What audit score means the account is healthy?

22 or more out of 25 means you can add budget. 15 to 21 means it is leaking and you fix every miss first. Under 15, the account is flying blind and tracking is where you start.

Free resource

The B2B Paid Media Audit.

25 checks every B2B ad account should pass, across seven systems. Score yours in ten minutes. Every box you can't tick is money leaking, and the fix is right under it.

Trusted by operators behind $100M+ in paid media

The seven systems

Tracking · 01–05

Ads optimize to demos and SQLs, each conversion fires once, server-side is on, and deals flow back to every platform.

Account structure · 06–08

Brand split from non-brand, prospecting split from retargeting, each campaign big enough to learn.

Bidding · 09–11

Enough data for smart bidding, fresh negatives, a cost cap on LinkedIn.

Budget split · 12–14

Cost per SQL by channel, budget creating new demand, reallocated every month.

Creative refresh · 15–17

New ads monthly, tests that compare messages not colors, tired ads pulled before they cost you.

Landing pages · 18–21

One page per campaign, fast on mobile, a five-field form, proof above the fold.

Reporting to pipeline · 22–25

Every lead carries its UTMs, pipeline reads by campaign, cost per opportunity reviewed weekly.

What your score means

22–25 · Ready to scale

The systems hold. Add budget and push the winners.

15–21 · Leaking

Fix every miss before you spend another dollar harder.

0–14 · Flying blind

Start with tracking. Everything else depends on it.

Fix in order. Tracking first, because if the platforms learn from the wrong event, every later fix teaches them faster in the wrong direction.

Questions

Before you run it.

A structured check of the seven systems that decide whether ad spend becomes pipeline: tracking, account structure, bidding, budget split, creative, landing pages, and reporting. This one runs 25 checks and scores your account out of 25.

Review budget and creative monthly, run the full 25 quarterly, and check tracking any time a conversion number looks wrong.

Tracking, always. If the platforms optimize to the wrong event, every other fix compounds the mistake. Get demos and SQLs firing server-side before you touch bids or budget.

22 or more out of 25 means you can add budget. 15 to 21 means it is leaking, so you fix every miss first. Under 15, the account is flying blind and tracking is where you start.

Especially then. The 25 checks are how you tell whether the people spending your budget are doing the work. Hand them the misses.

Go deeper

Scored under 22? Let's read your actual account.

The audit tells you what to fix. A 30-minute teardown is Jer inside your real account, naming the three misses costing you the most right now.

Book the teardown

Not ready to talk? Run the Leak Report →