Check what the campaign was asked to do
Begin with the objective and the events being reported. A campaign designed around website traffic is measuring a different action from a campaign designed around leads or purchases. Check the account setup with the person who manages it.
Record the offer, audience, destination and reporting period. Avoid changing several elements at once without noting what changed; it becomes difficult to understand what affected the result.
Read the ad and landing page together
Would a visitor immediately recognise the service or product promised? Does the page explain its scope, conditions, service area and contact route? Test it on a phone using a normal connection. Check links, fields, loading behaviour and any error message.
A local service ad should lead to relevant information about that service. Sending every click to a broad homepage creates more work for the visitor.
Review whether the enquiries fit the business
Look at the questions and requirements coming in from your own enquiries. Are people in the service area? Do they understand the offer? Are they seeking employment, training or a service you do not provide?
This review can inform search terms, exclusions, creative and qualification questions. Do not expose names or message contents in a public report. An anonymised issue summary is often enough for the initial discussion.
Check what happens after contact
Call the business number and test the website form under a controlled process. Confirm who receives notifications and who responds. For WhatsApp, agree the information needed to qualify a request and the hours in which someone can reply.
A button click alone does not show that the message was sent, the call answered or the customer served. Bring operational follow-up records into the review.
Use a defined test and review point
Agree one clear hypothesis, the change being made and the result you will review. The test budget should be explicit. Separate platform spend, management and creative costs when calculating acquisition costs.
DSDillon Marketing can review the journey and scope the necessary page, creative or measurement work. Send the public destination page and a summary of the problem. Account access and private reporting can be arranged securely afterward.
