Paid search and social audit
Your campaigns are bringing in leads. Are they bringing in the people you wanted to reach?
LeadScale reviews existing paid search and paid social activity against your goals and the quality of the response, then recommends what to change.
LeadScale’s paid search and social audit reviews recent account activity against your goals and lead quality. It identifies what is working and where changes are needed across channel practice, creative, targeting and budget. The purpose is to explain what the campaigns are producing and recommend how to improve them.
When the campaign figures do not explain the sales experience
You may have inherited accounts built by several people, changed the audience you want to reach or started hearing that the leads arriving are a poor fit. Before increasing spend, you need to understand what the existing activity is producing.
LeadScale reviews account health and results in relation to your goals. That includes the quality of the response: who is coming through, as well as how the campaigns are performing. The question applies to business and consumer programmes alike, although the definition of a useful enquiry will differ.
The audience problem behind Copia’s audit
Copia Automation’s campaigns were converting, but many leads no longer matched its target audience. The business had shifted its focus from individual contributors towards managers and senior decision-makers.
LeadScale reviewed the previous six months of Google and LinkedIn activity. The team assessed each account, identified what had been working and considered adjustments against Copia’s goals and lead quality.
The audience mismatch gave the targeting recommendations a specific purpose. More responses from the same people would not have addressed the change in whom Copia wanted to reach. The recommendations also covered channel best practice, creative enhancements and budget optimisation.
From the account review to an approved plan
In the Copia engagement, LeadScale brought the recommendations together in an audit and action plan. Copia approved them before LeadScale’s paid search and social team took over the accounts.
The audit gave Copia recommendations to assess before the account changes began. The review period and subsequent management described here belong to that engagement; the scope of a new engagement needs to be agreed.
Know what needs attention and why
Needs approval
You receive findings on the accounts and recommendations for changes, brought together in an action plan. The findings explain what is working and what needs attention against your goals. The plan sets out the proposed changes, giving you something specific to assess before work begins.
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The Copia Automation case study explains the audience problem, the audit and the campaign management that followed.
Agree what the review needs
Needs approval
We agree with you what account access and information the review needs. Where the question concerns lead quality, the account activity needs to be considered alongside what your team knows about the people who responded.
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Frequently asked questions
Can you review campaigns that are already running?
Yes. The audit examines existing activity. It is relevant when you need to understand current results, including after a change in audience or business goals.
Do you run paid campaigns as well?
Yes. LeadScale provides paid search and paid social management. The pages below explain that work.
Explore campaign management
- Our paid search and PPC page describes the work involved in running paid search campaigns.
- Our paid social page explains how LeadScale manages paid social activity.
Tell us what the campaign figures leave unanswered
Bring the platforms you run, roughly how long the campaigns have been active and your definition of a good lead. Tell us where the results differ from what your business needs.