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Society State

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Australia
Melbourne, VIC
Society State

We drive action + building connection using paid social for authentic brands. Specialising in Social

Society State offers a 'no fuss' approach, delivering honest digital marketing advice and strategic services to help your business build an engaged community, all while maximising sales and business growth. We work with a select group of clients to ensure that every client has our utmost attention, and we can build their 'Society State' [aka community] and get the best results possible.

14/09/2026

Mic drop moment. 🎤💥 Yea you read that right!

Sooo your meta ads have tanked. You blame the algorithm and just about everything else. But answer me this. How many ads do you have live? Oh just 1… 😬 Or what about, when was the last time you updated your ad creative? “Three months ago”… Well I’m here to say maybe meta isn’t the problem.

It’s your creative! 😢 if you’re feeling stuck, here’s where I’d start:

1. Start with reviewing your precious top performing ads or organic social content. What can you repurpose, re-edit, re-film or recreate in a different format.
2. Review those creatives again your campaign structure and audience targeting, drilling down to looking at audience segments what resonates with new vs existing customers / community?
3. Look deeper at your ad content. What are you really saying? Are you talking to your ideal client? Are you just sharing your product/service features. Unlock your ideal customers desires, fears. Start here.
4. How many creatives are you running? If it’s just one, we recommend running at least 4x creatives at a time to prevent ad fatigue, move buyers through a funnel and also allow for testing and refinement

Have you tried any of these?

——

If you’re new here, I’m Ali, the owner of boutique digital ads agency, Society State. I’m a mum of two girls under 5, and love discovering new small businesses. If you’re an authentic brand owner looking to grow your business, you’re in the right place.

05/09/2026

I just left How to Actually Use AI with Daniela Valencia | AI Consultant x Coffee x Comms workshop today and the biggest takeaway wasn’t “use more AI.” It was knowing exactly where to stop.

Here’s why I (as a boutique agency owner) won’t let AI (fully) manage your Meta ads, and why we remain hands on:

1) Creativity - AI can only remix what already exists. If ChatGPT hands you a campaign concept, it’s pulled from somewhere else - and just because it sounds confident doesn’t mean it’s right for your brand.

2) Strategy - Claude might tell you to run 4 campaigns with 14 ads per adset. That’s not a strategy, it’s a guess. It doesn’t know your budget, your audience, or your history - and context is everything.

3) Experience - Almost 20 years in marketing and comms, a PR and journalism degree, and a small (but mighty) team of senior ads managers. That’s not something a prompt replicates.

We’re a boutique agency for a reason - we work 1:1 with (selected) authentic brands looking to scale, as an extension of your team, not a chatbot that tells you what you want to hear.

I’d love to hear what you think of AI?

27/08/2026

If you notice us not popping up on your feed, it usually means we are literally head down, bum up - working!

We’re a small (but mighty) team of senior performance marketers who also have (busy) lives outside of work.

When we aren’t managing our clients ad accounts, we’re living our lives, keeping fit, keeping kids alive, and running by other businesses! 💪

Dave has his own soda brand, Anthea has three kids and Ali has two and a house renovation project that’s about to kick off.

So when our client books are full (yes you heard it here first, we can’t take on any new clients for ads management - and we have a waitlist), and our membership is also at capacity, it doesn’t leave much room for anything else!

In the mean time, if you want to stay in touch and get the latest ads news, we’ll be re-invigorating our neglected newsletter, and posting on here when we can. Need to get in touch? Send us a DM. 💌

- meta ads, Melbourne agency, small business, boutique agency, content creation, facebook ads, authentic brand

25/08/2026

Ever wondered what actually happens in a Meta ads audit? 👀

This is exactly what we uncover + fix inside our Meta (or Google) Ads Audit + Custom Session - pixel health/ conversion tracking, campaign review, audience build, and your next month mapped out. Plus a 2hr 1:1 session so you know exactly how to run it yourself.

Audits + 1:1 Coaching are open now (Ads Management + PPS are waitlisted). Link in bio or DM “audit” to have a chat with me about if an audit is right for your brand.💌

24/08/2026

Fully booked / In demand ✨

In case you missed the news, we are currently at capacity for meta & Google ads management and our next intake for our Partnered Performance Society isn’t until Feb 2027 (but we do have a waitlist for both)…

We only work with a select group of businesses because we love to support them 100%.

So how can you work with us then? You can book in for a 1:1 coaching session OR book in for our Meta or Google Ads Audits.

20/08/2026

If you notice us not popping up on your feed, it usually means we are literally head down, bum up - working!

We’re a small (but mighty) team of senior performance marketers who also have (busy) lives outside of work.

When we aren’t managing our clients ad accounts, we’re living our lives, keeping fit, keeping kids alive, and running by other businesses! 💪

Dave has his own soda brand (Per'La Coffee ), Anthea has three kids and Ali has two and a house renovation project that’s about to kick off.

So when our client books are full (yes you heard it here first, we can’t take on any new clients for ads management - and we have a waitlist), and our membership is also at capacity, it doesn’t leave much room for anything else!

In the mean time, if you want to stay in touch and get the latest ads news, we’ll be re-invigorating our neglected newsletter, and posting on here when we can. Need to get in touch? Send us a DM. 💌

- meta ads, Melbourne agency, small business, boutique agency, content creation, facebook ads, authentic brand

13/08/2026

Ok I need to spill some tea on the coaching accounts we audit… your Meta ads aren’t working and it’s not the algorithm, it’s your creative. 👀

3 things we keep seeing when we audit accounts:

→ Same ads going to everyone (cold audience doesn’t equal a warm audience - they need different messages) 😉
→ Repurposed social content used as ads (what works on the feed doesn’t automatically convert as an ad) ♻️
→ Only 1 ad running (you can’t know what’s working if you’ve got nothing to compare it to) 🙊

If any of these sound familiar… you’re not alone. Most accounts we audit have at least one of these.

Want us to take a look at yours? Comment “AUDIT” and I’ll send you the link 👇

12/08/2026

Discovering and supporting authentic brands is what we do best. One of my very first clients when I started Society State was managing the social media and advertising for a start up SAAS business that helped connect brands, invited collaborations and celebrated small business.

Those years working for this business really cemented WHY I run this business - to help authentic and small brand grow. 🌱✨

I love going to trade events, markets, and love shopping from independent retailers and brands as much as I can. Last weekend I went to and explored these brands in real life and discovered these brands & 💞

I’d love to know a brand you’ve discovered lately?

09/08/2026

🚨Meta just gave your product catalog a mind of its own 👀

New setting alert: Meta can now automatically pull product videos from anywhere public - your website, Instagram, past ad creativ, AND add them straight into your catalog ads. No approval needed. 😳

It’s called “Automatic product video updates,” and for most accounts, it’s already switched ON.

Here’s where to check it:
✅ Per catalog item: Catalog Ads > Product Media > “Allow product video”

✅ Account-wide: Commerce Manager > Settings > Catalog > “Automatic product video updates”

If you manage your own Meta ads (or think someone else does), this is worth a 2-minute check today - new and existing catalogs are affected.

Had you noticed this feature?

07/08/2026

When you’re limited for time - you make the most of what you have. ⏳

A half day of babysitting, and my husband leaving work early meant today I:
✅ Set up new ads for an existing meta ads client
✅ Audited a PPS member’s meta ad account and briefed in new ad creatives, including writing ad copy
✅ Completed a new PPS Member Comprehensive Launch Strategy
✅ Visited Life Instyle Trade Show and spied these gorg pieces from Papa Pia
💞 Played with my kids
🧼 Hung out a load of washing
✅ Drafted new ad copy for a meta ads management client
✅ Sent off a finalised contract for a new meta ads client

Now... to rest up, take some nasal decongestant for this cold 🫠 and enjoy some Thai takeaway! 🙌

I hope you had as a productive week as I did?

Address

Melbourne, VIC
3000

Opening Hours

Monday	9am - 5pm
Tuesday	9am - 5pm
Wednesday	9am - 5pm
Thursday	9am - 4:30pm
Friday	9am - 5pm

Website

https://www.societystate.com.au/

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