Choose the business outcome
What should happen after the campaign works: a qualified call, booked appointment, quote request, registration, or purchase?
Write: "The primary conversion is ______."
Build the system before buying traffic
Plan a Google or Meta funnel from the outcome backward.
This guide is designed for a live working session. Write down one answer for each step. If an answer is unclear, the campaign is not ready yet.
AttentionAd
AlignmentLanding page
QualificationForm or booking
ConversionSales follow-up
Interactive funnel lab
Build the campaign while you learn.
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Simple campaign economics
Test whether the numbers can make sense.
This is a planning estimate, not a prediction. Replace assumptions with real campaign and sales data as soon as it exists.
Estimated clicks200
Estimated leads16
Estimated sales1.6
Estimated cost per lead$62.50
Estimated gross profit$2,400
Define one audience
Name the person, the situation they are in, the problem they already recognize, and who makes the final decision.
Write: "We need to reach ______ who currently ______."
Make one clear offer
Give the audience a useful reason to act now. The offer can be a consultation, guide, assessment, estimate, event, or direct appointment.
Write: "In exchange for their time, they receive ______."
Pick the channel by intent
Google Search fits people actively looking for a solution. Meta fits audiences you can identify through interests, situations, creative, or a compelling educational offer.
Choose one channel first. Do not split a small test just to be everywhere.
Match the message
The ad and landing page must make the same promise. Lead with the audience's problem, explain the useful next step, and remove distractions.
Write: problem -> useful promise -> proof available -> action.
Qualify without interrogating
Ask only what changes the follow-up: contact details, need, timing, location, budget range where appropriate, and decision authority.
Never collect sensitive health, insurance, financial, or legal details unless the workflow is specifically reviewed for them.
Assign the response
Name the person who receives the lead, the expected response time, the first contact method, and what happens when the lead does not answer.
Write: owner, response target, first message, retry plan.
Track the full path
Use consistent campaign identifiers and track qualified leads, appointments, completed appointments, proposals, sales, revenue, and gross profit.
Clicks diagnose the campaign. Outcomes judge it.
Set the test boundary
Record the maximum spend, review date, expected signal, stop-loss condition, and what will be changed if the hypothesis fails.
A failed controlled test should teach you something without threatening the business.
Google Search checklist
Capture existing demand.
- Narrow location
- High-intent keyword themes
- Negative keywords
- Ad-to-page message match
- Working conversion tracking
Meta checklist
Create relevant demand.
- Recognizable audience
- Strong creative angle
- Useful offer or next step
- Qualification plan
- Fast follow-up
The rule to remember