Adwave builds ads from your website. It reads the site for offers and photos, suggests the customers worth reaching, and creates ads for TV, search, social, and the web. To prepare your website for advertising, give it a clear offer, usable photos, and a page where visitors can call, book, or buy.

Then install tracking for the actions you want to count before launch.

What Adwave takes from your website

When you paste your site into Adwave, it looks for the offers and photos it can find. From those it suggests customer profiles and drafts the creative. According to how Adwave works, you then review the audience and ads: image ads, social video, and a TV spot. You can refine the creative before you approve it.

Whatever is on your site shapes that first draft. A page that clearly says what you sell, who it’s for, and where you operate gives Adwave better material for both the ads and the audience suggestions. A page with vague copy and stock imagery gives it less to work with, and you’ll spend more time editing.

Checking what Adwave finds costs nothing. Adwave’s pricing page says you can see your audience and preview your ads before adding a card. That makes the preview a useful audit. If the draft ads look generic, that usually tells you your site is generic too.

Make your offer easy to find

An ad needs something specific to say. If your homepage leads with a slogan and hides the actual offer three clicks deep, the creative has to guess. Put the offer where a first-time visitor sees it. Name the service or product, say what makes it worth choosing, and say what someone should do next.

Picture a neighborhood restaurant whose homepage describes its wood-fired pizza and seasonal plates and carries a reserve-a-table button. That page gives Adwave a concrete line for a search ad and a clear action for a TV or vertical video spot. Adwave’s own restaurant preview works this way. Its sample search ad pairs that kind of description with a reserve-a-table link. If the same restaurant’s homepage offered only a generic welcome to the family, the ad would have nothing concrete to say.

A few fixes help most sites:

  • Put your main service or product and your location in the page heading or the first lines of text.
  • State any current promotion, price starting point, or booking incentive in plain words on the page, not only inside an image.
  • Keep one primary offer per page so the ad doesn’t mix messages.

If you run several distinct services, such as a home services company that does both HVAC and plumbing, give each its own page. That way the ad and its destination talk about the same thing.

Put real photos where they can be found

Adwave looks for photos on your site to use in its creative, so the images you publish end up in your ads. Real photos of your work, your space, your team, and your products give image ads, social video, and TV spots a recognizable look. Generic stock photos make your ad look like everyone else’s.

A few guidelines help:

  • Use sharp, well-lit images large enough to crop for wide TV frames and vertical social formats.
  • Show the thing people are buying: the finished kitchen, the plated dish, the clean smile, the storefront.
  • Place photos on the pages that describe your offer rather than only in a gallery buried in the menu.
  • Avoid images with lots of baked-in text, since they tend to crop badly.

If your site’s photos aren’t ready, you aren’t stuck. Adwave’s common questions note that the ads step lets you preview and edit creative before launch, and you can also upload finished ads you already have.

Give visitors one clear next step

Every campaign needs a destination. That’s where someone lands after seeing or clicking an ad, and it should make the next action obvious. The Adwave FAQ lists a booking page, a form, or a landing page as examples. Pick the one action that matters most for your business (call, book, request a quote, buy) and put it front and center on that page.

Most people will arrive on a phone, so check the destination on mobile yourself. Tap the phone number and confirm it dials. Fill out the form and confirm it submits and that someone receives it. Run through the booking flow to the confirmation screen. A broken or slow next step wastes paid traffic whether it came from a TV spot or a search ad.

If you don’t have a website, you can still run a campaign. Adwave lets you choose a setup-by-hand option and describe your business instead. The campaign still needs somewhere to send visitors, though. Landing pages made through the app are included with business campaigns, so you can create a destination there if you don’t have one.

Set up conversion tracking before launch

Tracking tells you whether ads are producing calls, bookings, and sales. Without it you’re judging campaigns on impressions and clicks alone. Set it up before you launch so the first days of spend are measured.

  1. Install your business’s tracking snippet on your website, including the destination pages your ads point to.
  2. Configure the actions you want to count: form submissions, booking confirmations, calls, or purchases. Count actions that represent real inquiries, not page views.
  3. Give each conversion a value. With values in place, Adwave can report revenue and return on spend instead of just counts. A rough average value per booking or sale is a reasonable starting point.
  4. Test it. Complete a conversion yourself and confirm it registers before you launch.

Once data comes in, know which view answers which question. The Adwave FAQ says last-touch credit, assisted conversions, and Lift experiments answer different questions. Last-touch shows the final ad interaction before a conversion. Assisted conversions show ads that played a part earlier. A Lift experiment is the tool when you need to estimate incremental impact, meaning conversions that wouldn’t have happened without the ads. That matters most for channels like TV, where people often see an ad and convert later through another route.

Match your site to your service area and budget

Adwave lets you target a radius, ZIP codes, a city, or a national audience. Your site should say the same thing your targeting does. If you plan to run ads within a 10-mile radius, list the towns or neighborhoods you serve, show your address or service area, and make hours clear. If you plan to go national, make shipping, remote service, or locations obvious. A visitor who can’t tell whether you serve them will leave, and the ad spend is gone.

Budget shapes which channels your campaign can use. Adwave daily budgets start at $30, with a range up to $10,000 per day and no subscription or contract, per the pricing page. Channel availability isn’t the same at every budget. The pricing page lists mobile web, apps, and TV, Google (YouTube and Demand Gen), Facebook and Instagram, Reddit, and Google Search as included. TikTok starts at $91 per day and requires early-access selection in Customize.

Beyond budget, the FAQ says audience size, creative, campaign settings, and content eligibility also determine what can run. A supported channel may still show as Preparing or Starting. If your site’s content touches restricted categories, expect some channels to limit delivery. Plan your offer and destination pages with that in mind.

A final check before you fund the campaign

Run through this list before you add money:

  • Review every ad in the ads step, and edit or replace anything that misstates your offer, prices, or service area.
  • Confirm the destination page loads on a phone and the call, form, or booking works.
  • Confirm the tracking snippet fires on a test conversion and that conversion values are set.
  • Add enough to your prepaid wallet to cover the day. A campaign pauses when its wallet can’t cover the daily budget, and auto-refill from a saved card is optional.
  • If you signed up as an individual business, check your wallet for the $60 starter credit. Unused credit expires 14 days after signup if you haven’t made a deposit, and a deposit keeps it available. Agency workspaces don’t receive it.
  • Set expectations. Adwave doesn’t guarantee sales or a return on spend. Results depend on your offer, audience, budget, creative, and website, and forecasts are estimates. Use actual campaign results to decide what to change.