Most digital campaigns start with the wrong question:

“How much should we spend?”

The real question is simpler, sharper, and far more important:

“What would make this campaign a win for us?”

It sounds obvious. But I’ve seen tens of thousands of euros spent on campaigns that were declared “successful” — with no one agreeing on what success looked like in the first place.

Why This One Question Changes Everything

When a business skips defining success, it ends up chasing impressions, clicks, or “visibility.” Those are fine if you’re a media brand.

But if you’re a B2B company trying to sell machines, appointments, or services?

You need to know what one lead is worth before you even open Google Ads.

Here’s a simple example:

• One average customer is worth €2,000 in revenue
• You close 1 in 5 inbound leads
• Each lead is worth ~€400 in expected value

So:

• If your campaign delivers leads for €40–€80, it’s working
•  If it delivers leads for €300, you’re burning cash — no matter how good the ads look

How to Ask It Properly

When you or your agency plans a new campaign, use this version of the question:

“Let’s agree now: what would need to happen for us to say, in 60 days, that this was money well spent?”

If no one has a concrete answer — stop.
Don’t write ad copy. Don’t argue over landing page colors.
Get clear first.

The Quiet Bonus Benefit

When a campaign starts with a real definition of “a win,” reporting gets simpler. Your team stops arguing about CTR and focuses on cost per lead, sales conversations, and closed deals.

You don’t just get better results — you get fewer headaches.

Something to Think About

Before you launch your next campaign — or hire someone to do it for you — ask yourself:

Do we all agree on what success looks like?

If not, you’re not buying marketing.

You’re buying noise.