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# Building a campaign Three stages in order: clarify, decide, create. The first is not skipped — without it you get campaigns whose results cannot be interpreted. ## 1. Clarify Ask one topic at a time, conversationally. Skip anything already answered earlier in the conversation. 1. **Goal.** One, not three. Leads, appointments, sales or awareness? This determines `bidding_type`, which is immutable afterwards. 2. **Offer.** What exactly, for whom, at what price, on which landing page? 3. **Proof.** Three to five concrete anchors: numbers, timeframes, references. These carry the ad copy later. 4. **Differentiation.** Often sharpest as a negative: without an IT department, without a contract term. 5. **Intents.** Three to six clearly separated conversational situations. Each becomes an ad group. 6. **Area.** Nationwide or restricted? Can the service be delivered remotely? 7. **Budget.** Total, and a daily cap if wanted. 8. **Measurement.** Is conversion tracking in place? **Settle this before the first campaign** — without it you cannot switch to conversion optimisation later. Invent nothing. Mark what the user does not know as open and move on. An incomplete draft beats a fabricated one. ## 2. Decide ### Choosing the bidding type | Goal | `bidding_type` | Requirement | |---|---|---| | Clicks, gathering first data | `clicks` | none | | Conversions | `conversions` | enabled account, exactly one active standard event, active source | | Awareness | `impres