LEAD GEN BOTTLENECK CHECKLIST
leadgen.cathowell.com
ISSUE
SOLUTIONS
CPC is way too expensive TOF
● Check CTR - if this is under 1% then review
creative/audience
● Check negative feedback
● Check relevance - if under 7 add continuity in funnel
● Duplicate and test higher bids (until 1,000 impressions)
● If all above fails test new audiences (try a much
larger/broader one or a highly segmented one)
● PLEASE NOTE: Some industries (such as insurance) or
highly targeted niche audience will can cost $5+ CPC
Can’t get a good CTR TOF
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Can’t get good CTR on MOF/BOF
● Check creative - test new creative and ad formats
● Check quality of audience being built TOF - this could be
an indications that the TOF audience is not high quality
(possibly due to “clickbait” creative
Driving lots of clicks, but nothing
is converting
● Check your bounce rate (link clicks vs landing page hits)
● Check your traffic placements (Audience Network and
Instant Articles, for example, are notorious for not being
that great TOF)
● Check your ad scent - does the ad match the landing
page CTA
● Check website UX (ie: the landing page is probably
issue)
My MOF and BOF ad sets just
stall
● Check Audience tab to make sure custom audiences
have populated properly
● Check that there are no other ad accounts running traffic
to same exact audiences from same exact page
● Check that there are no other ad sets in account running
Check creative - test new creative and ad formats
Check placements (if all desktop, try mobile)
Try different audience
If above fails - you may need to add step to funnel to
warm up audience a bit more
● Please note - some industries, such as insurance are
notorious for really bad CTRs, just be aware of this
traffic to same exact audiences from same exact page
● Check negative feedback on ads
● Switch to impressions to kick start - if this fails duplicate
with higher bids
● If all above fails, switch to post engagement objective
campaign