Before you increase your advertising budget
Five questions to ask before putting more money into your campaigns.
A larger advertising budget gives you more room to reach people. Before you increase it, get clear on what your current spend is doing and what your business can support.
Start with the outcome
Decide what a useful result looks like. An enquiry, a booked appointment and a completed sale represent different stages of the customer journey. Choose the outcome you need to improve.
Check the quality of the enquiries
Ask your sales team which enquiries become customers. A low cost per enquiry is less useful if those enquiries rarely turn into suitable work.
Review the next step
Follow the journey from the advert to the landing page and enquiry process. Look for unclear information, unnecessary questions or an offer that does not match the advert.
Consider your capacity
More enquiries also mean more follow-up. Make sure someone can respond promptly and that your business can deliver the work you are promoting.
Set a review point
Write down what you expect the increase to achieve, when you will review it and what would make you adjust the plan. Keep a record of changes so you can make sense of the results.