What type of campaign structure are we using, and is it optimized for conversions?

• Are we running segmented campaigns for different audience intents? (Brand awareness vs. lead generation vs. retargeting)
• Are we using the right bidding strategy? (Maximize conversions vs. Target CPA)
• Are our ad formats aligned with goals? (Search ads vs. video ads vs. display)

Are we selecting the right objectives in the platform?

• Are we optimizing for lead forms or just clicks? (A conversion-focused campaign should not prioritize reach or engagement.)
• Are impression share or CPMs being used as success metrics when our goal is actual lead submissions?
• If using Facebook/Meta, is the ad set objective “Lead Gen” or mistakenly “Traffic”?

How refined is our audience targeting?

• For Google Ads, are we using keyword match types effectively?
• Are we excluding irrelevant traffic? (e.g., keyword negatives, audience exclusions)
• For Facebook/Meta, are we using custom audiences instead of broad targeting?
• Are we layering data-driven retargeting instead of relying solely on cold audiences?

Are we tracking actual lead quality, not just volume?

• Do we have separate tracking for MQLs (Marketing Qualified Leads) vs. SQLs (Sales Qualified Leads)?
• Are we scoring leads based on borrower intent and not just number of submissions?
• Is our CRM able to close the loop between lead sources and actual funded loans?

Is our remarketing strategy structured properly?

• Are we segmenting by intent? (e.g., ad abandoned applications vs. site visitors)
• Are we capping retargeting frequency to avoid ad fatigue?
• Are we excluding users who have already converted?

Are we testing ad creatives with a structured A/B process?

• Are we running controlled A/B tests, or just guessing?
• Are we testing call-to-action variations, not just headlines?
• Do we have a clear timeline for evaluating test results?

Are we optimizing based on the right performance signals?

• If we’re optimizing for conversions, are we excluding low-value micro-conversions?
• Are we using multi-touch attribution instead of just last-click?
• Are we reviewing search terms and adjusting negative keywords regularly?

Are landing pages converting at an acceptable rate?

• Are we tracking drop-off rates on lead forms?
• Are we using dynamic form fills to improve completion rates?
• Is the page load speed affecting conversions?

Are we using data-driven budget allocation?

• Are we shifting spend dynamically to top-performing channels?
• Are we adjusting budget allocation based on time of day, device, and geography?
• Are we cutting spend on underperforming placements?

Is reporting structured to give real business insights?

• Are we getting reports on Cost Per Funded Loan (CPFL) and not just CPL?
• Are we comparing lead performance across channels to adjust future spend?
• Are we reviewing funded loan attribution data to refine targeting?