Inspect the destination
Check that the landing experience continues the ad’s promise, explains who the offer suits, and makes the next step usable. If qualified visitors face uncertainty, more traffic can simply produce more of the same friction.
Inspect the handoff
Review what happens after an inquiry: who responds, how fit is assessed, and where a qualified opportunity is recorded. A media dashboard cannot diagnose a sales handoff that is invisible to it.
Define the decision to expand
Agree on the evidence that would justify more investment, the capacity available to fulfill demand, and the conditions that would stop a test. Use contribution and lead quality alongside acquisition cost. Expansion should be a documented decision, not a reaction to one attractive chart.