Pre-Sales Audit Framework

Objective

Create a fast but defensible diagnosis of current account performance.

Audit Domains

Domain	What to Check	Risk if Broken
Tracking	Conversion actions, duplicate events, value logic	Wrong bidding decisions
Structure	Campaign intent split, match type strategy, naming	Budget cannibalization
Traffic Quality	Search terms, geo leakage, device split	Wasted spend
Creative	RSA strength, offer clarity, extension coverage	Low CTR and CVR
Economics	CPA, ROAS, impression share, budget pacing	Poor profitability

Scoring Model

• 0 = critical failure
• 1 = weak / inconsistent
• 2 = acceptable
• 3 = strong and scalable

Total score bands:

• 0-25% Rescue mode
• 26-60% Rebuild mode
• 61-80% Optimization mode
• 81-100% Scale mode

SOP

1. Pull last 90 days and segment by campaign type.
2. Validate conversion integrity before reading performance.
3. Score each domain with evidence snapshots.
4. Produce top 10 opportunities by expected impact.
5. Map opportunities to 30/60/90-day execution windows.

Deliverable Format

• Executive summary (1 page)
• Domain score table
• High-impact issue list with effort estimate
• Recommended service scope

Next Step

Return to the module overview and continue with the next lesson in sequence.