Define the offer and the audience
Write down what you are promoting, who it is for, where it is available and why someone might act now. Keep claims factual and make any offer conditions clear. Choose one initial objective, such as a relevant enquiry for a specific service. Broad objectives like “more awareness and more sales” are hard to use when making day-to-day campaign decisions.
Separate your budgets
Advertising spend pays the platform to distribute your ads. Management fees cover the agreed planning and campaign work. You may also need creative production, landing-page development or software. Put these in separate lines in your plan so the media budget is not accidentally expected to cover everything. Decide who can approve spend changes before launch.
Prepare the destination
Check that the landing page matches the ad’s promise and works on a phone. Confirm the offer, contact details and enquiry process. Test the form all the way through to the intended inbox, including error handling. An attractive campaign will struggle to provide useful learning if visitors encounter a broken or confusing next step.
Gather assets and access
Prepare approved images, logos, service details and any footage. Check that you have permission to use each asset. Keep advertising accounts and billing under the business’s control, then invite collaborators with the permissions they need. Avoid sharing account passwords by email. Confirm who will review ad copy and how consolidated feedback will be delivered.
Agree what you can measure
Define the actions that matter and assess how they can be measured with the website and platforms available. Tracking may depend on technical access and consent configuration. Decide how your team will identify qualified enquiries and share that feedback. A click is not a sale, and a submitted form is not automatically a suitable lead.
Set up a review habit
Choose a review rhythm that gives the campaign enough information to assess without ignoring obvious problems. Record the starting assumptions, changes and reasons for decisions. When the first results arrive, use them to ask better questions about message, audience and destination. Treat the launch as a structured test, not a promise of a particular commercial outcome.
