Start with the business question
Do you need more profile visits, more subscribers, a launch push, reactivation or support for a new platform? The objective determines the tactic.
Map the conversion path
Follow the route from ad or placement to profile, subscription, message and revenue. Any weak step can limit the value of traffic.
Build a testing rhythm
Change one meaningful variable at a time where possible: creative, copy, offer, platform or duration. That makes campaign learning more useful.