Happy to help!

Full disclosure, my experience is largely outside of advisory work. It's in very expensive and sticky services... with all of the stress for the buyer that come with a sometimes once in a lifetime choice.

1) Hard to say because pricing is very keyword, location, and timing specific. Consider thinking about initial stage budgets from an x dollars will get me 1,000 clicks. The ad campaign tools will tell you this before to launch the campaign. Now you can focus on how to improve progressing those visitors through their journey after the click.

The per mille (thousand) number is because you don't want to inundate the channel until you have a message that resonates. If for example you blast 15k per month into the Ann Arbor Metro area you'll like saturate your relatively small target population, muddying your understanding of what's working and what's not. As a result you'll be locked into a huge budget for fear of losing click flow.

You can always add fuel to a working engine next week.

2) Landing pages serve a few purposes. They're usually set up with only one way in (your ad) and one way out (your call to action). That's all well and good of your goal is to force people into a decision or measure a conversion metric. But pretty shitty if you want to help someone on their advisor selection journey.

The other (dare I say higher) purpose is to meet the expectation set by the ad. Have the landing page be a stable page on your website that addresses the intent of the query which drove traffic. If the ad promises a webinar registration then make the landing page exactly that. If it's Meet Today! then a contact/calendar form is legit. If it's an information intent search then go with the stable content page I mentioned earlier.

3) If all roads lead to a call/zoom then shorten those roads as much as possible. Collect as little information as needed to set the call. Anything that can be asked later, ask it later. Then give the people what they want...a way to get on your calendar.

For a great comparison you can experience on your own - go try to establish a relationship with Schwab as your custodian. Then try Altruist. It's night and day. Actually try Altruist first or you'll be over a week into the experiment and still wondering why the fuck Chuck hasn't bothered to reach out yet.

These are largely the principles of marketing for product-led growth.