The Mid-Year Audit: Is Your Ad Strategy Working?

It's June. Time to assess.

Should you keep running? Pivot? Scale?

7 Questions to Answer

1. Is cost per lead trending down?

Month 1: £80

Month 3: £60

Month 6: £45

Good. Optimisation is working.

If trending up, something changed (audience fatigue, poor creative, targeting drift).

2. Is conversion rate improving?

Month 1: 20% of leads become customers

Month 6: 30% of leads become customers

Good. Getting better at targeting quality.

If declining, landing page or follow-up process is broken.

3. Have we found winning audience segments?

"Women 35-50 interested in cosmetics" converts at 2x rate of other audiences.

Good. Time to scale that segment.

4. Is our offer still relevant?

Started with: "Free consultation"

Now testing: "Free smile assessment"

Good. Evolution shows learning.

If offer hasn't changed, you're not testing enough.

5. Are we refreshing creative regularly?

Creative refreshed: Every 3 weeks? Good.

Creative refresh: Never? Bad. Ad fatigue incoming.

6. Is budget allocation optimal?

50% going to proven winners?

30% to testing?

20% to scaling winners?

Or: 80% to one old ad, 20% scattered?

The former is better.

7. What's our real cost per customer (not lead)?

CPL: £50 Conversion rate: 30% Customer value: £2,000 Cost per customer: £167 ROI: 12x

Profitable. Keep going.

If CPL is £80, conversion is 15%, you're losing money.

If you need someone to take control of your ads from creative to a warm lead being placed into your palms, contact us now.

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