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.
Have the firm review advertising claims and applicable professional requirements. Do not invent outcomes, guarantees, or endorsements. Explain why a change was made, not just when it happened.
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. Compare customer actions with the message that attracted them.
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. Check recurring charges as well as the initial project fee.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities