The short answer
Write down one offer, area, time period and expected action. Then decide which record will prove an enquiry arrived before selecting the channel or budget.
Support one offer
Your team should be able to explain the campaign in one sentence. Mixing services and audiences makes it hard to know what produced the enquiry.
Limit the service area
Use actual travel limits or the area where customers already come from. Wider reach does not help if the enquiries are too far away to handle.
Decide how to count
A click is not an enquiry. Choose a form, tracked call, booking or code, then write down what makes a contact useful.
Checklist
- One offer and audience
- An area the business can serve
- One expected action
- A measurement source and exclusions