Paid media works as part of a wider customer journey. Campaign targeting and creative attract attention, but the website experience and enquiry response help determine whether that attention becomes a useful conversation.

Define a relevant audience

Start with the service, location and customer need you want to address. Separate audiences with different intentions where it makes sense. Broad reach alone is not a meaningful measure of campaign success.

Match creative to the message

Make the offer easy to understand and use visuals that support it. Test distinct ideas, such as a different benefit or opening, rather than changing several details at once without a clear hypothesis.

Build a focused landing page

Send people to a page that continues the advert’s message. Include the information they need to assess the offer and a clear next step. Check that the mobile experience is as usable as the desktop version.

Optimise for quality

Review spend alongside qualified enquiries and bookings. Confirm that tracking is working and that your team can identify the source of an enquiry. Allow enough evidence to accumulate before drawing conclusions, and use what you learn to refine the next test.