Worked example
The same budget can produce different lead costs
Illustrative scenario and demonstration data. Not Broad Promo client results or a performance promise.
| Campaign | Media spend (USD) | Qualified enquiries | Media cost / qualified enquiry (USD) |
|---|---|---|---|
| Campaign A | $600 | 12 | $50 |
| Campaign B | $600 | 20 | $30 |
| Campaign C | $600 | 8 | $75 |
Campaign B produces more qualified enquiries from the same sample media spend. This comparison excludes management, creative, and sales costs and does not establish customer profitability. These are demonstration figures, not prices or expected campaign results.
What matters for digital media advertising
Digital advertising works best when the channel, audience, offer, and follow-up process are planned together. Search can reach people already expressing a need; social and display campaigns can introduce an offer or reconnect with previous visitors. Channel selection should reflect buying behaviour and business economics. A campaign plan should state what is being tested, how much can be spent, what counts as a qualified lead, and who will respond.
Define the cost before comparing options
Ask for separate costs for setup, ongoing support, software, production, and any advertising. Check how much work is included, how many revisions you get, and what your team needs to provide. Two quotes with the same headline price may include very different services.
Consider what a new customer is worth to your business and how much additional work you can handle. A cheaper quote may leave essential work out, while a larger package may include things you do not need yet. Ask whether the project can be delivered in stages, with an agreed budget and a point to review progress. Broad Promo can quote for your specific requirements.
A practical checklist
- Define a qualified customer and the geography you can realistically serve.
- Choose a channel based on customer behaviour and available creative assets.
- Separate media spend from management, production, and landing page costs.
- Build a destination that answers the promise made in the advertisement.
- Verify tracking and the route from enquiry to sales follow-up.
- Review qualified outcomes before increasing the budget.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Report spend, enquiries, qualified opportunities, customers, and the time between first contact and purchase. Compare channels using consistent definitions and date ranges. Platform attribution is useful for optimization but should be reconciled against actual sales records. Avoid adding overlapping platform conversion totals and calling them unique customers.
What to include in your brief
Explain what you sell, where you operate, and how many new customers your team can serve. Share previous campaign results and the costs and margins needed to judge whether advertising is worthwhile. Separate the ad budget from agency and production fees, and agree who approves the ads and follows up leads.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.