STEP 3 · CUSTOMERS, BUT NO SYSTEM
The click is the cheap part. The expensive part is what happens after it. Here is how to think about the money before you spend it.
The three numbers that matter
- Cost per click. Set by competition for the search. "Car rental Montego Bay" costs more than "cake Mandeville".
- Conversion rate. Of every hundred clicks, how many message or call? A page with a price, a WhatsApp button and a review does far better than a homepage with a slider.
- Customer value. A J$4,500 haircut and a J$180,000 rental week justify very different budgets. Know the number before the campaign starts.
A worked example
A rental company spends J$2,000 a day. Say that buys ten clicks. If two of ten message on WhatsApp and one in four of those books a J$60,000 week, the company spends about J$8,000 per booking. That is a business. Now run the same numbers with a landing page that has no price and takes six hours to answer: the clicks cost the same, the bookings do not come.
Where the money leaks
- Sending ads to the homepage instead of a page built for that offer
- No price on the page — the click lands, the person leaves to compare
- WhatsApp answered the next morning
- No conversion tracking, so nobody knows which ad worked
- Broad keywords ("website", "rental") that match searches from outside Jamaica
Before you spend a dollar
Prices on the page. WhatsApp on every page. A way to book or pay online. Someone (or an AI receptionist) answering inside the hour. If any of those is missing you are at Step 2 or 3 — fix it first; the ads will work twice as hard.
- Campaign setup on Google and Meta, keywords, negatives, and a landing page per offer
- Pixel and WhatsApp conversion tracking so the report shows leads, not clicks
- A monthly report in plain English and the losing ads switched off weekly
Not sure which step you're on? Book a growth call — fifteen minutes with Lee, no pressure, no obligation. You leave with the step, the first fix and the price.
Frequently asked
Is Google or Facebook better for Jamaica?
Google catches people already searching; Meta creates demand. Most local services start with Google Search; most products start with Meta. Full comparison here.
Can I run ads myself?
Yes — start small and read the numbers weekly. Hire management when the budget is bigger than the fee.
Do I need a website for ads?
A page with a price, a button and proof. A Google Business Profile alone works for some local services.