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.