Marin Software took a step deeper into social marketing Thursday with the acquisition of Social Moov, a social ads platform, for about $20.75 million.

The France-based company is a top Facebook Ads API partner in Europe, and one of the top five in the world. It helps advertising agencies like GroupM, Havas Media, iProspect, and OMD as well as brands like Just Fab, Procter & Gamble and Lacoste increase return on investments (ROI) for ads running on Facebook, Twitter, and LinkedIn.

Chris Lien, Marin executive chairman, expects the company will become a LinkedIn API certified partner in the coming months.

The deal should close in February. Under the terms of the agreement, the total deal will cost about $20.75 million, a little more than half in shares of Marin's stock valued at the ten-day trading average two days prior to entering into the definitive agreement. 

SocialMoov adds about 40 employees to Marin's social team. The acquisition represents "an injection of social DNA into Marin's 600 person team," Lien said. The acquisition gives Marin's customers access to Facebook video ad units, as well as Twitter Ads API support. Previously the company only supported retargeting on Twitter. Marin also gains television synchronization, which the company believes will augment Marin's current social offering. 

Product development and engineering will remain in Paris. Prior to the acquisition, about 34% of Marin's business in 2014 came from overseas. The acquisition should bump up the revenue by a couple of percentage points, per Lien, who said the plan is to increase account management staffing. SocialMoov customers will gain global support, along with search and display services.