A lead-generation audit follows real enquiries from their source to their final outcome. Use it to locate lost submissions, unsuitable leads, slow responses and reporting errors before changing campaign budgets.
Collect evidence first
Choose a completed reporting period that reflects your sales cycle. Gather campaign spending, landing pages, form submissions, CRM stages and sales outcomes. Include unsuccessful and disqualified enquiries. Use appropriate access controls and remove unnecessary personal details from the audit report.
Audit checklist
| Check | Evidence to inspect | Action if it fails |
|---|---|---|
| Audience and offer match | Search terms, ads and enquiry reasons | Clarify exclusions or narrow targeting |
| Landing-page promise | Ad claim compared with page content | Align price, scope and next step |
| Mobile form | A complete test submission | Repair fields, validation or confirmation |
| Delivery | Test record in CRM and assigned inbox | Repair integration and alerts |
| Duplicate control | Repeated records for one enquiry | Agree merge and counting rules |
| Qualification | Accepted and rejected samples | Write observable acceptance criteria |
| Response ownership | Assignment and first-response timestamps | Set a responsible person and backup |
| Revenue feedback | Won/lost records linked to enquiries | Repair missing links and close reasons |
Prioritise by consequence
A broken form or missing notification takes priority over rewriting a low-traffic headline. Next address high-volume sources of unsuitable enquiries, then test page and offer improvements. Give each finding an owner, supporting evidence, proposed change and verification date.
For example, if completed forms reach an inbox but not the CRM, buying more traffic increases the workload without solving the missing follow-up. Retest the full submission path after repairing the connection.
Use the worksheet
Record pass, fail or not checked for every item. An unchecked item is not a pass. Compare lead cohorts only after they have had similar time to mature, and keep tracking gaps visible in the final assessment.
