FAQs

FAQs

How many ads should I run per audience? For most B2B accounts, three to five live ads per audience is the sweet spot. Fewer than that and a single fatigue event destabilises the channel; many more and you split your budget so thin that no ad gathers enough data to learn from. Keep a rolling roster where fresh creative enters as tired creative exits.

Should I use video or static images? Use whichever carries the argument best for that placement, and test both rather than assuming. Static often wins for clarity and speed in feeds and search; video wins when the product needs to be shown in motion or the story needs a few seconds to land. The format is a delivery choice, not a strategy; the argument decides more than the medium.

How much budget do I need before paid demand generation works? Enough to gather meaningful conversion data within your sales cycle, which in B2B usually means you should be honest about how few conversions a small budget will produce. If the spend cannot generate enough conversions to read a result inside a sensible window, start by optimising upper-funnel signals and treat early spend as learning, not performance.

Why are my click-through rates fine but conversions poor? Almost always a message-match or audience-match problem. Either the ad is attracting the wrong people with a broad hook, so the clicks are unqualified, or the landing page does not finish the promise the ad made, so qualified clicks bounce. Read your ad headline and page headline as one sentence, and tighten the opening so it repels the wrong reader.

How do I write ads if I do not have customer quotes yet? Get them before you scale spend. Read sales-call transcripts, support tickets, and reviews of competitors, and note the exact phrases buyers use about the problem. In the meantime, write from the sharpest hypothesis you have and treat early ads as a way to discover the language, watching which angle the market responds to rather than betting everything on one polished guess.

Is it worth running ads if my landing page is weak? Fixing the page usually returns more than any ad tweak, because the page is where the conversion actually happens and every channel feeds it. If the page is genuinely weak, a small, deliberate test budget to learn which angle resonates is fine, but pouring real spend into a page that cannot convert is paying to discover you have a page problem. Sort the destination, then scale the traffic.