LEAD GENERATION
Stratetic Adjustments
Area
Original Plan Recommended Adjustment
Consolidate on fewer, stronger campaigns with cautious testing and enough time to gather real data.
Ad Budgeting
Scattered small tests
Use authentic, solution-focused visuals that quickly show what the product is and why it matters. Real Video.
Creative Style
Stock/AI visuals
Generic “women 40+, homeowners” targeting
Broaden to include all homeowners; layer interests like home maintenance, renovation, and indoor air quality.
Audience Targeting
Make panic messaging urgent and clear; make wellness messaging calm and reassuring.
Messaging Tone
Informational
Single awareness → conversion funnel
Create two paths: quick conversion for panic, educational retargeting for wellness.
Funnel Flow
Use specific CTAs like “Get My Mold Test Kit” or “Check My Home’s Air Quality.”
CTA Focus
“Learn more” generic
Mixed or misaligned pages
Ensure post-click experience matches ad promise and visuals.
Landing Page Readiness
17
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