Paid Ads Best Practices

Structure for scale

Organize campaigns by objective and intent. For search, separate brand, generic, and competitor keywords. For social, segment by funnel stage and creative theme.

Measurement

Ensure your tracking is consistent: server-side events where possible, proper UTM tagging, and a single source-of-truth for conversions.

Creative testing

• Run small multivariate tests on headlines and CTAs.
• Measure metrics beyond clicks — engagement and downstream conversions.
• Scale winners but keep exploring new creative angles monthly.

Need help setting up reliable measurement? Contact Lomix