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Paid media audit checklist: what to check before increasing spend
Audit conversion tracking, search terms, creative, and lead quality before deciding where to put the next dollar of ad spend.
The SHAL Media journal
Marketing field notes.
Practical guides to paid media, conversion tracking, clinical trial recruitment, and charity fundraising from SHAL Media.
More field notes
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Google Ad Grants conversion tracking for nonprofit fundraising
Set up meaningful donation and supporter actions for Ad Grants, and reconcile reported conversions with your fundraising records.
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How to plan an online fundraising campaign for a charity
Connect a clear fundraising appeal to a donation page, a donor follow-up plan, and reporting that separates gifts from clicks.
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Clinical trial recruitment landing page checklist
Make study information easier to understand and give prospective participants a clear, reviewed path to contact the study team.
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How to plan a clinical trial recruitment campaign
Plan the route from study awareness to site screening, with clear responsibilities for recruitment materials, follow-up, and reporting.
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How to calculate break-even ROAS for ecommerce
Use contribution margin to set a break-even return on ad spend target and see why revenue alone can mislead budget decisions.
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Google Ads for local services: from search to booked appointments
Plan local search campaigns around service areas, call handling, and actual bookings instead of relying on enquiry volume alone.
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Landing page checklist for paid campaigns
Check message match, mobile usability, and conversion tracking before sending paid traffic to a new landing page.
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How to build a Meta Ads creative testing plan
Plan creative tests around customer objections, compare meaningful outcomes, and turn each round into a clearer production brief.
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Google Ads lead tracking that measures qualified leads
Connect Google Ads to CRM outcomes so a form submission, a qualified lead, and a sale each have a clear role in reporting.