Questions to ask the customer:

• What result are you unhappy with (lead volume, cost per lead, lead quality, sales)?
• Since when did the performance change (date range)?
• What is your current goal and KPI target (CPL, leads/month, budget)?
• Are the leads coming in correctly (CRM, forms, WhatsApp, email)? Any missing leads?
• Any recent changes (budget, targeting, creatives, landing page, offers, tracking)?
• Do you have examples of “bad leads” so we can define what “quality” means?

Procedures:

• Acknowledge and align: confirm the goal (quantity vs quality) and the KPI the client expects.
• Validate tracking first: confirm leads are being recorded (forms, pixel/Tag, conversion events). If tracking is broken or leads are missing, escalate to technical support.
• Check delivery basics: verify campaign status (active, learning limited, disapproved ads, audience size, budget constraints).
• Compare performance: review last 7–14 days vs previous period (CPL, CTR, CPM, conversion rate) to identify what changed.
• Diagnose by symptom:
  • High CPL + low CTR: creative/message mismatch → refresh creatives and hooks.
  • Good CTR + low conversions: landing page/offer/friction → improve page speed, form, and value proposition.
  • High lead volume + low quality: tighten targeting/questions, add qualifiers, optimize for higher-intent event, review placements.
• Apply one change set at a time: avoid multiple big edits in the same day to keep results measurable.
• Set expectations: explain that optimizations need time (typically 3–7 days) and provide the next review date.
• Send a clear action plan: list 3–5 actions, owners, and timeline, then confirm by message/email.

Priorities:

• High (1h): Leads stopped completely, tracking is broken, ads are disapproved, or budget is spending with zero results.
• Medium (1 day): Performance dropped significantly (CPL up, leads down) but campaigns are still running.
• Low (2 days): Client wants optimization/improvements but performance is stable and not urgent.