Practice
PPC, reported against recorded revenue - not the platform's default columns.
Google Ads, LinkedIn, Meta. Built around the platform, advertising, and industry restrictions identified for the account. Reconciled monthly against the recorded inquiries, opportunities, and revenue in your CRM.
The principle
Every platform column is a reporting choice.
Google Ads, Meta Ads, and LinkedIn Ads all default to reporting the metric they can measure - clicks, impressions, on-platform conversions. Those numbers are not wrong. They are also not always what executive teams need. Recorded revenue in the CRM, cost per qualified opportunity, cost per signed client, and cost per booked event usually tell a different story than the platform dashboard.
On one recent review, Facebook produced three inquiries from 17,301 visits - a conversion rate of roughly 0.017%. The report recommended reducing the Facebook budget by 80% and redeploying to remarketing on already-visited users.
Under this practice
Point-in-time audits or ongoing account management.
Point-in-time
PPC audit
A paid diagnostic on an existing paid-media operation. Where the platform-reported numbers agree with the CRM. Where they don't. What can be moved, tightened, or shut off. The audit ends with a decision document.
PPC audit scope
Ongoing
Managed PPC
Ongoing account management for high-stakes accounts: Google Ads (Search, Performance Max, Shopping, Video), LinkedIn Ads, and Meta Ads. Managed PPC is available within a GrowthOS engagement rather than as a standalone monthly service.
Adjacent
PPC reporting is only as reliable as the attribution beneath it.
Reconciling ad-platform-reported conversions against CRM records is its own discipline. Source persistence into hidden form fields. Offline conversion imports back into Google Ads. Cross-domain tracking when the booking calendar sits on a separate subdomain.
We will review whether the ad accounts and CRM are telling the same story.
Bring the accounts and the recorded revenue and we'll show you where they disagree.