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.
Test delivery, alerts, duplicate handling, and staff ownership. A campaign needs an operational process after the lead arrives. Agree whether the evidence supports keeping, changing, or stopping the approach.
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 the main customer path before judging the channel alone.
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. Show optional costs separately from the essential work.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities