Advertising Campaign Audit

Advertising fails in different ways — the audit diagnoses in numbers

The-budget-grows-but-leads-don’t is a complaint hiding different diseases: leaks on junk placements, broken analytics, overheated bids, a leaky landing page, a weak vendor. Treating at random is expensive. The audit diagnoses: a campaign breakdown down to money, every leak with a currency figure, an action plan by priority. In our audits the leak usually runs 15-40% of the budget — and in the e-commerce case, switching it off dropped the cost per lead 28% in a day.

Money, not clicks: a breakdown to leads and sales

CTR and clicks are the currency of vendors’ reports, but the business lives on leads and sales. We break down the whole path: the impression → the click → the landing → the lead → the sale in the CRM. Losses get counted at every joint. The main thing surfaces: which campaigns feed the business and which feed statistics. In the clinic’s case, the analytics revision exposed that half the leads never reached the metrics — and the optimization had worked backwards for a year: choking the best, feeding the worst.

The leak map: every leak with a figure

Campaigns without regular revision grow weeds: junk queries nobody negated, placement gluttons in the networks, just-in-case audiences, converting-nothing night impressions. We assemble a leak map with each leak’s cost in currency — and a switch-off list. It’s the effect’s fastest part: in the e-commerce case, a third of the budget returned to work in a day by the ready list. Bids get reviewed next: where overheated auctions overcharge, where greed undershoots cheap traffic.

Landing pages and analytics: where the ads aren’t guilty

Half of bad-advertising is good advertising delivering to a bad page. The audit puts landings under the lens: the ad match, mobile speed, the forms, the path to a lead. And it verifies the measurement: goals, call tracking, UTMs, the CRM link. Broken analytics is the worst find and the best news at once: after the fix, every decision starts leaning on the truth. Sometimes it turns the campaign efficiency picture 180 degrees.

The roadmap and three paths after the audit

The audit’s outcome isn’t a verdict but a plan: fixes by priority, quick wins in a week, systemic changes in a quarter, a forecast per each. Then three paths: fix it yourselves — the plan is written doable; hand it to the current vendor — the plan becomes the spec and the yardstick; take us on for management — we start with the quick wins, the audit’s cost credits. In the developer’s case, the pre-switch audit saved the channel: the vendor was at fault, not it. The advertising cases are in the trio below.