Think about intent
Search campaigns can respond to people actively looking for a solution. Social campaigns can introduce an offer while people browse. Actual results depend on the audience, offer, creative and campaign setup.
Connect the journey
The ad, landing page and follow-up should describe the same offer. Decide which action matters, then check that the tracking reflects it.
Treat testing as learning
Set a budget you can evaluate and track lead quality as well as volume. Avoid choosing a channel based on promised sales or a guaranteed cost per lead.