Make the offer understandable
Write down who the campaign is for, the offer you are making and why someone should care now. If the team cannot explain the offer clearly, creative variations will not resolve the underlying problem.
Connect the ad and the landing page
The destination should continue the promise made in the ad. Keep the main action clear, explain what happens after an enquiry and provide enough information to make that next step feel worthwhile.
Agree the learning plan
Set a budget, a review period and a useful business measure before launch. Separate media spend from creative and management costs. Use early data to ask better questions, rather than treating every click as success.