Spending your first ad budget without wasting it
A small ad budget can work hard, as long as you point it at the right thing. Here is a straightforward way to start, test and learn without burning through your money.
Decide what success looks like
Pick one goal: Calls, bookings, sign-ups or sales. One goal per campaign keeps things clear and makes the results easy to read.
Know your numbers: Work out what a new customer is worth to you. That tells you how much you can afford to pay for each enquiry.
Start with one audience: Begin with the people most likely to say yes, such as locals in your area or people who have already visited your site.
Make the ad and the page match
Keep the promise the same: If the ad says "free quote", the page it lands on should say "free quote" too, right at the top.
Send people to a focused page: Not just your homepage. One page, one offer, one button.
Use real images: Photos of your real work stop the scroll better than stock pictures.
Test small, then back the winner
Try two versions: Change one thing at a time, like the headline or the picture, and run both side by side.
Give it time: A few days of results tells you far more than a few hours. Resist the urge to tweak every morning.
Track every enquiry: Make sure calls, forms and messages are counted, so you can see which ads actually brought customers.
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Written by the Funnal team. Illustration: Funnal.
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