90-day action plan
From C+ to B+ in three phases.
Specific work, owners, and grade impact. Nothing on this list requires more ad spend.
Quick wins (this week)
Pause the 11 losing campaigns we flagged. ~$8,400/mo back immediately.
Add the starter negative keyword list (we'll send it today). ~$2,100/mo back.
Enable conversion value reporting in Google Ads. Takes 20 minutes.
Phase 1 · Stop the bleed
Weeks 1–4 · Apr 22 → May 19
Kill waste, clean the account, and get an honest attribution baseline before we change anything creative.
Pause 11 underperforming campaignsARC lead+3 pts
Implement negative keyword list v1ARC lead+1 pt
Restructure Google Ads into 4 campaign groupsARC lead+4 pts
Install GA4 + server-side attribution modelHarbor dev+2 pts
Deliver Phase 1 report cardARC leadcheckpoint
Phase 2 · Rebuild the funnel
Weeks 5–8 · May 20 → Jun 16
Fix what visitors see when they arrive. Landing page rewrite, creative refresh, email capture.
Rewrite /pricing landing page (CVR target: 3.4%)ARC copy+5 pts
Deploy exit-intent email captureHarbor dev+2 pts
Refresh 6 creative assets (static + video)ARC design+3 pts
Launch retargeting audience in MetaARC lead+2 pts
Phase 3 · Scale what works
Weeks 9–12 · Jun 17 → Jul 14
Double down on winners, introduce one new channel, lock in the monthly grading cadence.
Scale top 3 campaigns +40% budgetARC lead+4 pts
Pilot LinkedIn ads for enterprise segmentARC lead+2 pts
Set up monthly grading automationARC lead+1 pt
Deliver 90-day final report card & plan v2ARC leadcheckpoint