Article · Growth Strategy
When paid clicks are useful
Paid clicks can help test an offer or reach people already looking for a solution.
Paid clicks can help test an offer or reach people already looking for a solution. The click buys a visit; the rest of the experience still has to work.
Why the topic matters now
An enquiry, sale or booking should represent something the business values. Check that tracking records it correctly and that the team can distinguish a good enquiry from an unsuitable one.
Check what your campaign counts as success.
Review the full cost
Consider media spend, management, landing pages and the effort needed to close a sale. Compare cost with customer value and margin. Expanding spend needs a commercial reason.
Test the route from ad to enquiry.
Put the idea to work
Check what your campaign counts as success. Test the route from ad to enquiry. Include management, pages and sales effort in the review.
Media spend is only part of acquiring a customer.
Why this matters
Give the work a useful business purpose.
A click buys attention; a useful conversion needs a business definition.
What to understand
Three ideas worth keeping.
The purpose
Define a valuable conversion.
The useful check
Deliver on the ad’s promise.
The next step
Count the full acquisition cost.
Aeolus view
Keep the useful question in view.
A click buys attention; a useful conversion needs a business definition.
The landing page must deliver on the ad’s promise.
Media spend is only part of acquiring a customer.
Check what your campaign counts as success.
Include management, pages and sales effort in the review.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.