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. Ask for a clear explanation of any change to the quoted scope.
Compare spending with demand, conversion delay, and business capacity. Small channels still need clear budget limits. Show optional costs separately from the essential work.
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. Separate unsuitable inquiries from failures in the response process.
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