Every offer is unique — just like your available resources in terms of time and money. To help you avoid starting without a clear direction, we’ve created a structured guide so you can develop a well-founded and actionable ad strategy.

1. What Do You Want to Achieve with Your Advertising?

Before planning specific measures, you need a clear goal. Your choice of channels, content, and budget will all depend on that goal.

Common advertising goals:

Build brand awareness
Improve or change brand image
Increase sales
Generate leads (most commonly: collect qualified contacts through your funnel to make a targeted offer later)

💡 Pro-Tip: Be absolutely clear about which of these goals is your top priority. Only then can you plan and evaluate your advertising strategically.

2. Key Questions for Your Advertising Strategy

To turn your goal into a solid strategy, ask yourself the following questions:

What exactly do you want to achieve? (e.g., brand awareness, lead generation, sales)
Who do you want to reach? (customers, prospects, multipliers)
Through which channels will you reach them? (e.g., social media, email, direct messages, website, Google)
What kind of content do you want to share? (offers, values, expertise)
Where and for how long do you want to run ads? (e.g., short-term or ongoing, local or online)
What budget do you have available?

💡 Pro-Tip: Start with one focused channel and optimize it over 4–6 weeks before expanding to multiple channels. This helps avoid wasted efforts and resources.

3. What Type of Advertising Suits You Best?

Once you know your goal and audience, you can decide how to implement your advertising. There are two main paths to winning new customers:

Traditional Customer Acquisition

Warm Outreach: Contacting people who already know you – like friends, social media followers, or contacts in your email list.
Cold Outreach: Contacting people who don’t know you yet – often using researched or purchased address lists.
Organic Marketing: You attract attention through valuable content on social media or your website.
Paid Advertising: You buy targeted reach so that ideal prospects can find you quickly – through ads on Meta, Google, LinkedIn, etc.

💡 Important: Warm and cold outreach is time-consuming, often uncomfortable, and difficult to scale. This is where funnel marketing shines: a well-designed funnel can automate many of these manual steps and engage people exactly where they are – without endless follow-ups or cold calling.

Organic Advertising (No Budget, But Time-Intensive)

You rely on visibility without spending money – this requires consistency and a solid strategy. Examples:

Visibility through SEO (Google rankings)
Collaborations with affiliate partners
Podcast or expert interviews in your niche
Posts, comments, and interactions in relevant communities (e.g., Facebook groups)
Your own social media posts and reels (LinkedIn, Instagram)
Strategic partnerships with people who already reach your audience
Building reputation through reviews and recommendations
Starting your own community
Integrating a funnel into your existing website
Actively using referrals from happy customers

Paid Advertising (Faster, But Requires a Budget)

You invest in visibility via platforms. There are two general approaches:

Pull-Marketing (z. B. Google Ads): Your audience is already actively searching for a solution – you offer it. Ideal for high problem awareness.
Push-Marketing (z. B. Meta Ads, LinkedIn Ads, TikTok Ads): Your audience becomes aware of your offer before they even start searching – you generate interest proactively.

💡 Pro-Tip: For fast, scalable results, paid advertising often works best – especially when combined with a well-structured funnel.

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