It is tempting to start with ads because they feel measurable. But a campaign can only amplify what is already there. If the message is unclear, more reach usually means more confusion.
Before planning channels, agree a few fundamentals. Who is the business for? What problem does it solve better than the alternatives? What should someone remember after a single encounter?
Then express that consistently: the same promise, tone and visual identity on the website, social profiles, sales material and ad creative. Consistency helps people recognise you the second and third time they see you.
This does not need to be a long project. A clear positioning statement, a short message hierarchy and a basic identity system are often enough to make every campaign that follows easier to write and easier to judge.