Choose a channel from the customer’s buying behaviour and the offer, not a universal percentage split. A small budget spread across every channel may produce little usable evidence.
Practical checks
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Use search demand to assess intent-led campaigns; use audience and creative evidence for discovery channels.
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Set the maximum affordable test loss and define the measurement window before launch.
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Change one major variable at a time and record lead quality as well as clicks.
What to record before a decision
Write a short decision record: the current problem, one proposed change, the evidence needed to accept it, the person responsible and a review date. Test with fictional data before exposing customer information. If evidence is missing, record it as unknown rather than presenting a forecast as an achieved result. Keep a working fallback so a customer can still reach staff when an integration fails.
Scope and limits
SafeNet Marketing Focus starts at LKR 35,000/month for one agreed lane: Social Lite, SEO Lite or Ads Lite. It is not all three together. Media spend, provider charges, translation and additional production are separate unless the written scope includes them. Confirm current capacity and terms on the service page.
