Plan the conversation after the advertising click.

Before approving a campaign, follow the journey a prospective client will take. Read the advertisement, open the destination page and complete the inquiry process. Then look at what happens inside your business.

Who receives the message? What information do they see? How will they respond? The answers belong in the campaign plan.

Keep the offer consistent.

The advertisement and its destination should describe the same service, audience and next step. Check the wording of the form and the confirmation message as well. A request for information should receive a confirmation that accurately describes what has happened.

Assign the follow-up.

Decide who will review incoming inquiries and how that person will distinguish a relevant opportunity from an unsuitable request. Give them the approved offer details and enough campaign context to continue the conversation naturally.

Define what the report will measure.

An advertisement click, an inquiry and a qualified opportunity describe different stages. Agree which measures are available and who can confirm what happened after the initial contact. This helps the marketing discussion account for both campaign activity and the work that follows it.

Review the whole journey.

Campaign adjustments may involve the creative, the audience, the form, the destination page or the offer itself. Feedback from the person handling inquiries can identify questions that deserve a clearer answer in the campaign.

Before launch, run one complete test with the people responsible for the work. Check the message, the handoff and the confirmation. Record anything that still needs an owner.