THE FIRST 6 WEEKS OF ADS

The ad management service fee and the ad budget are two separate items. The budget is paid directly to the ad platform (Meta or Google); the management fee is for the team that sets up, monitors and improves the campaigns. When getting a proposal, ask about the two separately.

• Meta (Instagram and Facebook). Reaches people who aren’t yet searching for your product but could be interested. Strong for visual products, new brands and creating demand.
• Google. Reaches people already searching for something they need. Strong for capturing demand.

For most brands the two are planned together: Meta creates interest, Google captures the searcher.

• The goal and measure of success become clear (sales, forms, messages, calls).
• Tracking codes and conversion measurement are set up. Ads don’t start without this; you can’t improve what you can’t measure.
• Creatives and audiences are prepared and the campaigns go live.
• First data comes in. It is too early to decide this week; the aim is to confirm the system works.

• Different creatives and audiences are compared.
• Underperforming ads are turned off and budget moves to the ones that work.
• The campaign leaves the platform’s learning phase and begins to stabilize.

Healthy results usually settle in this window. Now you can answer: which creative and audience works, what a lead costs, whether results hold if the budget grows, and whether the website or page can handle the traffic.

• Stopping or radically changing the campaign at the end of the first week.
• Running ads without setting up measurement.
• Looking at clicks instead of demand and sales.
• Publishing ads without a page to receive the traffic. If traffic arrives and gets lost on the page, the problem is the page, not the ad.
• Never refreshing the creative.

Look at demand and sales instead of click counts: the cost of a lead, conversion by campaign and performance by creative. For the scope of our ad service, see our ads and performance page.

Is the ad budget included in the service fee?

No. The ad management service fee and the ad budget are kept separate; the budget is paid directly to the ad platform.

What should the minimum ad budget be?

It varies by sector, goal and target audience. At the first meeting we set the right budget for your goal together.

When will I see results?

The first data comes in the first week of the campaign. With optimization, healthy results usually settle within 4–6 weeks.

Meta or Google?

It depends on the goal. Meta (Instagram and Facebook) is strong for creating interest among people who aren’t yet searching for your product, while Google is strong for reaching people who already are. For most brands the two are planned together.