Example business A wants to grow their business by increasing the number of customer leads they get from their website

Can you tell me more about what I can expect to see?

You will see potential customers contacting you based on ads which are shaped by your marketing goals. Typically ways of contact are through the phone or ways listed on your website.

The number of people visiting your website will be higher than if no advertising was done.

Approximate traffic numbers and ad spend vs. expected revenue etc. 

The numbers depends on factors like the market, industry, and the business. In this example, the business is paying for customer leads. Ad spend should correspond with estimates on how much leads are worth and how many you may want.

Example business B wants to sell tickets to a specific event from their website.

Can you tell me more about what I can expect to see? 

Potential customers will click on the ads to learn more about the event and a portion of those people will buy the tickets.

The number of tickets sold will higher than if no advertising was done.

Approximate traffic numbers and ad spend vs. expected revenue etc. 

Like the previous example, it depends on different things. In this example, the business is paying to increase ticket sales. Typically, ad spend is much less than the expected revenue from the sales.

For both examples above:

Do you guarantee your work in any way?

The digital advertising work will guarantee people in the target audience will see the ads. When they click on the ads, it will increase traffic to your website using the budget provided. The advertising can be directed towards different goals (raising awareness, generating leads/quotations, buying items or services, getting into new markets).

The ads and the website visits will promote your business to people and increase their awareness of it regardless of their action.

And how do you define a successful campaign? 

On the technical side, these are some measurements and benchmarks:

• Budget spent:  within +/- 5% of allocated
• Click through rate of search ads: 1.0% or higher. This rate says out of how many ads that are displayed does someone click on an ad; you only pay if someone clicks on the ad. The rate is to measure the quality of the campaign like relevance to the target audience and construction of the ads.
• Website engagement metrics of people from ads are in line with industry or non-advertising traffic of the website (e.g. bounce rate, time spent on site)
• Business feedback: e.g. “A customer contacted me from the ads for a quotation that led to a large contract”. “The $25 I spent on advertising and was able to get $300.00 in ticket sales from people who clicked on the ads.”