Good paid media depends on what happens after the click. Dentists need attended appointments, ecommerce brands need margin, and SaaS companies need paying customers. Some sectors also have strict platform rules. Each page below sets out the funnel, channel split, tracking and rules for that industry.
| Industry | What success looks like | Biggest constraint |
|---|---|---|
| SaaS | Paid customers and payback | Long sales cycles |
| Ecommerce | Profitable new customers | Margin and feed quality |
| Dentists | Attended appointments | Health ad rules |
| Healthcare | Consultations by specialty | Health data and audience limits |
| Law firms | Signed clients | Professional advertising rules |
| Real estate | Site visits and bookings | Lead quality, housing rules |
| Education | Enrolments by course | Admission seasons |
| Financial services | Qualified applications | Verification and disclosures |
| Hotels and travel | Direct bookings | OTA competition |
| Home services | Booked jobs | Calls and service areas |
| Auto dealers | Test drives and sales | Offline sales, changing stock |
| Accountants | Retained clients | Seasonal capacity |