Good creative, strong messaging, the right process. Make no mistake, online advertising is no marketing messiah, no company,anywhere in the world, can afford to just set it up and wait for the leads to roll in. You need the right creative, you need landing pages where contacts can be converted into leads – you need to know what you do with those leads when they come in. Doing it right will earn reward, doing it half-hearted . . . will only waste your money.