Book ads need more than a campaign switch. Before spending, decide what you are promoting, where the visitor will land and how you will review the work. These are planning suggestions, not a prediction of sales.
Choose one clear destination
Check the page your ad will send readers to. Does the cover, description and format information match the promise of the ad? If you use your own landing page, make the next action easy to find and check it on a phone.
Agree what the budget covers
Separate the money paid to the advertising platform from any fee for campaign setup or management. Set a spend limit you are comfortable with, name the person who can change it and decide when the campaign will be reviewed. Avoid treating an initial test as an open-ended commitment.
Match targeting to the book
Start from the actual reader and the book’s subject or genre. Keep a written reason for each targeting choice. Amazon’s book advertising keyword guide explains targeting approaches; listing metadata follows a separate set of rules.
Read reports in context
Track spend and the activity the platform reports, then compare that with your publishing records. Amazon explains that advertising reports show sales attributed to ads, while KDP reports include sales from other sources too. Those figures should not automatically be expected to match. See KDP’s advertising guidance.
Make the work checkable
Ask for a record of campaigns created, changes made and the reason for those changes. A useful report should distinguish completed work from outcomes that readers and platforms control.
BBC provides Amazon, Facebook and Instagram ad setup and management. The written scope should make the work, fee and responsibilities clear before payment.