Make spend easy to understand
Separate media costs, management fees, production, and tracking tools. Reporting should explain where spend went and which decisions the evidence supports, including tests that did not work. Keep a record of approved costs and outstanding decisions.
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Check that a visitor can find the next action without guessing.
Ad and page agreement
Carry the offer and expectation from the advertisement to the destination. A generic homepage may make a visitor work too hard to find the advertised service. Check whether customers received the information they needed to continue.
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Keep a record of approved costs and outstanding decisions.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities