Advertising skill guide
Buyer intent: match the message to readiness
Intent is a hypothesis
Intent is the likelihood that someone wants a particular outcome and is ready to act. A search, community discussion or comparison conversation provides a clue, not proof. Validate intent through qualified behavior and sales.
Learning intent
Someone searching 'what is lifecycle marketing' needs an explanation, checklist or diagnostic. Use educational content and measure engaged visits or qualified opt-ins. Do not demand a high-cost commitment before they understand the problem.
Comparison intent
Someone researching 'best CRM for a small agency' needs fit, alternatives, pricing and evidence. Use a comparison page with honest tradeoffs and a demo or useful assessment. Track qualified evaluation, not only downloads.
Transactional intent
Someone searching 'book roof leak repair West Palm Beach' needs availability, service area, credible proof and a direct booking action. Use search ads and a focused landing page; measure valid bookings and completed jobs.
Contextual intent
TikTok, Pinterest, Reddit, X, YouTube and Spotify can surface relevant needs before a search. Demonstrate the use case and give a low-friction next step. Community or interest signals do not equal an explicit purchase query.
Retargeting intent
Previous visitors may be curious, existing customers or accidental clicks. Segment by meaningful behavior where permitted, exclude unsuitable groups and cap repetition. Do not interpret retargeting ROAS as proof all credited sales were caused by the ad.
Message map
Learning → useful explanation. Comparison → proof and fit. Purchase → clear offer and fast action. Objection → answer the concern. Repeat purchase → relevant replenishment or expansion. Send each message to a page that continues the same promise.
Frameworks, examples and budget recommendations are editorial guidance. Use your verified business data and current account requirements when making a spending decision.