Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate.
Find the weakest handoff across traffic, landing page, form, qualification and sales follow-up. Use the questions below during planning, review and approval. Do not mark an item complete without evidence.
Search data source: Google Keyword Planner, India, English, Sep 2025 to Aug 2026. These are planning estimates, not promised traffic.
Why this matters
Find the weakest handoff across traffic, landing page, form, qualification and sales follow-up.
Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate.
Action plan
Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate.
- Where is the largest measurable drop? Write the answer in the brief and connect it to this outcome: Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate.
- Is the page consistent with the ad promise? Check the answer against this practical situation: If ad click-through rate is healthy but form starts are low, changing audiences may waste time. Check whether the page answers price, fit, proof and next-step questions first.
- Are sales outcomes fed back to marketing? Name the owner, the evidence they must keep and the date when the decision will be reviewed.
| Step | Decision question | Evidence to keep |
|---|---|---|
| 1 | Where is the largest measurable drop? | Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate. |
| 2 | Is the page consistent with the ad promise? | If ad click-through rate is healthy but form starts are low, changing audiences may waste time. Check whether the page answers price, fit, proof and next-step questions first. |
| 3 | Are sales outcomes fed back to marketing? | Named owner, source record and review date |
Worked example
If ad click-through rate is healthy but form starts are low, changing audiences may waste time. Check whether the page answers price, fit, proof and next-step questions first.
Working checklist
- Where is the largest measurable drop?
- Is the page consistent with the ad promise?
- Are sales outcomes fed back to marketing?
- Who will take the next action on audit?
- For Marketing Funnel Audit Checklist for Indian Service Firms, what result will show that the plan worked?
Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate.
Mistakes to avoid
- Starting work before answering: Where is the largest measurable drop?
- Relying on an assumption instead of checking: Is the page consistent with the ad promise?
- Launching without a clear answer to: Are sales outcomes fed back to marketing?
References and further reading
Measurement recommendations follow Google Ads conversion measurement guidance. Internal links follow Google link best practices. Check the date, location and original source before using any number in a business decision.
Common questions
Where is the largest measurable drop?
Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate.
Is the page consistent with the ad promise?
If ad click-through rate is healthy but form starts are low, changing audiences may waste time. Check whether the page answers price, fit, proof and next-step questions first.
Are sales outcomes fed back to marketing?
Review one stage at a time using observed evidence: query quality, message match, page behaviour, form completion, contact rate and opportunity rate. Keep the first test small enough to learn from, then expand only when the result is clear.
The short version
- Choose one real business goal before choosing a channel.
- Explain the offer in words a customer would use.
- Track enquiries and sales, not only clicks or views.
Meet Nikhil. Nikhil runs a travel company in Surat. Money is going into marketing, but the team mostly talks about clicks and likes. Nikhil uses this guide to choose one business goal, one audience and one number that actually helps a decision.
This is a made-up example to explain the idea. It is not a client result.
Connect spend to a business result
This panel is specific to Marketing Funnel Audit Checklist for Indian Service Firms.
Reference: Google Ads Help
Use this for Marketing Funnel Audit Checklist for Indian Service Firms
| Check | Question | Proof to keep |
|---|---|---|
| Outcome | Which sale or qualified enquiry matters? | One conversion definition |
| Economics | What can the business afford per result? | A planning limit |
| Learning | What will this test prove? | One written hypothesis |
Words made simple
- Lead
- A person or business that may buy from you.
- Conversion
- When a visitor takes the action you wanted, such as calling or filling a form.
- Funnel
- The simple path from first hearing about you to becoming a customer.
Estimate a campaign test
Use your own numbers. This is a planning estimate, not a promised result.
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