1) Win the click with intent, not volume
Search is still the most “ready-to-buy” traffic on the internet. Across industries in 2025, Google Search ads average ~7.5% conversion rates—but only when you’re matching high-intent queries with relevant offers and tight keyword hygiene. Broad, unfocused targeting drags this down fast. Build your account around “pain + solution” queries and protect budgets with negatives.
2) Make speed a non-negotiable
Every extra second your page takes to load costs you attention and revenue. Google found that as mobile load time climbs from 1s to 3s, bounce probability jumps ~32%—and keeps worsening as it gets slower. Cut render-blocking scripts, compress media, and prioritize Core Web Vitals. Google Business+1
3) Respect the craft: creative is the growth engine
Media targeting matters—but creative quality is the single biggest driver of incremental sales from advertising. Nielsen’s multi-media meta-analysis attributed ~47% of sales contribution to creative itself. That means structured creative testing (hooks, offers, formats, and first 3 seconds on video) is not “nice to have”—it’s your primary lever.
4) Don’t send ads to a maze
General websites leak conversions because they force visitors to hunt. Purpose-built pages win. Benchmarks from Unbounce show a ~6.6% median landing-page conversion rate across industries—far higher than the average service website. If you must send traffic to your site, make each service page behave like a landing page: one goal, one CTA, sharp proof, and zero detours.
5) Obsess over retention economics
Growth isn’t just about acquisition. Classic Bain/HBR research indicates that lifting retention by 5% can raise profits by 25–95%. Translate that into your funnel: build lifecycle journeys (onboarding, usage nudges, win-backs), spotlight customer success stories in remarketing, and measure LTV by cohort—not just last-click ROAS.
