When an account underperforms, the instinct is to add budget or change creative. Usually the leak is more boring than that, and cheaper to fix.
Leak one: tracking that lies
If conversions are miscounted, every optimisation decision downstream is wrong. Double-counted purchases, missing server-side events and platforms grading their own homework are the usual suspects. Fix measurement before touching anything else, or you are steering by a broken compass.
Leaks two and three: broad defaults and stale creative
Platform defaults push spend wide because wide spends more. Advantage+ audiences with no signals, search campaigns on broad match with thin negative lists, the same ad running for eleven weeks. Each is a slow leak that adds up to thousands a quarter.
“Accounts rarely fail loudly. They leak quietly for months until someone adds up what the drips cost.”
Leaks four and five: slow landing pages and no retargeting
A page that takes five seconds to load taxes every click by roughly a third. And sites without retargeting let 97% of paid visitors leave forever. Both are one-time fixes that keep paying.
Our Tracking & CRO service exists because leaks one through five are technical, not creative. The free audit finds yours inside a week.
