A client presented a losing business he was ready to liquidate, and wanted to know where the problem was before closing it.
This is the framework the audit followed, and what each step found.
Account structure. The numbers were broken because there was no clear structure at all. Campaigns had been built on affection, carrying UGC. Whatever delivered was fine; whatever didn't was closed and replaced. No governing logic.
Audience. Stacked interests had created severe saturation, with frequency reaching 4 on some campaigns. And since the audience was saturated and the structure broken, there were no retargeting campaigns to speak of.
Landing page. A 67% bounce rate, with an obvious cause: the destination was the homepage rather than a product or collection.
Product page. No shipping and return policy. No reviews. No lifestyle photos. No clear offer. And the CTAs, add-to-cart and buy-now together, creating distraction, with unclear colours and no sticky behaviour.
Funnel. A large drop between add-to-cart and checkout, with checkout at just 21% of ATC. The problem is most likely the offer itself: unconvincing, with nothing prompting action.
And a UX assessment from a real target customer, the part most audits forget: no Arabic. Nice materials and good photography. But the models aren't appealing and there are too few of them. The discount is weak. Prices are good. Popups repeat.
Seven places where money leaks. Not one.
Actions were written for each: creative, varying formats and triggering emotion, because in this category people buy emotionally. Saturation, addressing it with lookalikes, ASC, excluding visitors, and whitelisted ads. Website, fixing every issue and testing Arabic. Offers, rewritten so they genuinely prompt purchase. Whitelisted ads to build authority and reach new audiences. Structure, built as DPA prospecting plus DPA retargeting plus a creative test campaign plus a whitelisted campaign. And UGC to strengthen trust and feed the creative itself.
An audit isn't an opinion. It's a ranked list of where the money leaks, with an action for each one.
The lesson
An audit ranks the leaks; it isn't an opinion
