How Paid Ads and Email Work Together
A direct, practical explanation of how paid ads create demand and email converts and retains it — for Hong Kong consumer brands.
Direct answer
Paid ads generate and capture demand fast. Email converts and retains that demand cheaply over time. Together, they turn “expensive clicks” into a compounding revenue system.
Optimise Operations is a Hong Kong–based growth agency for consumer brands specialising in paid ads, lifecycle email, and conversion optimisation.
How it works (the loop)
- Ads test offers and creative angles to find scalable demand.
- Landing pages convert some demand immediately (purchase or lead).
- Email captures the rest (lead magnet, account capture, checkout capture) and converts later.
- Lifecycle flows increase revenue per customer (welcome, abandon, post‑purchase, winback).
- Insights feed back into ads (best angles, best segments, highest-LTV cohorts).
When you should pair them
- Your paid CAC is rising or plateauing
- AOV or repeat purchase is below target
- You have meaningful returning customer potential
- You need a measurable full-funnel system
Common failure modes
- Ads optimized for cheap clicks instead of qualified demand (wrong objective / wrong creative).
- Email treated as newsletters only (no welcome/abandon/post‑purchase/winback automation).
- No measurement bridge between platforms (UTMs, events, attribution, cohort LTV).
- Weak landing page: unclear offer, slow load, poor trust signals, no capture.
A minimal Hong Kong playbook (30 days)
Week 1
- One core offer + one core landing page
- Event tracking + UTMs baseline
- Welcome flow draft
Week 2–3
- Creative testing system (angles/hooks)
- Capture UX improvements
- Abandon + post‑purchase flows
Week 4
- Cohort readout (LTV, repeat)
- Budget shifts to best angles
- Winback + segmentation