# Ads

> The three ad channels, connecting your accounts, generating and designing a campaign, and how a campaign goes from draft to running.

Once Ads is turned on, the **Ads** tab in Growth is where campaigns get
created, reviewed and published. Lethra writes the campaigns; you decide
what runs and when money is spent.

(Screenshot: The Ads tab in Growth, with a channel filter, totals for active campaigns, leads, spend and estimated return, and campaigns on Meta, Google Search and ChatGPT.)

At the top you see your active campaigns, the leads they brought in, what
they spent, and an estimated return. Once you have campaigns on more than
one channel, a filter lets you look at one channel at a time. If a channel
you use is not fully set up yet, a short line says so with a link to
**Open Connections**.

## The three channels

- **Meta** runs one campaign across Facebook and Instagram. Ads have an
  image, or a carousel of several cards.
- **Google Search** shows text ads to people searching for a funeral home
  near them. There are no images.
- **ChatGPT** shows a sponsored card, with a square image, a short title and
  one or two lines of text, next to relevant answers in ChatGPT.

## Connecting your ad accounts

Ad accounts live under **Your Company**, on the **Connections** tab.
Each channel has one row with its status, and opens to show two ways to set
it up and a short checklist: account linked, billing set up and measurement
on.

(Screenshot: The Connections tab in Your Company, with the value per lead, Meta and ChatGPT ads ready, and Google Ads open showing its checklist with billing still waiting.)

- **Meta**: connect the Facebook Page you already have, or click **Let
  Lethra set it up** and Lethra creates and runs your ad presence. You do
  not need an Instagram account either way. Lethra emails you when a new
  setup is ready.
- **Google Ads**: link the account you already use by entering its 10-digit
  customer ID and clicking **Send invitation**. Then, in Google Ads, open
  Admin, then Access and security, then Managers, and accept the request
  from Lethra. Or let Lethra create a new account for you; choose the
  currency first, because it cannot be changed later. Either way, you add
  billing yourself in Google Ads with **Add billing**.
- **ChatGPT**: runs on Lethra's own advertiser account, so there is nothing
  to connect.

Measurement counts what your ads bring in on your website: enquiries in
the chat, contact forms sent, and taps on a call button (a phone number
link). It works on a website Lethra built for you once it is published, and
on your own website once the First Call chat button is on it. Every
enquiry, form and call tap is counted for its campaign in Lethra. Meta,
Google and ChatGPT are only told about visitors who accept cookies, so they
can show your ads to more families like them. Nothing a family types is
ever sent to them.

> **Note:** On your own website, the chat button reads the visitor's cookie choice
> from Cookiebot, OneTrust, Google Consent Mode and IAB TCF banners. With
> another banner, your web developer passes the choice on with
> `Lethra.setConsent("accepted")`. They can also leave a form out with
> `data-lethra-track="off"`, count a button that is not a phone link with
> `data-lethra-track="call"`, or turn form counting off with
> `data-track="calls"` on the chat button's script, for example when the
> site already reports its forms to Meta itself.
The same tab holds your **Value per lead**: a rough average of what an
enquiry is worth to you. Lethra uses it to estimate the return on your ad
spend. You can also change it with the pencil on the **Est. ROI** tile in
the Ads tab.

## Generating a campaign

Click **New campaign** and choose:

- the **Channel** and **Objective**, for example more enquiries, clicks to
  your website or visibility;
- for Meta, the **Format**: a single image or a carousel of two to five
  cards;
- the **Daily budget** and the **Target radius** around your address;
- for Meta and ChatGPT, how many **Ad variants** to compare;
- optionally, anything to emphasise, such as a service or a season.

(Screenshot: The Generate a campaign window: channel, objective, format, daily budget, target radius, number of ad variants, and a box for anything to emphasise.)

Lethra drafts the campaign and opens it straight away: a strategy with
positioning and key message, a suggested audience, and the ads themselves.
For Meta and ChatGPT it also starts designing the images on its own, so
they appear within a few moments.

You can also ask the assistant in plain words, for example "create a
campaign for pre-planning aimed at families within 30 km".

The assistant can also work on existing campaigns. It can rewrite ad
text, make or refine an image, edit the headlines and keywords of a Google
Search ad, and fetch the latest results. If you ask, it pauses a running
campaign straight away, because pausing only stops spending. Anything
that spends money waits for you: to start delivery or change a published
campaign's daily budget, the assistant shows a button and nothing happens
until you click it.

## Meta and ChatGPT ads

Each variant shows as a card with its image, headline, text and button.
Click one to open the ad designer.

(Screenshot: A live Meta campaign, with its results, two ad variants with their images and text, and sections for audience, trackable link and leads.)

(Screenshot: The ad designer: the ad previewed in a Facebook feed on a phone, with the Copy and Image tabs on the right and a box to tell the agent what to change.)

In the designer you can:

- give a brief: audience, tone, what to include and what to avoid;
- pick another layout that reuses the same photo, or ask for a new photo;
- click **Edit** to change the image yourself: double-click a text to
  rewrite it, drag the text block to the other side, drag the photo to
  reframe it, or switch between text on the photo and text beside it.
  Changes apply only to the format you are editing; untick **Only this
  size** to change every format at once. **Save changes** updates the
  images;
- ask for changes in plain words, or use a quick edit such as **Tighter
  copy** or **More serene**, for one format or all of them;
- edit the headline, text and button on the **Copy** tab, which saves
  straight away;
- preview the ad in each placement: Facebook feed, Instagram feed,
  Instagram story and landscape;
- save all formats to the campaign, or download a PNG.

Every design is built from a fixed layout in your brand colours, with your
logo. Lethra looks at the photo first and places the text on its calm side,
away from faces, and out of the areas that Instagram and Facebook cover
with their own buttons. If the photo has no calm area, the text goes on a
plain panel next to the photo instead. A badge on the card, such as
**Needs attention**, warns you when the ad text breaks a platform limit.
The designer keeps every version, so you can go back to an earlier one.

ChatGPT ads follow ChatGPT's own limits: a title of up to 50 characters
and text of up to 100. The card preview shows how the ad looks inside a
ChatGPT conversation, and warns you if the text is too long.

(Screenshot: A ChatGPT campaign that is published and paused, with a Start delivery button, its results, and the ad shown as a sponsored card under a ChatGPT answer.)

## Google Search ads

A Google Search campaign has one text ad. Google combines its headlines
and descriptions into the ad people see, so you write several of each. The
campaign also has keywords, which decide which searches show your ad, and
excluded searches, such as "jobs", for searches you never want to appear
for.

(Screenshot: A Google Search campaign in review, with a preview of the text ad, its keywords and excluded searches, a Before publishing checklist and the Approve & publish button.)

Click the ad to edit it. Lethra checks Google's limits as you type, such
as 30 characters for a headline and 90 for a description. The **Before
publishing** checklist shows what is still missing: an approved ad, at
least 3 headlines and 2 descriptions, at least 5 keywords and a landing
page.

Google charges per click, and your daily budget is an average, not a hard
cap on a single day.

> **Note:** To publish a Google Search campaign, connect your Google Ads account under
> **Your Company > Connections** first. Google only shows ads once the
> account has a payment method, so add one in Google Ads before you start
> delivery.
## The campaign lifecycle

A campaign moves through a small number of states:

- **Draft**: generated but not yet published. You can change anything.
- **In review**: you sent it to review to look at it more closely. You can
  still change anything.
- **Publishing…**: Lethra is sending it to the platform.
- **Paused**: published, but not spending. Every campaign starts here.
- **Live**: running and spending its daily budget.
- **Completed** or **Archived**: finished campaigns, kept for their history
  and results but out of your active list.

Archived campaigns are hidden by default. A link at the bottom of the list
shows them, and **Restore** in a campaign's menu brings one back.

## Publishing a campaign

To publish a campaign, approve at least one creative (on Google Search, the
text ad) with the tick on its card, then click **Approve & publish**.
Lethra checks that the channel is set up and sends only the approved
creatives.

The campaign arrives on the platform **paused**, so nothing is spent yet.
When you are ready, click **Start delivery** and confirm the daily budget.
From then on you can **Pause** it again at any time. Meta and Google
review new ads before they are shown, which can take a while.

> **Note:** The agent can prepare all of this: checking your connection, confirming a
> creative is approved, and getting the campaign ready to publish. It stops
> right before the button. Only a person can publish a campaign and start
> its delivery.
## Results and leads

A published campaign shows its impressions, clicks, leads, spend, cost per
lead and estimated return. Click **Refresh stats** to fetch the latest
numbers.

Under the creatives you find:

- **Audience**: the age range, area and interests the campaign targets.
- **Trackable link**: where people land when they click, tagged so every
  lead is counted for this campaign. Leave it empty to use your planner
  page. You can change it while the campaign is a draft or in review.
- **Leads from this campaign**: the families who started a plan through it.
  They also appear in the **Leads** tab.

Under the results, a short line counts the taps on a call button and the
contact forms sent on your website by people who came from this campaign.
It appears once there is at least one.

## Alerts and new leads

Lethra keeps an eye on your ads so you don't have to.

- **A new lead from an ad** appears in your Inbox as a call back, marked
  with the campaign it came from, and your team gets an email straight
  away. Families who reach out from an ad are best contacted the same day.
  The item leaves on its own when the lead becomes a case.

(Screenshot: A call back in the Inbox for a family who came from the ad "Plan ahead, Gent", with their phone number, email and buttons to call or email them.)

- **Every morning** the assistant reviews your campaigns the way an ad
  specialist would, and adds an **ad alert** to the Inbox only when
  something needs you: for example a publish that failed, approved ads that
  were never published, a campaign that spends without bringing in leads,
  or results that stopped updating. Most days there is nothing to raise. It
  adds at most three alerts a day, shows the numbers it based each one on,
  and never changes anything itself.

(Screenshot: An ad alert in the Inbox saying the same people see "Plan ahead, Gent" too often, with advice, an Open campaign button and Dismiss.)

Each alert explains what to do and links to the campaign. You can also ask
the assistant about it: it knows which alerts are open and can help fix
them.

## Next

Keep families in touch between visits: [Social media](/docs/growth/social/).

Source: https://lethra.ai/docs/growth/ads-and-campaigns/