An honest assessment.
WHEN ADVERTISING MAKES SENSE
Your site converts visitors into enquiries already You know what a customer is worth You can afford to lose the first month's spend while learning You can handle more enquiries
THAT FIRST POINT MATTERS MOST
Advertising sends traffic to your site.
If your site does not convert traffic you already have, paid traffic converts no better.
You are paying for the same failure at scale.
WHEN NOT TO ADVERTISE
Your site does not produce enquiries from existing traffic You do not know what a customer is worth You cannot handle more work You have a small budget and expect immediate returns
WHAT TO DO FIRST
Fix conversion.
Doubling your conversion rate costs nothing per click and improves every channel.
WHAT ADVERTISING IS GOOD FOR
Immediate visibility while search visibility builds Testing whether demand exists Reaching people who will not find you otherwise
WHAT IT IS NOT
A substitute for a site that works.
