Acquiring customers isn't "running an ad". It's a journey — from first impression to a qualified enquiry — and it's prepared before you invest a single franc.
Define the objective and the target
A clear objective (leads? sales? awareness?) and a precise target keep the budget from scattering. That's the basis of any campaign that converts.
The conversion journey before the ad
A clear landing page, a legible offer and tracking in place beat traffic sent into the void. Prepare the destination before opening the taps.
Measure cost per acquisition, not clicks
Clicks flatter; cost per qualified lead decides. Track what matters, optimize continuously, and reinvest where the return is real.