Advertising is one part of the acquisition system.

Advertising brings someone to an offer. The page explains its value, the form collects a contact and the team turns an inquiry into a conversation and sale. Losses can occur at any stage.

Where the difference gets lost

Before launch, check the ad-to-page match, the intended action and the mobile form. Make sure the inquiry reaches its responsible manager.

What to check

Measure movement between stages. More ad budget does not solve unhandled inquiries.

Prioritise changes by their effect on the system. Ads, website, chatbot and CRM should support one customer journey and shared definitions of success.