What is the difference between Social Media Management and Ads Management? This distinction is important for any beginner to understand, and for all freelancers to make VERY CLEAR with their clients. SMM is an organic effort to grow your following, with KPI's that are based on reach and audience size. Paid Ads Management is a paid effort to convert sales, and involves more direct KPIs like Cost-per-purchase and Return-on-Investment. For whichever you decide to do, you need to properly explain the process of your job, and the costs involved (your management fee is NOT your ads budget, FYI!)