Make the offer specific
Know who the campaign is for, what you are offering and what the next step looks like. Use creative that matches the landing page rather than promising something different.
Choose a useful destination
Send visitors to a relevant page or enquiry flow. Check that it works on a phone, explains the offer and asks only for the information you need.
Measure and respond
Agree which outcomes matter, track enquiries where appropriate and assign responsibility for follow-up. Review campaign performance against the agreed objective; reach alone does not demonstrate sales.