Start with the property the team can actually offer
Write the available inventory, location, price and payment conditions, language coverage and the next action the business can fulfil. Check who approves the claims and how changes to availability reach ads and Landing Pages. Do not use an old project's promise to attract inquiries for a different offer.
Choose a business question for the review: weak project fit, incomplete receipt, delayed follow-up, unreliable reporting or an acquisition-cost concern. Several can coexist. Naming the first constraint helps the team choose a useful action rather than launching every possible tactic at once.
Give each paid platform a role in the plan
Decide what the proposed investment should test or expand, and what assets and receiving journey it needs. Review the actual offer and traffic evidence rather than assigning a fixed platform split from a regional table. A platform's popularity does not establish its acquisition economics for this project.
For an existing Search account, inspect available queries, destinations and conversion goals. For a Meta launch, agree the brief and receiving workflow before increasing spend. Keep changes to offer, creative, bidding and qualification definitions visible so later comparisons have context.
Prove the inquiry reaches the receiving team
Review the choice of Instant Form, website form or another supported contact route against what the buyer needs to understand. Then test the receiving path with permitted data: validation, a confirmed response, a unique record and an assigned owner. A polished page cannot compensate for an inquiry that never arrives.
On this site, generate_lead means a server-confirmed successful contact submission, once. A WhatsApp click records contact intent; it does not prove that a conversation, project-fit decision or sale occurred. Keep these stages separate in reports and acceptance checks.
Turn sales feedback into a usable stage record
Replace a single 'bad lead' bucket with specific reasons: duplicate, invalid contact, incomplete follow-up, unavailable inventory or a mismatch with agreed project criteria. Record who made the decision and the observation cutoff. An unanswered attempt is not automatically a fake inquiry.
Agree routing, coverage and the follow-up process the team can operate. Automation can support receipt and assignment, but a sent message is not a completed sales conversation. Set response-time and contact-rate targets against actual staffing, coverage and follow-up records.
Connect systems around documented outcomes
Define the source record, event identity, permitted data and receiving destination for each integration. Reconcile accepted, rejected and missing records, and assign responsibility for retries and maintenance. An integration's successful delivery is a technical result; commercial impact needs separate evidence.
Meta CAPI sends supported server events to Meta; Google Ads has its own supported conversion integrations. Neither removes privacy obligations or makes every CRM answer suitable for transmission. Use aggregate reporting where possible and keep personal information out of Google Analytics.
End with a report that supports the next decision
Compare the same inquiry cohort, cost boundary and maturity window. Separate advertising spend per inquiry, spend per project-qualified lead and spend per contract from broader acquisition costs. Contract value, collected cash and finance-defined contribution answer different questions.
Keep a decision log: observed issue, evidence reference, proposed change, owner, cost boundary and review date. Where the data is incomplete, identify the missing input rather than inventing a score or market benchmark. A useful outcome can be a narrower test, a receiving fix or a clearer responsibility agreement before more spend.
Frequently asked questions
Choose the next step for your project review
- Compare CPQL and advertising spend per contract
- Review calculation definitions and limits
- Read the GPR Property experience in context
Share the project brief, target market and available budget. For existing campaigns, include aggregate spend, lead quality and follow-up outcomes for the same period to define the scope and deliverables.
Explore the service and discuss your project