Six digital channels, one business goal
Think about the last campaign your company ran.
Can you tell me how many customers he brought in, and how much each one cost?
If the response comes in the form of impressions, clicks, and rising charts, you’re in good company: that’s how most platforms present themselves.
However, an entrepreneur thinks in terms of signed contracts, reservations, and orders.
This page explains how to build an advertising campaign that speaks your language: start with your business objective, choose the channel that best serves it, and decide in advance how you’ll measure the results.
It takes three minutes to figure out where to start.
Campaigns that underperform rarely stop. They keep running, show increasing numbers, and generate well-organized reports.
Value is lost elsewhere: in audiences that are too broad, in keywords that tap into curiosity rather than purchase intent, and in landing pages that fail to welcome visitors properly.
Added to this is fragmentation. Each platform measures its own performance using its own reports, and no report answers the question that really matters: how many customers came from advertising, and at what cost per customer.
The difference almost always lies in the stages leading up to the ad. It lies in the choice of objective, in the consistency between the promise and the landing page, and in the ability to distinguish between a metric that describes the business and one that describes only the campaign.
At Factory Communication, we work with owners of small and medium-sized businesses who want a single point of control for all paid channels.
Those who are still in the process of defining their strategy before choosing channels can find the decision-making process on the dedicated page.
Each campaign follows the four phases of the FARO method, always in the same order. The order matters: it’s what prevents you from choosing a channel before you know what it’s supposed to achieve.
An advertising campaign is a coordinated set of messages disseminated across one or more channels, with a stated objective, a defined audience, a set budget, and a specific duration.
It differs from a single ad in that it involves a strategy, targeting criteria, and a measurement system that are determined before publication.
We use artificial intelligence where it really makes a difference: analyzing data from multiple platforms in just a few hours, identifying weak signals, and generating creative variations to test.
Decisions regarding the budget, message, and tone are up to the individuals involved.
That’s how we use AI: to support human judgment, never to replace it.
The basics remain the same: a clear message, the right audience, and the appropriate frequency.
The way they’re purchased and measured has changed: digital ad space is bought at auction, in real time, and the results are attributed to leads and sales rather than brand recall.
For the entrepreneur, this means being able to adjust the campaign while it’s still running.
The investment consists of two separate components:
We’ll define them together after our first meeting, once the objectives and timeline are clear and the estimate becomes reliable.
The factors that determine it
Results vary depending on the channel. Search campaigns generate initial leads within a few weeks. Connected TV, DOOH, and podcasts build brand awareness, and their impact is seen over longer periods.
The method remains the same; what changes are the questions people ask, the channels they use, and the timing of their decisions. These are the four areas where we have the most expertise.
There are three things to look for: whether the approach starts with the business objective or the channel, whether it first specifies how it will measure results, and whether it delivers reports that are understandable to company leadership.
A good proposal also specifies what remains under the client’s control, starting with full access to advertising accounts.
A single professional is a solid choice when there is only one channel and the volume is low.
A team is most effective when there is more than one channel, because it requires a combination of different skills: strategy, creativity, data analysis, and continuity during periods of absence.
The cost consists of platform fees and management expenses.
It depends on competition in the industry, the size of the audience, the number of channels, the duration, and the production of creative content.
We determine this in the project proposal after the first meeting, when we can provide a reliable estimate.
First, you define the metric that describes the business: qualified leads, sales, reservations.
Then you calculate the cost per acquisition for each customer and the return on ad spend.
Impressions and clicks remain intermediate metrics, useful for making adjustments, not for evaluation.
It depends on when the customer is ready to listen.
Search advertising targets those who already have a need; social media and connected TV reach those who don’t know you yet; DEM and SMS target specific audiences. The remarketing reaches those who have already visited the site.
The choice depends on the objective—never the other way around.
Search network campaigns generate initial leads within a few weeks. The platforms go through a two- or three-week learning phase, and it takes about three months to obtain reliable data.
Awareness channels, such as connected TV and DOOH, are evaluated over longer time frames.
Advertising must be recognizable as such. DEM and SMS require that contacts have given their consent to receive commercial communications, and data collected through tracking must be handled in accordance with the GDPR, with a privacy notice and consent where required.
In regulated sectors, such as the legal and financial sectors, ethical standards also apply.
Many companies do this successfully, especially when they have a dedicated, trained person on staff.
We can support the team by providing training, setting up performance metrics, and conducting periodic oversight, while leaving the actual implementation to the company. This is the best solution for those who want to build in-house expertise.
A one-hour consultation to determine which channels are best suited to your goals and how to measure their effectiveness. Following the consultation, you’ll receive a written proposal outlining the channels, timelines, and evaluation criteria.
