Advertising

Calculate from the goal, not from what you have: how many clients you need, your conversion from request, what a request costs — multiply and you have the budget. The floor is 30–50 clicks a week on your key queries, below which no usable statistics accumulate. Increase gradually, by 20–30% at a time.

Start with search campaigns, not automated ones: without accumulated data, automation learns on your money. Conversion tracking, precise geography and a negative keyword list are all mandatory before launch. The most expensive launch mistake is pointing all your advertising at the homepage instead of the page for that specific service.

First rule: search and the display network are always separate campaigns, otherwise the statistics blend and you cannot read anything. Before launch you need goals in analytics, negative phrases and a precise region. The most useful tool after launch is the search terms report: it shows what you are actually paying for.

Every ad group must lead to a page that answers its own query, not to the homepage. The first screen has to repeat the ad's promise: the same timeline, the same price, the same condition. A mismatch between promise and content is the most common reason for expensive requests when the ad settings themselves are fine.

Social advertising shows your ad to people who were not looking for you, so the first job is not to sell but to stop the scroll. It works well where the result shows in a photograph: salons, dentistry, renovation, furniture, clothing. It works badly where the service is needed urgently: those people go to search, not to a feed.

A messenger is the lowest barrier to an enquiry: no calling, no waiting. The minimum for a business is a button in the site header, a reply within 15 minutes during working hours, and counting these enquiries alongside form requests. Advertising in Telegram works through channels and placements rather than interest targeting, so measure it by cost per enquiry, not by reach.

This is advertising to people who already visited your site, and it is usually the cheapest of all: conversion in these audiences is several times higher. A typical return is 10–20% of all requests on 5–10% of the budget. The essentials are capping frequency and audience lifetime, or the advertising turns into stalking and works against you.