How to make ad platform AI work on a small budget

Ad platforms need a sample size before their targeting AI can do anything useful. Gerard puts the number at roughly 30 people a week completing the action you have named as valuable. In an ideal world that action is a sale: the platform sees 30 buyers, extrapolates, and finds more people who look like them. Small businesses struggle to reach 30, especially without a strong brand or settled messaging. His approach is to creep the conversion point down the funnel. Start with clicks and get them cheap, which might take a day or two. Once that is efficient, move the conversion point further down. Between a click and an enquiry sit real signals: scroll depth, time on page, video views, clicking the enquiry button without submitting. None of those are results you can bank. They are soft KPIs pointing in the right direction. Thirty people watching 60 seconds of video is achievable. Hand that back to the algorithm and it starts finding more of them, cheaper, which lifts your odds at the other end.