Paid Ads

1. Goals & Strategy Setup

Before running any ads, the campaign goals and overall strategy must be clearly defined to ensure ad spend is tied to real business outcomes.

Define primary objective (leads, sales, calls, traffic, awareness)

Set success metrics (CPA, ROAS, CTR, conversion rate)

Identify target audience (location, age, interests, behaviors)

Choose ad platform(s)

Determine budget and campaign duration

Align ads with current offers or promotions

2. Tracking & Analytics

Tracking is essential to measure performance and optimize results. Without it, ad spend cannot be justified or improved.

• Install conversion tracking (Pixel, Tag, GA4)
• Set up custom conversions and events
• Verify tracking is firing correctly
• Connect CRM or lead forms if applicable
• Enable call tracking if running call ads
• Set up UTM parameters for reporting

3. Audience Targeting

Well-defined targeting ensures ads reach the right people and reduces wasted spend.

• Create core audience targeting
• Build custom audiences
• Set up lookalike audiences
• Exclude irrelevant or low-quality audiences
• Segment audiences by intent or funnel stage

4. Ad Creative & Copy

Strong creative and messaging directly impact click-through rates and conversions.

• Write clear, benefit-driven headlines
• Create compelling primary ad copy
• Design high-quality images or videos
• Ensure creative matches brand guidelines
• Include strong calls-to-action
• Create multiple variations for testing

5. Landing Page Optimization

Ads are only as effective as the page they send traffic to. Landing pages should be fast, focused, and conversion-driven.

• Match landing page messaging to ad copy
• Ensure page loads quickly on mobile and desktop
• Use clear headlines and value propositions
• Include visible CTAs and contact methods
• Remove unnecessary distractions
• Add trust signals such as reviews or testimonials

6. Optimization & Scaling

Ongoing optimization ensures consistent performance and improved results over time.

• Monitor performance regularly
• Pause underperforming ads and audiences
• Scale winning ads and creatives
• Adjust budgets based on performance
• Refresh creatives to avoid ad fatigue
• Test new audiences, offers, and formats

7. Reporting & Communication

Clear reporting builds trust and shows the value of paid advertising.

• Track KPIs consistently
• Prepare weekly or monthly performance reports
• Highlight wins, insights, and improvements
• Communicate next steps and recommendations
• Align results with original campaign goals