What to clarify before spending the first franc on advertising

1. Define the next step before the advert

A campaign begins with one concrete action: an enquiry, a registration or a short first contact. The advert, landing page and confirmation should all prepare for it.

Without that decision, clicks can be counted but not interpreted well. A high click figure does not show whether people understood the intended route.

2. The landing page must continue the promise

Google describes the landing page as the page people reach after clicking an advert. Relevant information, simple navigation and the expectation created by the advert belong together.

The heading, offer and next step must connect immediately. A focused offer often needs its own page.

3. Measure what can genuinely be distinguished

Before launch, define technical events such as page view, click, form start and confirmed submission. A later sales call or contract belongs to a separate level.

The measurement setup needs properly managed consent. I record which services may load only after consent.

4. Only then choose Google, Meta or TikTok

Platforms differ in search context, format and available material. The task and audience determine the choice, not habit.