
Review the whole cost
Include production and staff time when comparing channels. A campaign with cheap inquiries can cost more if every lead needs extensive qualification. Agree a spending limit before approving additional tools or media.
Trace how someone first hears about the business, compares the offer, makes contact, and becomes a customer. Find the stage that loses suitable prospects before choosing more channels. Record the decision as well as the numbers behind it.
- A written brief
- Named responsibilities
- Agreed review points





