Leads are coming in, but revenue isn’t following
Platform numbers can look healthy while customer acquisition economics deteriorate further down the funnel.
Digital marketing and growth audit
Find where your marketing is losing profitable customers.
You don't need another long list of marketing ideas. This independent digital marketing audit looks across your advertising, landing pages, measurement, lead follow-up and sales outcomes to find what's holding growth back, then ranks the opportunities by likely commercial impact.
Founder-led · 20+ years' experience · $350m+ managed advertising spend
- 01Advertising
- 02Landing pagePotential leakage
- 03Lead
- 04QualificationPotential leakage
- 05Sale
- 06Revenue
01Whole-journey diagnosis
02Priorities ranked by commercial impact
03No automatic retainer afterwards
The buying situation
You know something isn’t working. You just don’t know what.
Growth problems rarely arrive neatly labelled. What looks like a Google Ads problem can be a landing-page problem. Poor lead quality can come from targeting, the offer or follow-up. A volume problem can actually be a measurement problem.
Different teams have different explanations
Marketing blames sales follow-up. Sales blames lead quality. The agency points to platform performance. Nobody has one view of the journey.
There are too many possible fixes
Campaigns, landing pages, tracking, CRM, nurture, pricing, messaging and lead handling all compete for attention.
You’re too close to the current setup
Processes, assumptions and reporting can become “the way we do things” long after they stop being useful.
The purpose of the audit is to replace that uncertainty with a ranked set of decisions.
The diagnostic journey
I look at the whole path from advertising to revenue.
The emphasis changes from business to business. This is not a mechanical checklist. I follow the evidence to find the biggest commercial constraints.
- 01Advertising
- 02Landing journeyPotential leakage
- 03Lead
- 04QualificationPotential leakage
- 05Follow-upPotential leakage
- 06Sale
- 07Revenue
Possible audit areas
The work follows the likely sources of leakage.
These are diagnostic areas, not a rigid promise to check every item regardless of relevance.
Advertising
- Structure, targeting and bidding
- Budget allocation and channel mix
- Creative, messaging and search terms
- Conversion signals
Landing journeys
- Message match and offer clarity
- Conversion friction and form design
- Call paths and mobile experience
- Useful segmentation
Measurement
- Conversion definitions and tracking
- Attribution and reporting gaps
- CRM and offline conversions
- Enhanced conversion signals
Lead quality
- Source and campaign quality
- Qualification rates and lead mix
- Customer propensity
- Revenue by acquisition source
Lead handling
- Speed to contact and contact rate
- Lead routing and nurture
- Sales-stage leakage
- Missed follow-up opportunities
Economics
- CPL and CAC
- Lead-to-sale rate
- Customer value
- Where improvement creates leverage
What you get
You leave with priorities, not just observations.
The output is designed to change what the business does next—not to impress you with the number of slides or findings.
- 01
Diagnosis
A clear view of where growth is currently being lost and the evidence supporting that conclusion.
- 02
Ranked opportunities
The biggest opportunities ordered by likely commercial impact, confidence and effort.
- 03
Recommended actions
What should change, why it matters and what should happen first.
- 04
Measurement gaps
What the business cannot answer reliably today and what needs to be captured.
- 05
Working session
A structured readout with the people who need to understand or implement the findings.
The goal isn’t to impress you with the size of the audit. It’s to make the next decisions obvious.
How it works
From discovery to an action plan.
- 01
Discovery
Understand the business model, goals, economics, current concerns and what the team believes is happening.
- 02
Access and investigation
Review the relevant advertising, analytics, website, CRM, reporting and customer-journey data.
- 03
Diagnosis and prioritisation
Connect the evidence, identify constraints and rank the opportunities.
- 04
Readout and action plan
Walk through the findings, challenge assumptions and agree what deserves attention next.
What this can look like
A clearer growth plan for a travel and loyalty business.
- Situation
- Growth had stalled because the business relied on too few channels and could not consistently tell what was working.
- What changed
- I checked where customers came from, how campaigns were measured, what content they saw and what brought them back, then ranked the findings by likely impact.
- Value
- A practical action plan showing the team what to address first and what could wait.
Fit and boundaries
When a digital marketing audit is useful.
The strongest diagnosis comes from an established lead generation business with real acquisition and downstream customer data to investigate.
Good fit when
- You have an established offer
- The business generates meaningful lead or sales volume
- You invest meaningfully in acquisition
- Some downstream customer or sales data exists
- Your team or partners can act on recommendations
- Several causes of the constraint are plausible
Probably too early when
- The offer is still unproven
- The business is pre-launch
- Traffic and lead volume are extremely low
- You primarily need basic marketing setup
- There is not enough data to diagnose meaningfully
Straight answers
Digital marketing audit questions.
What the growth audit follows, what access it may need and what happens afterwards.
What does a Growth Audit cover?
The scope follows the likely sources of commercial leakage. It may include acquisition, landing pages, measurement, lead handling and downstream sales outcomes rather than applying the same checklist to every business.
How long does a Growth Audit take?
Timing depends on the complexity of the business, systems and agreed scope. It is discussed and agreed before the work starts.
What access will you need?
Potentially advertising platforms, analytics, website data, CRM reporting and relevant customer-journey data. The exact access follows the questions the audit needs to answer.
Will you audit our agency as well?
The purpose is not to grade an agency for the sake of it. Existing agency work can be reviewed where it materially affects the growth problem, and good work can remain in place.
Do you implement the recommendations?
The audit can stand alone. Your team can implement the recommendations, or a defined project, advisory engagement or paid advertising management scope can be agreed separately where useful.
Can you audit just one part of our funnel?
Yes. If the problem is already clearly isolated, a focused one-off project may be a better fit than a broad Growth Audit.
Is this a marketing audit or a sales audit?
It is a growth-focused diagnostic. The work follows the journey far enough downstream to understand whether marketing is creating commercial value.
How much does a Growth Audit cost?
Pricing depends on the complexity, systems and scope involved. The discovery call is used to determine whether a full audit is warranted before the engagement is scoped.
Start with a conversation
Find out where growth is actually getting stuck.
Tell me what you're seeing. We'll use the discovery call to work out whether a Growth Audit is the right starting point, or whether the problem is defined well enough to skip it.