BOOST, the automatic system behind your ads, creates and judges your campaigns according to what your business wants to achieve. Markettai works out that objective from your strategic profile (see «Your strategic profile: the record the AI uses»), or you choose it when you create your first campaign. There are four:

• Sales on your website. For businesses that take payment on their website: a shop, a paid booking. BOOST looks for people who buy.
• Appointments and leads. For businesses that sell in person after talking to the customer: a clinic, a law firm, an estate agency, a school. BOOST looks for people who book an appointment with you or leave their details.
• Website visits. People who visit your website and get to know it.
• Get known. People in your area see your business.

If your profile says you want more appointments, bookings or quotes, or you want to sell but have nothing with a price for sale on your website, Markettai takes your objective to be "Appointments and leads". In expert mode you see it in your brand settings, as "Priority advertising objective", and you can lock it so that Markettai does not change it when you update your profile. If you are the one who picks the objective, whether on your first campaign screen or in your settings, it stays fixed: Markettai does not change it on its own. A shop or a training business stays on sales even if its profile talks about appointments; and for health businesses, for now, "Appointments and leads" brings visits to your website instead of creating a leads campaign on its own.

How an "Appointments and leads" campaign works. The ad takes people to your mkti.live website, where they book an appointment or leave their details, and that lead reaches you like any other new customer (see «A customer's journey: from ad to appointment»). To create it, BOOST needs that website to be active. BOOST judges it by what each lead costs you: if a campaign gets leads cheaply, it gives it more budget, and if each lead turns out too expensive, it holds it back, just as it does with sales in a shop.

The question about how many become clients. With this objective, the Ads campaign configuration (and the first campaign screen, when you choose "Appointments and leads") asks you: "Out of 10 people who book with you, how many become clients?". Not every lead ends up buying, so a lead is worth less than a client. With your answer and the average value of a new client, Markettai works out how much you can pay per lead without losing money and suggests it as your target cost; once accepted, it is the figure BOOST uses to decide which campaigns deserve more budget. If you answer "I don't know", we use a typical figure for your sector, which you can change once you know it.