Web surveys are no longer inexpensive today, particularly due to the complicated recruitment process and increased need for incentives. Over time the techniques for selecting Internet users for a Web survey - telephone recruiting, online panels, banner advertising - are becoming less efficient and increasingly expensive. This presentation demonstrates that the intelligent usage of banner advertising can significantly improve the recruitment process for potential survey respondents. In order to select the optimal strategy, costs and survey errors should also be incorporated into the model. Additional problems may appear because of the overlap/convergence of advertising, survey research and direct marketing.