The whole path, not just the ad
The audience
Who sees it, built from your actual customer data where it exists rather than from platform interest categories alone.
The creative
Several variants tested against each other. The winner is rarely the one anyone in the room predicted.
The landing page
Where most paid budget is wasted. Traffic sent to a generic homepage converts a fraction of traffic sent to a page built for that offer.
The follow-up
What happens to the people who filled in the form but did not buy. Usually nothing, which is why the numbers look worse than the campaign was.
Where we buy
Google Search
Highest intent, highest cost per click. Worth it when someone is actively looking for what you sell.
Meta
Facebook and Instagram. Strong for discovery and retargeting; needs good creative more than a big budget.
TikTok
Reach at low cost if the creative genuinely suits the platform. Repurposed TV ads do not.
Expensive per click, justified for B2B where one closed deal covers the quarter.
Marketplace ads
Sponsored placement inside Tokopedia and Shopee, where the buyer already has a wallet open.
Beyond Paid Ads
This works harder alongside
Elsewhere in Marketing
