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The only way to know if your ads are working is to consistently test them. If you are only running one ad on a weekly basis then testing is very easy. But if you run multiple ads then you need to know where the most leads are coming from. Ads that don't work need to be disarded, modified or placed in a different publication. An advertisements success can only be monitored by testing.
Many business people have no idea which ads are doing what. They could be wasting possibly thousands of dollars by persisting with ads that just don't return good leads. Or they could be wasting golden marketing opportunities by not upgrading or increasing ads in successful publications. Testing is a key to successful advertising!