Introduction
A new month is a useful opportunity to review the complete lead generation system rather than changing individual campaigns without understanding the wider funnel.
Campaign Audit
Campaign Audit: Check targeting, budgets, search terms or audience quality, creative performance, landing-page relevance and source-level lead quality.
Website and Form Audit
Website and Form Audit: Review page speed, mobile usability, calls to action, form errors, required fields, thank-you pages, tracking and the clarity of the next step.
Sales Process Audit
Sales Process Audit: Confirm lead ownership, response-time rules, qualification criteria, follow-up reminders, duplicate handling and escalation processes.
Measurement Audit
Measurement Audit: Verify analytics, campaign tracking, CRM source fields, conversion events, qualified-lead definitions and reporting consistency.
20-Point Checklist
20-Point Checklist: 1) targeting, 2) budget allocation, 3) keyword or audience quality, 4) ad relevance, 5) landing-page relevance, 6) mobile experience, 7) form completion, 8) form data quality, 9) tracking, 10) lead routing, 11) response time, 12) qualification, 13) follow-up, 14) pipeline stages, 15) duplicate handling, 16) lost-lead reasons, 17) qualified-lead rate, 18) appointment rate, 19) conversion rate, 20) revenue by source.
Conclusion
The audit should finish with a prioritized action list. Fix broken tracking and routing first, then address conversion and campaign optimization issues based on measured evidence.