Advertising · 7 min read
What to Know Before Running Digital Ads
The groundwork that makes paid advertising worth the spend, before you launch a single campaign.
Digital advertising can put your business in front of the right people quickly, but it amplifies whatever is already in place. If the offer, the landing page or the follow-up is unclear, ads will simply send more people into that confusion.
Define a single goal
Decide what a successful result looks like: an enquiry, a booking, a sale. Platforms optimise towards the goal you choose, so choosing well matters more than most targeting settings.
Know your audience
Describe your ideal customer in specific terms — where they live, what problem they're trying to solve, what might stop them from contacting you. This shapes both who you target and what your ads say.
Prepare the destination
Send people to a page that continues the conversation the ad started. A focused landing page with one clear action usually outperforms a general homepage.
Set a realistic test budget
Treat the first weeks as learning. Run a small number of variations, give them enough time to gather data, and review results before scaling.
- Track the actions that matter to your business
- Change one thing at a time
- Review lead quality, not just quantity