Make spend easy to understand
Separate media costs, management fees, production, and tracking tools. Reporting should explain where spend went and which decisions the evidence supports, including tests that did not work. Separate agency fees from advertising, software, and production costs.
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Check the destination as well as the message that sends people there.
Ad and page agreement
Carry the offer and expectation from the advertisement to the destination. A generic homepage may make a visitor work too hard to find the advertised service. Review the destination and response process alongside the campaign.
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Show optional costs separately from the essential work.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities