of good campaigns come undone. You increase the budget, performance dips, you panic, you change five things at once, and now nobody knows what happened.

This final session lands right as you're planning 2027 spend. Ellie covers how to set and defend a budget, how to read your metrics without reacting to every daily wobble, and how to grow what's working in a way the account can actually handle.

Meet the host:

Ellie McGuigan is a paid social strategist with over five years of brand-side experience at two of the UK's largest charities, where she's built and scaled campaigns across both B2B and B2C in purpose-driven environments. Having navigated the confusion of paid social firsthand early in her career, she's made it her mission to make the channel make sense for others. Ellie is an active voice in the marketing community — speaking and writing about platform updates, algorithmic shifts, and what they mean for practitioners on the ground.

What we'll cover:

• How to build a paid social budget for 2027 and split it across testing, scaling and always-on

• Which metrics to act on and which to ignore, so you stop making changes based on noise

• Practical ways to scale a winning campaign without breaking the performance you've built

Become a member to join this event

Want to join this event? Become a member to join! We’d love for you to join us and by becoming a member you’ll also gain access to all of our other members’ events and previous webinar recordings as well as our incredible community of marketers.

Become a member here.