Before You Run Ads, Answer These 5 Questions.
Too often, brands jump into paid media chasing quick wins — only to burn through budget and wonder why it didn’t work. Nine times out of ten, the issue isn’t the ads themselves. It’s everything around them: the strategy, the offer, the funnel, the tracking.
Before you launch that Meta campaign or throw more money at Google, pause and run through these five questions. Your budget will thank you.
1. Do you know what you're really trying to achieve?
“More sales” or “brand awareness” are decent goals — but they’re only the starting point. The real question is: how will you get there? Without clarity on the objective and the path to it, your ads will work hard but go nowhere. So get specific.
If you’re chasing awareness:
Introducing your brand to a new market?
Building recognition ahead of a product launch?
Driving traffic to content that educates and nurtures?
Growing your remarketing pool for future conversions?
If you’re focused on sales:
Converting high-intent users actively searching for a solution?
Retargeting visitors who didn’t convert the first time?
Promoting a time-sensitive offer to warm audiences?
Driving repeat purchases or increasing average order value?
Each goal requires a different message, creative, and channel strategy. Define the objective first — then let the ads do their job.
2. Is your website ready to convert?
Sending paid traffic to a site that loads slowly, confuses people, or buries the CTA is just lighting cash on fire.
Ask yourself:
Is your website aligned with your advertising?
Is it obvious what action the user should take?
Are you tracking that action properly?
Is it simple for users to understand?
Is the User Experience optimised for conversions?
If your funnel leaks, ads won’t fix it. They’ll just highlight the hole faster.
3. Do you know who you're actually targeting?
Not just demographics — I’m talking behaviour, intent, and mindset.
Do you understand what your ideal customer is thinking before they click your ad?
Ads that convert are built on insight, not guesswork. If you’re still saying things like “we target everyone,” please put your wallet down and back away slowly.
4. Can you measure what matters?
Clicks are easy to get. Revenue is harder to trace unless your tracking is tight.
Make sure you have:
Conversion tracking properly set up (Google Tag Manager, GA4, etc.)
Clear goals in place
A way to see what’s working (and what’s not) beyond just ROAS
Otherwise, you’re just flying blind with a very expensive autopilot.
5. Do you have the time (and skill) to optimise properly?
Ads are not a “set and forget” situation. They need:
Ongoing testing
Budget allocation shifts
Creative refreshes
Strategic pivots
If you or your team don’t have the time, headspace or experience to do that well, it might be time to bring in someone who does. (Hi.)
TL;DR:
Paid media works — when everything else is working with it. Get your strategy, website, tracking, and messaging aligned before you launch. Or better yet, work with someone who can help you figure it out, fast.
