Begin with the customer journey
Ask whether customers already search for a named service or need to discover a new product. The answer shapes your message, landing page, creative work, and campaign choice.
Match the channel to the offer
Search-led campaigns can connect an existing query with a specific offer. Social-led campaigns need creative that earns attention and helps the audience understand why the offer matters. Both require a useful destination.
Prepare the landing page
Keep the ad promise and page message consistent. Explain who the offer is for, what happens after an enquiry, and any important eligibility or pricing details.
Define a qualified result
Agree what counts as a useful enquiry or sale before spending. A cheap form submission has little value if the sales team cannot contact the person or the service is unsuitable.
Run a bounded comparison
Choose a budget and review period you can sustain. Compare qualified outcomes and the effort needed to produce creative, follow up, and maintain campaigns. Avoid drawing strong conclusions from a handful of clicks.
Review the whole system
Poor results may come from the offer, audience, page, measurement, or slow follow-up. Diagnose those separately before assuming a different channel will solve the problem.
Key takeaways
- Begin with the customer journey
- Match the channel to the offer
- Prepare the landing page
- Define a qualified result
