Before You Run Ads, Read This
It always starts with: "We want to run some ads." Facebook, Instagram, Google, take your pick. Business owners are ready to spend $100, $200, even $500 to "get more leads." And I don’t blame them. Visibility is important. But here's the truth most people aren't hearing: ads won't fix what's broken underneath.
I can't tell you how many times a new client has come to me excited to launch an ad campaign only for me to pump the brakes. Not to kill the momentum, but to make sure the foundation is actually ready to support the traffic they're about to pay for.
My Strategy, My Story
When I first started offering digital marketing support, I would jump right into ad setup. I wanted to help people get results fast. But over time, I started seeing the same pattern: leads would come in, and then... crickets. No follow-up. No tracking. No clear next step.
I realized I was helping them drive traffic to a system that was either broken or non-existent. Now, I step back. Every time someone says "I want to run ads," my response is, "Great! But let’s take a quick look at your foundation first."
How This Helps My Clients
Instead of wasting money on untracked clicks, we:
Make sure their website is current and clear
Confirm their Google Business Profile is accurate and engaging
Establish one clear call to action (phone call, form, booking, etc.
Set up or check their CRM so no leads fall through the cracks
One client went from zero follow-ups to booking three new projects within two weeks all because we stopped to make sure their system could actually support the traffic.
The Big Picture: Where This Fits in Your Strategy
Running ads is Layer 4 in what I call the Marketing Ecosystem. Before you get there, you need:
Foundation: Website, CRM, forms, clear calls to action
Presence: Google Business, social, SEO
Human Connection: Testimonials, real content, trust
Advertising: Only after the other pieces are in place
Otherwise, you're pouring water into a bucket with holes.
Quick Tip:
Before spending a dollar on ads, answer this:
"Where exactly will this lead go, and what will happen next?"
If you can’t clearly answer that, pause the campaign and get that part handled first.
Quick Questions, Real Answers
Q: Can I run ads without a website?
A: You can but where will people go? A website or landing page builds trust.
Q: What if I don’t have a CRM yet?
A: Even a spreadsheet is better than nothing. But a CRM makes tracking, follow-up, and closing much easier.
Q: Isn’t something better than nothing?
A: Not when you're spending money. Ads without a plan cost you more than they help.
Ready to Get Strategic?
Want to make sure your foundation is solid before running ads?
In a Strategy Session, we’ll walk through your foundation and find the fixes that make everything easier.
Check out the Book a Call page, or feel free to send me a message directly using the form below.
Yes, I personally read and respond to every one.
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