Fly guidance · Reviewed:
Define a useful result
Decide whether success means a suitable enquiry, a booked appointment or a completed sale. A page view or login is not the same as a new customer. Agree how the result will be measured, how duplicate actions are handled, and who reviews lead quality. Your sales process matters after the form is submitted.
Check the destination first
The ad and page should describe the same service in the customer's language. Make the offer, relevant proof and next step easy to understand on a phone. Test links, forms, confirmation and the business's receipt of an enquiry. If the destination fails or the offer is unclear, extra traffic will not solve the underlying problem.
Separate fees and advertising spend
Ask for setup, management, creative, landing-page and platform-spend costs separately. Start with a focused audience and service so you can interpret what happens. A small budget can produce limited data; avoid treating a handful of clicks as proof of success or failure. Agree the review period and changes before adding spend.
Understand paid search and SEO
Paid campaigns buy access to advertising placements while a budget is available. SEO improves how useful and discoverable the website is in unpaid search over time. They can support the same offer but have different costs and measurement. Neither should come with a guaranteed position, fixed number of customers or guaranteed return.
What about AI search?
Google says the established search fundamentals also apply to AI Overviews and AI Mode; there is no special AI schema required. Clear answers, helpful internal links and accurate visible information are sensible foundations. Inclusion is not guaranteed. Treat claims of guaranteed AI citations with the same care as guaranteed search rankings.
Further reading
Platform guidance and research supporting this topic. The planning recommendations above are Fly’s editorial guidance.
Google Search Central — AI features and your website