04 / Reach people ready to buy

Put the budget
where it counts.

Ads can bring customers fast, or burn money fast. Start with a clear offer, a page built for it and tracking you can trust. Then spend where the numbers point.

  1. 01Set up & track
  2. 02Launch
  3. 03Read & adjust

4 possible scopes in this chapter

Start a brief for this

Google search ads

Show up when someone nearby searches for exactly what you do.

A scope can include

  • Keyword and location targeting around your real service area
  • Ad copy, assets and negative keywords to cut wasted clicks
  • Landing page and conversion tracking in place before spend starts

Facebook, Instagram & TikTok ads

Put your business in front of local people who have not heard of you yet, with creative made for the feed.

A scope can include

  • Audience and location targeting
  • Ad creative, plus variations to test
  • Pixel or event tracking and frequency checks

Retargeting

Remind people who visited your site or engaged with a post, without following them around forever.

A scope can include

  • Audiences built from site visits and engagement
  • Reminder offers with sensible frequency limits
  • Privacy and consent settings checked for each platform

Ad management & reporting

Budgets move, seasons change and ads go stale. Regular checks keep spend pointed at what is working.

A scope can include

  • Regular budget, targeting and creative reviews
  • A plain-language report on spend, leads and cost per lead
  • Agreed rules for when to pause, scale or change course

Tools follow the task

Choose the tools
after the goal.

Google AdsMeta AdsTikTok AdsGoogle Tag ManagerGA4

Illustrative tools only. The final choice depends on what you already use, your budget and who will look after it.

Keep exploring

01Brand & identity02Websites & landing pages03Content & social05Search & local visibility06Email, CRM & automation+Partner builds