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Paid Media Audit
+ Action Plan
LinkedIn + Google
YOUR GOALS
What this plan needs to achieve
Stop the bleeding
- Stop spending on the wrong people and searches.
- Find what is driving revenue and what is not.
Use the budget well
- Focus the remaining fiscal-year budget.
- Make North America work before expanding.
Build for next year
- Make paid media contribute to pipeline.
- Use the results to plan the next fiscal year.
HOW TO READ THE PLAN
Now → Next → Later
NOW
- Quick wins and problems we can fix with existing access.
NEXT
- Work we can deliver through an agency relationship.
LATER
- Changes that need sales, marketing and operations working together.
NOW · QUICK WINS
Stop the bleeding before increasing spend
- Remove Display and Search Partners.
- Restrict central delivery to the intended North America locations.
- Separate quotes from downloads in reporting.
- Pause expired event ads and broad pooled boosts.
- Disable document-campaign expansion and offsite delivery.
- Keep approved regional budgets separate.
ACCOUNT OVERVIEW · APR 1–OCT 7
Fiscal year-to-date spend
$58,794
| $31,178 · 53% | $27,616 · 47% |
ACCOUNT OVERVIEW · GOOGLE · APR 1–OCT 6
Where Google’s budget went
| Network | Spend | Quote credits | PDF credits |
|---|---|---|---|
| Google Search | $15,476 | 10 | 38.7 |
| Search Partners | $8,852 | 6 | 6.0 |
| Display | $6,665 | 4 | 5.0 |
$4,972 of Display spend came from inside Search campaigns.
WASTED SPEND · GOOGLE DISPLAY
Display is not restricted to our target buyers
Current setup
- Optimized targeting is on.
- No contact-list, interest or custom-audience criteria were returned.
- US targeting also allows location interest.
What it produced
- $1,693 in standalone Display spend
- 1 quote credit + 1 download credit
- No verified sales outcome
ACCOUNT OVERVIEW · LINKEDIN · APR 1–OCT 7
Where LinkedIn’s budget went
| Campaign type | Spend |
|---|---|
| Boosted posts · single image | $7,765 |
| Boosted posts · document | $2,933 |
| Boosted posts · video | $1,634 |
| Product videos · US | $6,245 |
| Documents · cold / engaged | $6,300 |
| Problem-led / project-value tests | $2,239 |
| Other boosts + legacy activity | $501 |
ACCOUNT OVERVIEW · COMMERCIAL RESULTS
Reported conversions do not tell us the pipeline
Google · through October 6
- 20 quote-event credits
- 49.7 PDF-download credits
- Both count in the main conversion total.
LinkedIn · through October 7
- 2 quote credits, both after ad views
- 39 download credits + 10 form starts
- No recorded native lead-form submissions.
WASTED SPEND · GOOGLE · APR 1–OCT 6
The North America campaign is leaking budget
$3,357 on weak networks
- Search Partners: $1,430
- Display: $1,927
- No quote or download credits.
$3,272 outside the US
- India $769 · Pakistan $371
- Nigeria $360 · Saudi Arabia $265
- No quote or download credits.
These two groups overlap; do not add them.
WASTED ATTENTION · LINKEDIN · APR 1–OCT 7
Only 8.2% of impressions reached the US
| Country | Share of impressions | Reported spend |
|---|---|---|
| Colombia | 25.0% | $1,148 |
| Saudi Arabia | 13.3% | $2,482 |
| Argentina | 11.5% | $609 |
| United States | 8.2% | $14,842 |
| United Arab Emirates | 7.7% | $1,356 |
| Brazil | 7.7% | $309 |
The US still received 54% of spend. Cheap impressions elsewhere dominate the volume.
WASTED ATTENTION · LINKEDIN · APR 1–OCT 7
The campaigns are not selecting a buying group
30.3%
Entry-level impressions
5.6%
Director, VP and CXO impressions
- The main boosts require neither a target company nor a buying role.
- Followers, Page audiences and broad solar-industry interest can qualify.
WASTED ATTENTION · LINKEDIN · APR 1–OCT 7
These job titles received the ads
| Job title | Impressions | Share of all impressions |
|---|---|---|
| Software Engineer | 28,500 | 0.87% |
| Administrative Assistant | 17,202 | 0.53% |
| Teacher | 16,368 | 0.50% |
| Intern | 11,014 | 0.34% |
| Full Stack Engineer | 9,357 | 0.29% |
Examples to review for fit. Titles alone do not establish company or buying relevance.
ASSESSMENT
Your demand gen score
40/100
Paid media is not yet a reliable source of pipeline.
ASSESSMENT
Your assessment across categories
| Category | ||
|---|---|---|
| ICP + goals | Buyer list missing | Buyer list missing |
| Technical setup | Needs repair | Needs repair |
| Targeting | Critical gap | Broad + noisy |
| Creative | Usable foundation | Search copy usable |
| Landing pages | Needs sharper offer | Needs sharper offer |
| Analytics | Pipeline unclear | Conversions blended |
SECTION ACTIONS
Account review: priority actions
NOW
- Remove Display and Search Partners.
- Correct North America location settings.
- Stop expired ads and broad pooled boosts.
- Keep regional funding separate.
NEXT
- Define the companies and people we want to reach.
- Separate quotes, downloads and pipeline reporting.
- Rebuild campaigns around qualified demand.
1 · ICP + GOALS
Define who buys, why they buy and how to reach them
What we need to learn
- Job titles, responsibilities and daily language
- Sales cycles, project stages and priority markets
- Reasons for buying, objections and competitors
One shared deliverable
- A full list of target companies
- Buying roles and named contacts in each
- Sales-call evidence behind the messages
1 · ICP + GOALS
Make North America work first
- Concentrate on a market the team understands and values.
- Reach companies that can buy utility-scale products.
- Get a clear signal before spreading budget across more territories.
- Keep India and Latin America’s separate funding outside this plan.
1 · ICP + GOALS
Build Faster · More Energy · Less Risk
Build Faster
- Developers + EPCs
- Construction speed
- Installation complexity and cost
More Energy
- Owners + operators
- Energy yield and returns
- Uptime and operating performance
Less Risk
- Technical advisers + buyers
- Wind resilience and reliability
- Project confidence and bankability
SECTION ACTIONS
ICP + goals: next steps
NEXT
- Build the target-company, job-title and contact list.
- Review sales calls for buying reasons and buyer language.
- Create audience-specific campaigns and lead magnets.
- Support Shana’s wind-engineering proof program.
LATER
- Keep the buyer definition current using won and lost deals.
2 · TECHNICAL SETUP · GOOGLE
Fix the settings that reward the wrong traffic
- 128 active keywords are broad match.
- All six active Search campaigns use Maximize Clicks.
- Quotes and PDF downloads are both primary conversion goals.
- Search Partners is on; some Search campaigns also use Display.
2 · TECHNICAL SETUP · LINKEDIN
Make the setup support qualified demand
Already in place
- Campaign spending limits
- Offsite delivery and expansion off in 9 of 10 material campaigns
Still needs work
- Document boosts have both switches on.
- Some ad links use stale source labels.
- No verified dayparting or end-to-end attribution.
SECTION ACTIONS
Technical setup: next steps
NOW
- Remove Google network waste and review broad-query spending.
- Disable document-boost expansion and offsite delivery.
- Review schedules and confirm changed settings.
NEXT
- Fix UTMs and source IDs.
- Test the complete ad-to-form-to-CRM journey.
- Align bidding with qualified inquiries.
3 · TARGETING · LINKEDIN
Pay to reach the people who can buy
Contacts
- Upload our permitted contact data.
- Reach known people at relevant companies.
Companies
- Use a named-company list.
- Add the right job titles and functions.
Qualified reach
- Separate engagement and lead capture.
- Prefer buyer fit over cheap clicks.
3 · TARGETING · GOOGLE
Brand searches are carrying the visible results
| Search term · all campaigns | Spend | Conversion credits |
|---|---|---|
| nextpower | $3,196 | 22 |
| next generation solar panels | $670 | 0 |
| new solar products | $525 | 0 |
| originally manufactured by voltronic power | $203 | 0 |
All 23.17 credits in the visible North America search terms came from the brand group.
3 · TARGETING · GOOGLE
A solar-tracker search can mean a DIY project
Actual paid queries
- “arduino solar panel sun tracker”
- “diy solar panel array”
What the search returns
- Arduino tutorials and science projects
- DIY kits and small home equipment
3 · TARGETING · GOOGLE
Use prospect lists to make broader searches relevant
Eligible CRM contacts
+Relevant searches
→Our target buyers
- Test broader product terms against our eligible prospect audience.
- Keep brand demand separate from new-buyer activity.
- Use customer and opportunity lists for distinct campaign goals.
3 · TARGETING · GOOGLE
Competitor searches show evaluation intent
Relevant competitor search
→Clear Nextpower alternative
→Comparison or inquiry page
- Start with the competitors sales encounters in real deals.
- Show the product difference and supporting evidence.
SECTION ACTIONS
Targeting: next steps
NOW
- Separate brand reporting.
- Review non-brand terms consuming spend.
NEXT
- Rebuild LinkedIn around contacts, companies and buying roles.
- Review delivered titles and companies weekly.
- Filter Google keywords for commercial intent.
- Test eligible prospect lists and competitor campaigns.
4 · CREATIVE · LINKEDIN
The ads need to speak to each buying stage
Early research
- White papers and technical guides
- A problem the buyer recognizes
- A reason to learn more
Evaluation
- How the product works
- Tracker, software and project detail
- Specific performance evidence
Decision
- Customer stories
- Case studies and testimonials
- Proof that reduces risk
4 · CREATIVE · GOOGLE
Use the copy to qualify harder
The current foundation
- Search copy already names the products.
- It needs more buyer and application detail.
- Generic Display assets are a lower priority.
Examples to test
- “Utility-Scale Solar Trackers for EPCs”
- “Solar Software for O&M Teams”
- “Tracker Solutions for Large Solar Projects”
4 · CREATIVE · BRANDED REFERENCES
Clear proof can still look enterprise-ready
Zapier · named customer proof
Foreplay · clear comparison
4 · CREATIVE · CUSTOMER VIDEO
Let a customer explain the result
Sensible × Inspect-It
- A real customer
- A specific workflow problem
- A concrete result
SECTION ACTIONS
Creative: next steps
NEXT
- Test buyer-specific messages across the buying cycle.
- Use Google copy to qualify for utility-scale projects.
- Build branded ads with approved quotes and product proof.
- Record a relevant customer story.
5 · LANDING PAGES
Make the next step clearer and more relevant
What is there
- Product information and technical evidence
- A visible route to inquire
- A foundation we can improve
What needs work
- Long, generic enterprise copy
- Buyer language and product proof buried
- Too much effort before the visitor gets value
5 · LANDING PAGES
Capture the lead before asking for everything
Current downloads
7 required profile fields
+ 2 consent boxes
Proposed test
Work email
Company
Country
5 · LANDING PAGES · REFERENCE
Make the report and its value obvious
Informatica
- A named report
- Specific takeaways
- A visible form beside the offer
SECTION ACTIONS
Landing pages: next steps
NEXT
- Build focused campaign and technical-content pages.
- Shorten forms and test confirmation and asset delivery.
LATER
- Enrich opted-in leads and send company context to sales.
6 · ANALYTICS + ATTRIBUTION
Make every paid lead visible in the CRM
- Separate quote submissions, downloads and form starts.
- Carry UTMs and campaign IDs into HubSpot.
- Show the lead, company, campaign and sales status in one report.
- Test for missing sources and duplicate conversion events.
6 · ANALYTICS + ATTRIBUTION
See which named accounts are seeing the ads
LinkedIn impressions
→Fibbler company data
→CRM account history
- Fibbler reports company-level ad exposure and engagement.
- It shows whether we are reaching the accounts we want.
- That context helps explain the longer journey before a form fill.
LATER · NEXT FISCAL YEAR
Connect the data that tells us who buys and why
- Connect HubSpot and Salesforce records.
- Analyze closed-won and closed-lost deals.
- Review sales calls, objections and buying triggers.
- Feed account lists and qualified outcomes back into campaigns.
SECTION ACTIONS
Analytics + attribution: next steps
NEXT
- Create one paid-lead report in HubSpot.
- Verify it against actual form submissions.
- Set up Fibbler for named-account reporting.
LATER
- Connect HubSpot and Salesforce.
- Link engagement to contacts and opportunities.
- Use won/lost deals and sales feedback to improve campaigns.
EXPECTED RESULTS
What each stage should change
NOW
- Less irrelevant delivery
- Spending under control
- Clearer conversion reporting
NEXT
- Qualified accounts seeing the ads
- Relevant leads captured
- Paid leads visible in the CRM
LATER
- Campaigns informed by won/lost deals
- Account engagement linked to pipeline
- Better evidence for budget decisions
PROPOSED NORTH AMERICA BUDGET
70% LinkedIn / 30% Google through March
| Month | Total | ||
|---|---|---|---|
| October | $7,000 | $3,000 | $10,000 |
| November | $8,400 | $3,600 | $12,000 |
| December | $8,400 | $3,600 | $12,000 |
| January | $8,400 | $3,600 | $12,000 |
| February | $8,400 | $3,600 | $12,000 |
| March | $8,400 | $3,600 | $12,000 |
| Total | $49,000 | $21,000 | $70,000 |
SECTION ACTIONS
Budget + reporting: next steps
NOW
- Reconcile the call budget with spending since September.
- Set monthly North America caps using the 70/30 proposal.
NEXT
- Assign owners to the action plan.
- Review buyer fit and lead quality weekly.
- Use pipeline evidence to adjust the plan as it develops.
REFERENCE LIBRARY