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What to get ready before you launch an ad

A clear offer, a page to land on, a way to measure. The list of what has to be ready so you don't pay for nothing.

ManonNovember 12, 20266 min

The key points

  • Before you launch an ad, you need an offer that's simple to say, a page to land on and a way to measure results.
  • The starting budget depends on your market: we begin small, then push what pays.
  • Your ad accounts should be in your name from day one.

Summarize withChatGPTClaudePerplexity

Most failed ads don't have an ad problem. They have a problem before the ad: a vague offer, a page that doesn't answer, nothing to measure with. Here's what we check before spending the first euro.

What has to be ready

  1. An offer

    What you sell, to whom, and why you rather than someone else.

  2. A page

    Where people land when they click.

  3. Tracking

    A way to tie spending to a call or a sale.

  4. A test budget

    Enough to learn, without betting it all.

An offer in one sentence

If you can't say what you sell in one sentence, an ad won't do it for you. Pick one service, the one that really pays, not necessarily the one you like best.

A page made for it

Sending people to your home page is the most common mistake. Someone who clicked on “bathroom remodel” should land on bathroom remodels, with a button to reach you.

An ad gets the click,the page does the rest

An example: a bathroom refit

An ad says: bathroom refitted in two weeks. Whoever clicks lands on a page showing three real bathrooms, how long it takes, what changes the price, and a button to ask for a quote. There's nothing to hunt for.

The same ad sent to the home page makes them dig through a menu. On a phone they won't: you paid for the click and they leave.

A way to measure

Without tracking, you know your spending but never its result. Tracking ties an ad to a call, an inquiry or a sale. We set it up before the first ad. It requires a compliant cookie banner: in France, the CNIL, the data protection authority, requires the visitor's consent before advertising trackers are set.

A test budget

The right amount depends on your market, because a click doesn't cost the same from one trade to another. We start small, then the money goes to what pays. You pay this budget directly to the platform, with no commission.

Accounts in your name

Your ad accounts belong to you. You see every euro, and you keep everything if you change providers. If someone wants to open them in their own name, ask why.

The ten-minute check

Before you launch, take your phone and walk your customer's path. It takes ten minutes and saves paying for a fault.

Four checks, on your own phone

  1. The number

    It dials in one tap.

  2. The form

    It reaches your inbox.

  3. The page

    It opens fast on 4G.

  4. The tracking

    It counts your test.

Send yourself a real inquiry through the form and check it lands in your inbox, not in spam. It's the costliest fault because you can't see it: the ad runs, people fill in the form, and nobody receives anything.

Images or videos

On Meta, TikTok or Pinterest you need visuals. Your photos of real jobs often beat an image that's too polished. If you don't have any, Webfluence Studio creates ads from a photo of your product.

Choosing the right platform to start on

A ready offer doesn't show the same way everywhere. If people type your trade into Google, start there: they have a need, right now. If your work looks good, Meta shows it to people who live nearby. If customers plan your service far ahead, like a kitchen or a wedding, Pinterest makes sense.

Start with just one. A well-tuned platform earns more than three half-watched ones, and your test budget stays big enough to teach you something. The details are in nine ad platforms, which one for you.

What it takes for good customers to reach you

An ad sends people your way at a specific moment, so someone has to answer. Before launch, decide who picks up, who calls back form requests, and when. A request called back the next evening has often found someone else.

Three questions to settle with your team

The questionAn answer that works
Who answers during a job?A forwarded number, or a callback promised within the hour
Where do form requests land?In an inbox someone reads daily, not a forgotten address
What do you say on the first call?Where they came from, then a question about their project

Plan for it working, too. If your calendar is full three weeks out, we lower the budget. Ads adjust by the day, and that's one of their great strengths.

The numbers to know before you start

To judge an ad, you need two numbers only you know: what a customer brings in, and how many inquiries it takes to win one. With those two numbers, you know how much an inquiry can cost without losing money.

If a job leaves a good margin and one inquiry in three signs, you can pay quite a lot for an inquiry. If you sell a small basket just once, the math is tighter. Nobody can do this math for you, but we do it with you on the first call.

How long to wait before judging

The first clicks come at launch, and the first numbers within days. From experience, then allow 2 to 4 weeks of tuning to see whether the ad earns more than it costs. Stopping after three days is like judging a job on the first swing of the pickaxe.

That's why our support starts with 3 months: the first is for tuning, the next ones for growing what works. After that, you can stop with one month's notice.

After that, everything runs as in the first month, week by week.

Manon

Director

Manon has been running your ad campaigns since 2023.

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