Their job: counting. Not likes, not impressions: calls, quotes, bookings, sales. They are the one who makes the promise hold: the proof in the morning, in counted numbers.
Clicks on « book », calls from the listing, forms filled in: every action your customers take is counted at the source, never estimated.
This quote came from the page written last month, this booking from Tuesday's post: you know what pays off, and what pays nothing.
A format that has produced nothing for three weeks is flagged to the Director and stopped. Your budget goes toward what proves itself.
Every report shows what you pay next to what it brings in. The line is good or it isn't: you judge on the evidence.
Start with the audit: 2 minutes, no credit card, a 7-page report.
