> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ekho.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Paid media

> Where to put a first ad budget, and what to point it at.

<Warning>
  Do not start here. Paid traffic lands on your website, so if [your pages](/sales-agent/grow/your-website) do not convert, ads just make you lose buyers faster. Fix the destination first.
</Warning>

## The first campaign

Facebook and Instagram, targeted to your delivery radius, pointed at a specific unit or a small set.

Keep it narrow: one clear offer, one landing page, a budget small enough that learning is cheap. Point it at a [purchase link](/sales-agent/grow/purchase-links) so you can attribute sales rather than guess.

## Three strategies worth running

**Drive inventory awareness.** Broad reach to your radius showing the range you carry. Cheapest per impression, slowest to convert. Good baseline.

**Move specific units.** A single unit, sharp price, tight audience. Best for aged inventory. Highest intent, easiest to measure.

**Promote a sale or event.** Time-boxed with a real deadline. Works because the urgency is genuine.

## Platform notes

| Platform          | Best for                                                               |
| ----------------- | ---------------------------------------------------------------------- |
| **Meta**          | Visual discovery, broad local reach, retargeting                       |
| **Google Search** | Buyers already looking for what you sell. Highest intent, highest cost |
| **TikTok**        | Younger buyers, video-first, cheap reach                               |

## Creative that works

* **Real vehicles, real shop.** Stock photography reads as fake, because it is.
* **Price in the creative.** It qualifies people before you pay for the click.
* **Vertical video** for feeds and stories.
* **Say the differentiator:** delivery, online purchase, financing in minutes.

## Where to send the click

| Destination             | When                                                                  |
| ----------------------- | --------------------------------------------------------------------- |
| **Purchase link**       | Promoting a specific unit. Straight into checkout, fully attributable |
| **Search results**      | Promoting a category or a sale                                        |
| **Vehicle detail page** | Buyers who want to research before committing                         |

## Measure it properly

Install your pixels before you spend anything, or the first campaign teaches you nothing.