Before we spend on ads, we need to know the math works: what a new client is worth over time, what it costs to acquire them, and whether LTV to CAC makes sense.
Timeline
| Date | What happens |
|---|---|
| Monday, May 11, 2026 | Start the foundation audit: site tracking, analytics, SEO, Google Ads history, and Meta Ads history. |
| Wednesday, May 13, 2026 | Share audit findings, the first read on what needs to be fixed before launch, and the branding proposal for review. |
| Monday, May 18, 2026 | Be ready to start ads and begin the prioritized SEO work. |
Audit the foundation
The first step is a full review of the setup and the ad accounts.
On the site side, we will review analytics, pixels, conversion events, form paths, and booking paths. Today, the site points people toward "Book a session" and "Book a session now." That is the conversion we will track first.
On the ad side, we will review Google Ads and Meta Ads history: what has worked, what has not worked, what never got a fair test, and what we should avoid repeating. The SEO audit runs in parallel with this foundation audit.
Set up reporting
You should be able to see what is happening each week without needing a call.
Weekly reporting will show the basics: spend, leads, booking interest, and what changed. Monthly reviews are where we step back, discuss budget, and decide what to change next across creative, targeting, and landing pages.
| Cadence | What Michael sees |
|---|---|
| Weekly | Spend, leads, booking interest, conversion movement, and the immediate read on what changed. |
| Monthly | Trend review, budget discussion, and next-month suggestions, broken down by creative, targeting, and landing page. |
Plan the first 30 days
The first plan comes after the audit and account review.
We will turn the foundation audit and historical review into a 30-day plan: what we will run first, what we will hold off on, what budget range makes sense, and what would make us change course.
We will review the plan together before launch, then adjust it based on what the first data shows.
Launch, review, improve
Once ads are live, we review the results and make the next practical change.
We will look at the funnel in pieces: the ad, the audience, the landing page, and the booking step. That makes it easier to see what needs fixing instead of changing everything at once.
Spend only increases when the numbers support it. The main numbers are CAC, LTV, lead quality, and booked-session intent.