Don’t Run Ads Until You’ve Done This
You spent four thousand dollars on ads last quarter and you can't point to one job that came from them.
You spent four thousand dollars on ads last quarter and you can’t point to one job that came from them.
The money stings. What keeps you up is feeling out of your depth in your own business. Someone showed you a chart, you nodded along, and part of you suspects they knew you didn’t follow it.
Then it turns inward. Maybe you pulled the ads too early. Maybe everyone else in your trade has worked this out and you’re the last one guessing. You don’t finish that thought. You close the laptop instead.
The Report That Says It Worked
Sunday night, and the report is open on the kitchen table because you couldn’t face it during the week.
The numbers are fine, which is what makes it strange. The reach was good, the cost per click was reasonable, and every line says the campaign did its job. Your phone rang four times last month. Three were suppliers. The fourth wanted a price and never called back.
On Wednesday you pulled up at the lights behind a competitor’s van. Same kind of work, a business half the age of yours, and lately you see that van everywhere.
When your team asks how the ads are going, you say early days, because you don’t know what else to say.
So next quarter you’ll probably approve six thousand. You don’t believe it will work. Raising a number is just the only move that feels like a decision.
Three Seconds After the Click
Someone sees your ad on their phone at 7am and taps it. They land on your homepage and read that you offer quality workmanship, competitive rates and service you can trust. They read those exact three things on the last two sites they opened that morning, and they close the tab.
The report counts that as a click. As far as the ad was concerned, it worked: it put a real person on your website. The page just had nothing to say when they got there. That’s why six thousand won’t fix it. It buys more people arriving somewhere forgettable.
The Competitor on a Quarter of Your Budget
That van at the lights is winning on a quarter of your budget. Their homepage says one thing, and it’s the same sentence on the van, in their email signature and on the sign at the front of their yard. People remember them because they keep running into the same message, and that repetition does work money would otherwise have to buy.
So fix what the ad lands on first. Get the page saying one clear thing only you can say, then spend behind it. Do it the other way round and you end up with a healthy ad account and a quiet phone.
Silky Pear Energy got the order right from the start. They’re a solar company in Kalgoorlie that did something almost nobody does: they built the brand properly before they traded, with nothing on the books and no revenue coming in. That cost them time when time felt expensive. What it bought was a business that knew exactly what it stood for on day one, with material that said the same thing everywhere a customer looked. The enquiries come from content that sounds like them and looks like them, in a market where most competitors are shouting about price.
Spending more on ads and getting the same enquiries back? Our free guide, How To Win More Clients Without Spending More On Advertising, shows where the budget you already have is actually going.
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About DSP
Design Studio Perth is an integrated branding and graphic design agency based in Perth, Western Australia.
Our team is made up of dedicated professionals who work closely with each client to develop unique and compelling brands that resonate with their target audience.
Our team is made up of dedicated professionals who work closely with each client to develop unique and compelling brands that resonate with their target audience.
