01Advertising budget: how much you need and how to split itHow to calculate a minimum launch budget, what it depends on, how to divide it between channels, and when to increase it or cut it back.12 min02Google Ads from scratch: account structure and first campaignsHow an ad account is built, which campaign types to choose at the start, how to collect keywords and negative keywords, and what to set up before the 13 min03Yandex Direct: how to launch without burning the budgetHow Direct works, how it differs from Google Ads, which settings are critical at the start, and how to keep the cost per request under control.12 min04A landing page for advertising: how to build oneWhy you should not point advertising at the homepage, which blocks a working landing page consists of, and how to align it with your ad copy.11 min05Social media advertising: who it suitsHow social ads differ from paid search, which businesses they bring clients to, how audiences are chosen, and why creative matters more than settings 11 min06Telegram and messengers: bringing in clients and keeping the conversationWhy a business needs messengers, how to receive enquiries without losing them, what Telegram advertising delivers, and how to measure the channel's re10 min07Retargeting: bringing back people who left without enquiringHow advertising to people who already visited your site works, which audiences to build, what to show them, and how not to become intrusive.10 min