Define the customer’s situation
Before choosing where to advertise, describe who you want to reach. Go beyond a broad demographic. Think about what is happening in their business or life, what they need help with and what makes them start looking for a solution.
Listen before writing the message
Review common enquiries and questions from existing customers. Note the language people use to explain their needs. This gives you a starting point for copy that feels relevant, and helps you identify what is unclear about your offer.
Give the campaign one priority
Choose a specific action you want the customer to take. It might be booking a conversation, requesting a quote or exploring a service. Build the message and the destination around that action so people understand what happens next.
Choose a channel with a reason
Consider where your audience looks for answers and how close they are to making a decision. Search can connect with an existing need, while social content can help introduce an idea. Treat your choice as a starting hypothesis to review, not a permanent commitment.
Your next step
Write a one-page brief with four items: the customer, the problem, the offer and the action. Use it to assess whether your campaign choices support the same goal.