Stated plainly. If the ad and the landing page disagree, the campaign is not ready.
Approach
Small tests, then concentration.
The first job is a number you trust. After that, budget moves toward the creative and channel that produce it. Everything else stays a test or it stops.
Spend follows the creative that pays. Everything else is a test.
A conversion with a value, a source on every link, and a written definition of a qualified result.
Email goes to people who opted in. Native and social ads are labeled for what they are.
Ninety days, as a plan.
Dates move if tracking or creative is not ready. We do not fill the gap with extra spend.
- Days 1–10Offer, audience, baseline, and measurement. Access to the ad accounts, the store, and the email platform. A kill rule written before launch.
- Days 11–30One primary channel. A small set of angles. Enough budget to learn, and a meeting where we keep or cut.
- Days 31–60Winners get more budget. A second channel joins only if it has a job the first one is not doing.
- Days 61–90The mix settles. Creative refresh is on a calendar. The readout is a decision about the next quarter, not a recap.
Before the first dollar.
If an item on this list is missing, that item is the work. Media waits.
The action that counts, with a value where the business has one. Lead, purchase, or booked call.
Every ad and email link carries a source. We can tell a channel’s sales from a blended total.
New email subscribers have a record of opt-in. Paid traffic is not quietly added to a list.
Formats we actually make.
These are format examples. They are not case studies and they are not results.
A reorder note
Subject, body, and button about one product the person already bought. Sent when the product is likely due, not on a random Tuesday.
A sponsored story
Headline, thumbnail, and a landing page that continues the idea. Marked sponsored. No fake news masthead.
A four-cut test
Same offer, four openings. The cut that pays gets the budget. The others are archived with a note on why.