FAQ – Paid Media
Paid Ads (PPC Advertising) allows businesses to promote their products or services through platforms like Google, Facebook, Instagram, TikTok, and Xiaohongshu.
You pay to display ads to targeted audiences, helping you generate immediate traffic, leads, and sales.
LOCUS-T runs ads on Google, Meta platforms such as Facebook and Instagram, TikTok, and Xiaohongshu based on campaign goals and target audience fit.
Google advertising service allows businesses to appear on Google Search, YouTube, and partner websites through paid placements. It works by matching ads to relevant searches or audiences so businesses can attract people actively looking for related products or services.
Meta Ads are paid advertisements shown on Facebook and Instagram. Advertising through Facebook & Instagram help businesses reach specific audiences through interest targeting, demographic targeting, remarketing, and visual storytelling.
TikTok Ads are short-form video advertisements shown on TikTok. Advertising through TikTok is usually more content-driven and engagement-focused, making TikTok a strong channel for brand awareness, product discovery, and audience engagement.
Xiaohongshu advertising service allows brands to reach users on a lifestyle and discovery platform that is especially influential among Chinese-speaking audiences. Xiaohongshu campaigns are often used for content-led exposure, trust building, and demand generation.
Each platform serves a different purpose. Google Ads captures high-intent users, Meta Ads build engagement, TikTok Ads drive discovery, and Xiaohongshu builds trust and influence.
In summary, the best strategy often combines multiple platforms for better results.
Your ad budget depends on your industry, competition, and goals. Most businesses start with a test budget and scale based on performance.
A well-managed campaign focuses on maximising return on ad spend (ROAS).
Paid ads can generate results almost immediately after campaigns go live.
However, optimisation over time is required to improve performance and reduce cost per lead.
No. Paid ads can increase the chance of generating results, but actual performance still depends on demand, targeting, offer strength, landing page quality, sales follow-up, and competition.
Poor results may be due to wrong targeting, weak creatives, low budget, or poor landing pages.
Effective campaigns require continuous testing and optimisation.
Clicks without sales usually mean the gap between interest and conversion is too wide. Common causes include low-quality traffic, mismatched messaging, weak landing pages, poor user experience, unclear pricing, low trust, or weak follow-up.
A high cost per lead can result from strong competition, narrow targeting, weak ad quality, low conversion rate, poor landing pages, or an offer that is not compelling enough. Better performance usually requires optimisation across campaign, message, and conversion flow.
Spam leads often come from broad targeting, weak lead qualification, poor form setup, or low-intent traffic. Better targeting, better form design, and stronger validation can help reduce spam enquiries.
Audience targeting is the process of showing ads to specific groups of people based on interests, behaviour, location, age, demographics, or search intent. Better targeting improves relevance and helps reduce wasted spend.
LOCUS-T can target ads by location, age group, gender, language, interests, and other relevant audience signals depending on the platform and campaign objective.
Retargeting shows ads to users who have previously visited your website or interacted with your business.
It helps increase conversion rates by bringing back users who did not convert initially.
Retargeting is important because many potential customers do not convert on the first visit. It helps keep the brand visible, improves recall, and increases the chance of turning previous interest into a lead or sale.
Ads can run without a full website in some cases because certain campaigns can send users to lead forms, messaging apps, marketplace pages, or social media profiles. A proper website or landing page usually gives stronger control and better conversion potential.
A landing page is often recommended for ads because a dedicated page can improve relevance, user experience, and conversion rate by focusing visitors on one clear offer or action.
LOCUS-T measures ad performance using impressions, clicks, click-through rate, conversion rate, cost per click, cost per lead, return on ad spend, and lead quality based on campaign goals.
Cost per lead is the average amount spent to generate one lead or enquiry from an advertising campaign. It is useful for measuring efficiency, but lead quality should also be evaluated.
Return on ad spend measures how much revenue is generated for every amount spent on advertising. ROAS is commonly used in performance marketing to evaluate campaign profitability.
LOCUS-T optimizes ad campaigns by reviewing data, adjusting targeting, refining creatives and copy, improving landing pages, testing different approaches, managing budgets, and focusing on conversion quality.
Campaign adjustment frequency depends on campaign type, data volume, and performance trend. LOCUS-T monitors campaigns actively and applies regular optimization to keep performance moving in the right direction.
Paid ads can work well for B2B businesses when targeting, messaging, and conversion strategy are aligned with the right decision-makers. B2B campaigns usually require a more considered strategy than broad mass targeting.
LOCUS-T provides support for ad creatives, including visual direction, ad copy, and campaign messaging, depending on the service scope.
LOCUS-T can review and manage existing ad accounts as long as the necessary access is provided and the setup is suitable for proper optimisation and tracking.
Paid traffic and paid visibility usually stop once ads stop running. LOCUS-T often recommends balancing paid ads with stronger brand assets, remarketing, and long-term channels such as SEO.