Sample deep dive · Paid plans, Starter and above
Paid media: what the deep dive returns
An illustrative paid media deep dive for Northgate Interiors, a fictional brand — an eight-person interior design studio in Leeds working on residential renovations. Same structure, same checklist and same evidence format as a live run. The figures are examples, not a real client's results.
Paid media score
- Band
- At risk
- Data coverage
- 60%
- Pages read
- 14
Summary
Search spend is pointing at the homepage, which answers none of the promises the ads make. The strongest ad — a specific offer on a free design consultation — lands somewhere that never mentions a consultation, so the click is paid for twice: once to the platform, once in the visitor's confusion.
Priority fixes, ordered by impact
- 1Build a consultation landing page and route the four ads promising it there.
- 2Pause the commercial fit-out ad groups.
- 3Mirror the ad CTA wording on every landing page.
The checklist, with verdicts
1 passed · 3 needs work · 2 failing
Every check is fixed and versioned, so two runs of the same site are comparable. A live deep dive returns the whole paid media checklist; this sample shows a representative slice.
- Fail
Ad copy matches the site
Standard: Ads promise what the landing page delivers.
What we found: Four of six active search ads promise a free design consultation. The landing page for all six is the homepage, which does not mention a consultation.
Fix: Build one landing page per promise, starting with the consultation offer.
Impact: highEffort: low - Pass
The offer is specific
Standard: Ads state a concrete offer, not a generic brand statement.
What we found: The consultation offer is specific and time-bound in the ad copy.
Impact: highEffort: low - Fail
Landing pages are relevant
Standard: Each ad lands on a page built for its promise.
What we found: All six ads route to the homepage. No campaign-specific landing pages exist.
Fix: Point each ad group at a page written for its promise.
Impact: highEffort: medium - Needs work
Creative is on brand
Standard: Ad creative uses the brand's visual system.
What we found: Two display creatives use the 2019 monogram and a palette that does not appear on the site.
Fix: Rebuild both from the current brand assets.
Impact: mediumEffort: medium - Needs work
Ad CTA matches the page CTA
Standard: The action asked for in the ad is the action offered on the page.
What we found: Ads say "Book your free consultation"; the homepage CTA says "Get in touch".
Fix: Mirror the ad's action wording on the landing page.
Impact: mediumEffort: low - Needs work
Spend points at one message
Standard: Campaigns are not fragmenting the positioning.
What we found: Three ad groups target commercial fit-out terms, a service the studio discontinued in 2023.
Fix: Pause those groups and move budget to the residential renovation terms that convert.
Impact: highEffort: high
Measured evidence
Each verdict above is formed against numbers, and the numbers are printed with their source. Where a source has nothing for a domain, the checks that depend on it are excluded rather than guessed.
Connected ad account
- Active ads reviewed
- 6
- Ads with a matching landing page
- 0 of 6target: 6 of 6
- Spend on discontinued services
- 31%target: 0%
Read-only. Figures cover the last 30 days.
Page by page
https://northgateinteriors.co.uk
Receives 100% of paid traffic and answers none of the ad promises.
Other sections
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