



It depends on your goals and audience:
- Google Ads: Great for intent-based search traffic and display ads.
- Meta (Facebook/Instagram): Ideal for visual storytelling and audience targeting.
- LinkedIn Ads: Best for B2B and professional services.
- TikTok/Snapchat: Effective for younger demographics and brand awareness.
A multi-platform strategy often works best when tailored to your customer journey.
There’s no one-size-fits-all answer, but a good starting point is:
- 5–10% of your revenue for established businesses
- 10–20% of projected revenue for startups or growth-focused brands
Start small, test, and scale based on performance. Always monitor your return on ad spend (ROAS) and cost per acquisition (CPA).
Track key performance indicators (KPIs) such as:
- Click-through rate (CTR): Are people engaging?
- Conversion rate: Are they taking action?
- Cost per click (CPC) and CPA: Are you spending efficiently?
- ROAS: Are you making more than you spend?
Use platform analytics and tools like Google Analytics or Meta Pixel to measure results.
A high-performing ad typically includes:
- Clear, benefit-driven messaging
- Strong visuals or video
- A compelling call-to-action (CTA)
- Audience relevance (tailored to their needs or interests)
- Platform-optimized format (e.g., vertical video for Instagram Stories)
Testing different creatives and copy is key to finding what resonates
- Weekly: Review performance and adjust bids, budgets, or targeting.
- Bi-weekly to monthly: Refresh creative to avoid ad fatigue.
- Quarterly: Reassess strategy, audience segments, and campaign structure.
Consistent optimization helps maintain performance and reduce wasted spend.
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