Before increasing an advertising budget, make sure the destination can do its job. More traffic will not make a confusing offer easier to understand.
Five checks before launch
- One audience. Be clear about who should respond and who is not a fit.
- One offer. The advert and landing page should describe the same thing.
- One next step. Decide whether the useful action is a call, a form or another meaningful enquiry.
- A working journey. Test the page and form on a phone, including error messages and confirmation.
- A follow-up plan. Know who will respond and how enquiries will be assessed.
Start with a controlled test
Agree a budget, a learning objective and a review point. Look at qualified enquiries and what happens after them. Do not scale solely because the campaign has generated clicks.
Keep the message connected
If somebody clicks an advert about one service, send them to that service—not a generic page that makes them start searching again. Good advertising and good page design work together.
Give each action an owner
- Business owner: confirm the audience, offer, available budget and capacity to fulfil the work.
- Campaign lead: check advert wording and targeting against the agreed offer.
- Website lead: check the landing page, mobile form and confirmation or error messages.
- Enquiry owner: confirm where leads arrive, who replies and how outcomes are recorded.
One person may cover several roles. What matters is that responsibility is explicit.
Run a simple phone-form test
- Open the intended landing page on your phone.
- Try submitting an empty form and check that the instructions explain what needs correcting.
- Send a clearly labelled test enquiry using an address you control.
- Confirm that it is stored, reaches the intended inbox and can receive a reply. A success message alone is not delivery evidence.
Related services: Google Ads and Facebook & Instagram ads.