This conversation delves into the critical question of how to determine if advertising efforts are effective. It explores the challenges of attribution in marketing, especially in a post-pandemic landscape, and emphasizes the importance of measuring conversion metrics. The discussion provides actionable insights on analyzing ad performance indicators, including click-through rates, cost per click, and creative effectiveness, ultimately framing ads as amplifiers of business success or failure. Takeaways * If you're overseeing marketing, knowing if ads work is crucial. * Attribution in advertising has become increasingly complex. * Testing and measuring ads requires looking for specific indicators. * Start by working backwards from the desired outcome. * Measuring conversions optimized for leads is essential. * Click-through rates indicate ad relevance and audience targeting. * Creative quality is vital in a competitive advertising landscape. * Cost per click should be within a reasonable range. * Ad placements can significantly affect performance metrics. * Ads amplify the success or failure of your business offerings.