Tell me about the campaign.

Helps us match channel choices to your market.

Defines target CPA, campaign type and creative angle.

Drives channel selection, targeting, creative direction.

Goal determines bidding strategy and definition of success.

Defines reach, number of testable hypotheses, channels we can run.

Channel mix is matched to goal and audience.

Without data, optimisation is guesswork. If gaps exist, we fix them first.

Bad landings burn budget. We may need to fix them first.

Creative production is its own line item — don't underestimate it.

Drives creative themes and ad copy hierarchy.

Benchmark for bids, creatives, offers.

Moderation can kill a campaign. Knowing in advance saves time.

Helps allocate budget across months and product lines.

The best ads are useless if leads aren't worked. Sometimes we fix sales first.

Aligns expectations on cadence and visibility.