Campaign readiness
What the work can include
- Audience and offer clarification
- Campaign concept and message system
- Ad creative and format planning
- Landing-page structure and copy direction
- Lead form and follow-up alignment
- Measurement foundations
Advertising
Connect your advert and landing page around an offer people can understand and respond to.
I develop campaign direction, advert creative and landing-page messaging around the offer you want people to consider. We can scope these together or focus on the part that needs work. Media spend is separate; account management, media buying and ongoing optimisation are included only when listed in your quote.
Before the spend
What happens after someone clicks?
An advert creates an expectation. The page needs to continue that message, answer relevant questions and give an interested person a clear way to respond. I review that route with you before deciding which campaign elements to create or improve.
- The advert promises something the landing page does not explain.
- The audience is broad because the offer is unclear.
- Creative variations hide the central message.
- The form asks for commitment before confidence exists.
- Follow-up does not continue the same conversation.
Campaign path
Plan the route from the advert to the enquiry
I use this route to plan what the advert needs to say, what the destination must explain and how an interested person can respond.
01Audience
Who should recognise the problem?
02Promise
Why is this worth attention?
03Creative
How will the idea become clear?
04Landing page
What evidence reduces doubt?
05Action
What is the appropriate next step?
Scope boundaries
Creative work, media spend and management are separate
Media spend is separate. Platform management, media buying and ongoing optimisation are included only when they are explicitly part of an approved scope.
The agreed deliverables can include campaign concepts, advert assets, page structure and follow-up direction. Performance also depends on the offer, budget, market and follow-up, so results cannot be guaranteed.
Relevant project examples
See how message, design and destination can work as one system.
Citrine
A product story connected across imagery, website and ordering route.
View case studyMy Most Trusted
A coherent identity and digital experience built around trusted relationships.
View case studyThe Soul Garden
Clear routes through a varied ecosystem of products, makers and workshops.
View case studyCampaign questions
What to expect
Can you run the advertising account?
Account management and ongoing optimisation can be discussed, but they are included only when specified in the agreed scope. Let me know which platforms you use and whether you need creative work, management or both.
Is media spend included?
No. Platform spend is separate from strategy, creative, landing-page and management fees.
Can you guarantee campaign results?
No. Results depend on the offer, market, budget, competition, timing, follow-up and other factors outside a responsible guarantee.
What if the website is the main problem?
The recommendation may be to resolve the destination before sending more paid traffic to it.
Preparing the brief
What I need from you
- The business outcome, audience and offer you want to focus on.
- Existing work, brand assets and any available performance information.
- Accurate examples or evidence that can support the message.
- The people involved in providing information and reviewing the work.
Scope and investment
Agree the work before commissioning it
I review the starting material and clarify the decisions with you, then set out the proposed deliverables, client inputs and investment. The quote confirms timing and any specialist or ongoing work included.
Initial enquiries establish fit and scope. A paid diagnosis is a separate engagement if several connected questions need a deeper review.
My Most Trusted: a relevant project exampleExplore the relationship between the central message, campaign creative and website explanation.
After the click
Give attention somewhere useful to go
An advert is one stage of the journey. Funnel planning connects it to the landing page, response and follow-up requirements. Conversion psychology can help identify where the destination makes the offer or next step hard to assess.