06 / Paid Media · Field notes · 4 min read
Paid Media Needs More Than a Media Plan
The offer, destination, and follow-up are part of the campaign.
A media plan decides where the budget goes. It does not decide what happens when someone clicks. That part is usually where campaigns win or lose.
The offer is part of the ad
People respond to a clear reason to act now. A strong offer makes average targeting work. A weak offer makes great targeting expensive.
The destination is part of the ad
Send people to a page that continues the exact conversation the ad started, with one clear next step. A homepage is rarely that page.
The follow-up is part of the ad
A lead from a paid campaign has a real cost. Replying in minutes instead of hours protects that spend more than any bidding change.
Judge it on revenue
Clicks and cost per lead are useful signals, but the real question is cost per customer. Connect the campaign to what happens after the click and that number becomes visible.