Find where the path breaks.
“We got leads but no orders” describes an outcome. It does not identify the cause. Start with the records you have and look at each step separately.
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01Enquiry
Someone expresses interest.
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02Conversation
You establish fit and need.
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03Visit or quote
The opportunity moves forward.
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04Sale
The customer decides.
1. Was the enquiry relevant?
Compare it with the audience and qualification criteria agreed before the campaign. Check the actual need, location and fit. Avoid deciding that every unconverted person was a bad lead.
2. Did a conversation happen?
Check whether contact details were usable, whether a response was attempted, how soon it happened and whether follow-up continued. Agree a practical response responsibility rather than assuming someone else owns it.
3. Did the offer make sense?
If people engaged but did not progress, review the offer, price, availability and explanation of value. Ask what the customer actually said. Do not replace missing evidence with blame.
4. What happened at the decision?
A visit, quote or proposal is another stage. Review the reasons for stalled decisions and the closing process separately from the original enquiry source.
Build a simple review record.
For each stage, note the date, action, outcome and any stated reason. Use only the information needed and handle customer details appropriately. If records are incomplete, say what cannot yet be concluded.
Review before spending again.
After a disappointing campaign, inspect the available old ads and sales records first. A new paid test should have a specific question, written spending limit, duration, stop conditions and client approval.