Choose a specific audience and objective
Start with a customer need you understand. Describe the question or problem you want to address and decide what a helpful next step looks like.
An awareness campaign and an enquiry campaign need different expectations. Agree what you are trying to learn before judging the activity.
Build a small set of content themes
Choose a few themes that connect your expertise to customer questions. These might include practical advice, a view of your process and examples of your work.
Use those themes to build a realistic calendar. Consistent, useful material is easier to maintain than an ambitious schedule your team cannot support.
Match the destination to the message
A campaign should lead to a page that continues its promise. If the post is about a specific service, the destination should explain that service and offer a relevant action.
Check the mobile experience from the first click to the final form. Ask only for information you need at that stage, and clearly explain what will happen next.
Review and adjust
Define a small set of measures related to the objective. Look at the quality of enquiries and the visitor journey alongside reach or clicks.
Make changes in a way you can learn from. Record the question you are testing, the change you made and what you observed, without treating every short-term fluctuation as a verdict.