Put your launch budget where it builds traction.
Knowing where to focus the initial ad investment and what to track to see whether it's helping the product gain traction.
Free 30-minute call with Liz. We review your account before we speak.
Signs this is costing you.
- Launch budget is spread across every keyword and nothing gains rank.
- You can't tell if the ads are building the product or just buying sales.
- Your agency takes weeks to react while the launch window closes.
- Sales stall as soon as launch spend stops.
The usual reasons it goes wrong.
Too broad, too early
Spend goes to broad terms before the product has the reviews, conversion rate or rank to compete there.
Judged on ACoS alone
ACoS almost always looks bad in a launch, so good launches get cut and bad ones keep spending.
No definition of traction
Nobody agrees on what success looks like before money goes out, so there's nothing to check against.
What we do differently.
Forecast the launch
Know what the launch should cost and how long it should run before day one.
Focus the first dollars
Concentrate early spend on the relevant search terms the product can realistically win.
Track traction
Watch keyword rank, organic sales and conversion rate to see whether ads are moving the product.
Scale what sticks
Expand to broader terms once conversion and rank are proven.
Results from accounts like yours.
in the first 4 months
in the first month
Before you book.
How much should we budget for a launch?
It depends on your category, price and competition. We forecast it before launch so you know the investment and timeline up front. The free PPC Launch Forecast gives you a first read.
How do we know the launch ads are working?
We agree on traction signals before launch: target keyword rank, organic sales and conversion rate. ACoS is tracked, but it isn't the only measure during a launch.
Can you launch in a crowded category?
Yes. The A-Z launch system is built for crowded markets: win the terms you can win first, then expand.