28/10/2026
The reports looked great. The results didn't.
60% of his budget was going to branded search, which made the numbers look fantastic. Once we pulled that out, the real cost of a lead made the campaign not worth running.
He felt stupid. He shouldn't have. This is what most of our audit conversations look like.
If your reports look too good to be true, it might be time for a second opinion.
Get your copy of Silent Spend: https://www.amazon.com/dp/0646736655/