INsights
A new financial year doesn’t reset marketing performance. Budgets change and new targets are set, but gaps in tracking, wasted spend and weak landing pages carry over from June into July. Leave those issues unresolved and the first quarter can become a repair job, with the team correcting old problems while trying to meet new targets.
Before increasing spend or rolling last year’s allocations forward, check what is working, what is wasting budget and what needs repair. Across Google Ads, paid social and other paid media, that means reliable data, relevant enquiries and landing pages that make it easy to take the next step.
The question isn’t just how much to spend. It’s what needs fixing before you spend it.
Check that form submissions, phone calls and conversion events are recorded accurately and without duplicates. Confirm that your reporting distinguishes genuine enquiries from actions that do not indicate buying intent.
Where relevant, check CRM connections and offline conversion imports so that qualified leads and sales inform campaign decisions. If every enquiry is treated as equally valuable, you can end up funding campaigns that generate the most activity rather than the strongest opportunities.
Find out what is limiting results before changing the allocation. If relevant enquiries are converting into business but the campaign regularly exhausts its budget, there may be a case for increasing spend. If enquiries are plentiful but few qualify, investigate targeting and messaging first. If relevant visitors arrive but rarely enquire, review the landing page.
Take a sample of recent enquiries from each source and review them with the sales team. Which became qualified opportunities, and why did the others go nowhere? Where attribution is unclear, cross-check the available data with sales records and enquiry feedback before using it to justify more spend.
A campaign can generate relevant enquiries and still support the wrong business priorities. Services, margins and capacity may have changed since the targeting was set.
Compare the work your campaigns attract with the work you want more of next year. Are enquiries concentrated on a lower-margin service, a location that is costly to cover or an offer the team can no longer fulfil? Use search terms, location data and enquiry feedback to decide what to prioritise, restrict or exclude.
Follow the journey from the ad to the landing page on a mobile phone. Check:
Fix the points where people hesitate or get stuck before paying for more traffic.
Agree on which outcomes matter, how lead quality is assessed and who acts when performance changes.
Agree what should trigger action. If enquiry volume rises but qualification rates fall, who investigates? If reporting cannot show which sources contribute qualified opportunities, make that limitation clear before reallocating budget.
Turn the review into a short action list: what needs repair, what deserves investment and what should stop. Assign each action an owner and a deadline.
That makes June commercially useful. You enter July with a budget grounded in evidence and clear priorities for where to invest next.
