1. Choose the business action
Pick an outcome you can observe and define what makes a lead qualified.
2. Define the audience
Describe the relevant geography, behaviors, and buying context. Confirm feasibility with your campaign partner.
3. Give the audience a reason to act
Match the creative and offer to the customer’s decision. Make the landing-page experience a continuation of the ad.
4. Agree on the measurement
Document conversion events, reporting intervals, attribution assumptions, and who follows up with inquiries.
5. Test the economics
Use the campaign planner to explore assumptions, then replace those assumptions with observed results. Estimated revenue is not profit or a performance forecast.