Intent before channels

People searching “used Honda CR-V under 16k Frederick” are not the same as people watching a funny dealer reel. Both can be useful. Only one is usually worth most of a $3,000 appointment budget.

Before you name a platform, name the job. High-intent Search buys people already typing the car, the price, or the city — that is usually most of $3,000. Brand Search protects Dana’s name so a competitor cannot sit on it. Meta can interrupt a commuter who is not searching yet; it is a test pocket, not the machine, until you have a creative and a form that ask for a booking. Display, PMax, and “everyone must know the name” video are decoration on week one unless appointment conversion tracking already exists — and in this case it does not, because appointments are flat while sessions rose. Later you will write match types and RSAs. Here you only split dollars by job and refuse to spend the whole budget on curiosity.