Clarify the offer
Describe what the customer receives, for whom it is useful and what action comes next. An unclear offer is difficult to fix with targeting alone.
Check the destination
Test the landing page on a phone, including the form and confirmation step. Keep the promise consistent with the advertisement and make essential information easy to find.
Prepare measurement
Define the conversion event and check that it records correctly without duplicates. Agree which report will guide decisions and separate observed results from estimates.
Plan a controlled test
Set a budget limit, a review date and a small set of creative variants. Change one major variable at a time so the result answers a useful question.
Judge quality as well as cost
Follow up on leads or purchases and connect them to campaign reporting where possible. Cheap clicks are useful only if the resulting audience supports the business objective.