Measurement first
- Define the real business outcome: qualified lead, booked job or paid order.
- Test conversion events, deduplication, values and consent behaviour.
- Reconcile platform outcomes with CRM or order data.
Ads / Checklist
Paid Ads Audit Checklist
Diagnose wasted spend, weak targeting, tracking problems and conversion leaks.
Acquisition structure
- Map campaign objectives to intent and business stage.
- Review search terms, geography, audiences and exclusions.
- Separate creative, offer and landing-page hypotheses so learning remains interpretable.
Commercial decisions
- Review qualified CPL or contribution-based acquisition cost alongside spend.
- Document waste as a hypothesis; avoid removing volume without checking quality.
- Prioritise one high-impact fix and an explicit measurement window.