Playbook
How to Prepare Your Business for AI Advertising
You can be ready for AI advertising before campaigns are available in your market. This is the checklist we use with clients - five areas of groundwork that also improve your search and website performance today.
1. Sharpen your positioning
Write, in two sentences, what you sell, who it is for, and the one outcome you deliver better than alternatives. Put that on your homepage and key pages in plain language. Assistants and buyers both reward clarity; vague “end-to-end solutions” language does not get recommended.
2. Publish the content buyers actually search for
List the ten questions prospects ask before they buy - pricing, comparisons, implementation, risk, results. Answer each one honestly on your site, in a page or section a person could read in under two minutes. This is the content assistants draw on and the content that pre-sells.
3. Get your landing pages ready
For every offer you would advertise, confirm the page loads fast on mobile, the headline matches the promise of the ad, the proof is specific, and the call to action is single and obvious. Remove anything that does not help the visitor decide.
4. Fix measurement before you spend
Implement first-party or server-side conversion tracking, define your primary conversion, standardise UTM tags, and make sure form submissions and calls are captured in your CRM. If you cannot measure a lead today, you will not be able to judge an AI campaign tomorrow.
5. Set a test budget and success criteria
Decide a small monthly amount you are willing to spend to learn, and write down what a good result looks like - cost per qualified lead, number of opportunities, or pipeline value. Agree how long the test runs before you judge it.
A simple readiness score
Give yourself one point for each: clear two-sentence positioning live on site; ten buyer questions answered; every offer has a fast, matched landing page; first-party conversion tracking working; test budget and success metric agreed. Four or five means you are ready to move the day inventory opens.
Frequently asked questions
How long does preparation take?
Most teams can complete the core groundwork in two to four weeks. Content depth is the part that takes longest.
Do I need new landing pages?
Often you can adapt existing ones. The tests are speed, message match, specific proof and a single call to action.
What budget should I plan for a first test?
Enough to gather a few dozen conversions so the results mean something. The right number depends on your cost per lead - your agency or analytics can estimate it.
