Establish the operating limits
Estimate the contribution from a new customer after variable delivery costs. Record how many additional customers the team can actually serve. A campaign can create operational problems if it generates demand the business cannot handle.
Ad creative and placement review
Review the offer, copy, visual and destination as one ad experience.
Model several scenarios
Vary qualified leads, close rate and customer contribution. Include management and other marketing costs alongside media spend. Use low, central and high assumptions to expose uncertainty rather than presenting one precise figure as a forecast.
Review actual outcomes
Compare the model with received enquiries and customer records. Include refunds, unsuitable work and delayed decisions where relevant. Increase commitment only when the business has enough evidence and capacity to support the next step.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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