Marketing campaigns need to be well thought out before a single cent is spent. Big data needs to be analyzed of your target audience and competitors. Your companies marketing goal needs to be clear and proper white-hat strategies needs to be worked out how that goal will be achieved. The whole conversion pipeline needs to work together and most of all benefit each other. From the advertisement or search result to the websites landing page and call to action method. The all need to work in sync. Online advertising can be so diverse that every industries campaign will be different completely different.
If you are using your website with ad-networks or search engines to get leads or just for client information and branding you website needs to flow effortlessly unto the user. Their experience needs to be well groomed and easy to find what they are looking for. Different industries websites looks and behaves different, We have done websites for almost any indsutry you can imagine, clients are used to certain layouts, certain positions of buttons etc.