- A lead campaign has three parts: a landing page, the ads and the ad budget that drives them. Only together do they form a system.
- The landing page turns clicks into inquiries; the ads bring the right people there. If one part fails, the whole thing fails.
- We build the system and advance the ad budget. Your business gets the finished leads, not the construction site behind them.
- What exactly goes into the ads and the page is our craft. What the client sees is leads: measurable, not a click report.
An ad is not a campaign. A lead campaign is a system of three parts that have to work together: the landing page, the ads and the budget that drives both. Here's how they fit together, without giving away the craft behind it.
1. The landing page
The landing page is where a prospect lands after clicking an ad. It has one job: turn attention into a concrete inquiry. It answers the key questions, handles objections up front and leads to a clear next step.
A good landing page also filters: it puts off the wrong people and draws in the right ones. That's exactly why the expectation “an inquiry is not a deal” belongs on the page itself. We've explained why that is separately.
A campaign isn't an ad. It's a system of page, targeting and budget that works together or not at all.
2. The ads
The ads bring the right people to the landing page. The goal isn't as many clicks as possible, but the right ones: people with a real need in your region and for your service. Wasted reach burns budget without bringing in leads.
Exactly how we set up audiences, messaging and delivery is our craft and depends on your niche. The point for you: in the end, what counts isn't the click count but how many real leads come out the other end.
3. The budget, and who carries it
Ads need an ad budget. We advance that budget, so the media risk sits with us, not with you. You pay per lead, not for reach that goes nowhere. Why we do it this way is covered in its own post.
And because only one business per region gets this system, the entire campaign works exclusively for you. How the territory is reserved is covered in Locking a region exclusively.
Michael has more than 8 years of experience in web and software development and helps businesses build systems that turn inquiries into deals.