Count Your Missed Leads Before You Raise Your Ad Budget

More spend on a leaky path just means more expensive leaks.

Before adding a dollar to advertising, find out what happens to the people who already try to reach you.

The thirty day count

Pull the last thirty days. Every form, every call, every message from your Google profile and your social accounts.

Now count three numbers. How many came in. How many got a real answer from a person. How long the average answer took.

Most owners are surprised twice. First by how many came in. Then by how many never got a reply.

Where they usually go

Four leaks account for most of it.

The form that does not send, or sends to an inbox nobody opens. Test it yourself from your phone, not from your office computer.

The hours that are wrong on your Google profile. Somebody drives over on a Saturday, finds you closed, and does not come back.

The message that sat for two days. By then they called somebody else. Speed matters more than polish on a first reply.

The phone number that is hard to find on a phone screen. Most people are looking on a phone. If they have to hunt, they leave.

Why this comes before ads

Advertising sends more people down the same path. If the path loses half of them, you just paid to lose more.

Fix the path, then turn the spend up. The same budget does more work, and you can actually tell what the advertising did because the path underneath it is no longer the variable.

The order matters

Website, profile, forms, follow up. Then ads.

Doing it the other way around is how businesses end up convinced that advertising does not work for them.

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