Performance
It's easy to start running ads. It's harder to make sure they're worth what you're paying. Before you spend anything, it's worth answering five questions.
1. What counts as a result?
A lead, a sale, a booked call? Pick one main goal per campaign. If you can't say what success looks like, you won't be able to tell when you've got it.
2. Who exactly are you trying to reach?
"Everyone" is an expensive audience. The more clearly you can describe your customer, the better you can target your ads and write your message.
3. Where will people land?
An ad's job is to get the click. Your page's job is everything after that. If it's slow, or doesn't match what the ad promised, you'll pay for visitors who leave right away.
4. Can you measure it?
Make sure conversion tracking is set up and tested before launch. Otherwise, you'll be making budget decisions without knowing what's working.
5. What will you do with what you learn?
The first version of a campaign is rarely the best one. Plan to review the results and adjust, and allow some of your budget for finding out what works.