The Revenue Machine Checklist

Review ad accounts for waste, misalignment, and missed opportunities.

• Account structure campaigns organized by funnel stage (TOFU/MOFU/BOFU)
• Attribution model confirm you are not using last-click only
• Conversion tracking verify pixel fires on actual revenue events, not just page views
• Creative diversity at least 3-5 active creative variations per ad set
• Audience overlap check for cannibalization between campaigns
• Budget allocation spend follows performance, not gut feeling
• Negative targeting existing customers excluded from acquisition campaigns
• Landing page match ad message matches landing page headline 1:1

Your landing page is your real ad. The ad gets the click, the page gets the conversion.

• Headline speaks to pain not features ("stop losing 6hrs/week" > "AI-powered dashboard")
• Single CTA one clear action per page, not 5 competing buttons
• Social proof above the fold logos, testimonials, or user count visible immediately
• Page load speed under 3 seconds on mobile
• Mobile experience form works, CTA is thumb-reachable, no horizontal scroll
• Form length only ask for what you need at this stage (name + email max for TOFU)
• Thank you page has a next step (not just "thanks, check your email")

The pricing page directly determines revenue. Most SaaS companies leave 20%+ on the table here.

• Recommended plan highlighted one tier visually dominant as "Most Popular"
• Outcomes over features benefits translate to what customers accomplish
• Social proof per tier testimonial from a customer on each plan
• Annual framing "Pay for 10 months, get 12" beats "Save 20%"
• Tier-specific CTAs different copy for free vs paid vs enterprise
• FAQ section addresses top 3 objections (refund, migration, support)

If form fill = MQL, your sales team is drowning in tire-kickers.

• Behavioral scoring score based on actions (pricing page visit, demo request), not just form fills
• Intent signals tracked pricing page visits, feature comparison, case study reads
• Lead routing logic documented and understood by current team
• CRM hygiene no duplicate contacts, lifecycle stages accurate
• Sales-marketing alignment agreed definition of MQL vs SQL
• Speed to lead hot leads contacted within 5 minutes, not 24 hours

Same sequence for a CTO evaluating $50K and a junior dev who downloaded a free PDF? That is broken.

• Segmented sequences different nurture tracks by persona and intent level
• Sequence freshness content updated in the last 6 months
• Post-webinar follow-up 7-day sequence (replay, case study, objection killer, deadline)
• Re-engagement flow sequence for leads gone cold (30+ days inactive)
• Deliverability inbox placement rate above 95%, no spam folder issues
• Unsubscribe rate under 0.5% per email

Automation is an accelerant, not a strategy. If the process is broken, automation breaks it faster.

• Workflow documentation can you draw each automation on a whiteboard in 2 minutes?
• Error monitoring broken Zaps/scenarios detected within 24 hours
• No duplicate data leads are not being duplicated across tools
• Revenue-tied every automation linked to a revenue metric
• Owner assigned someone on the team owns and understands each workflow
• Failure plan you know what happens when each automation breaks at 3 AM

Everyone who visited the pricing page getting the same ad as someone who bounced after 4 seconds? That is money on fire.

• Segmented retargeting audiences based on engagement depth, not just "visited site"
• Frequency caps not showing the same ad 47 times to the same person
• Exclusion lists customers and recent converters excluded
• UTM consistency all campaigns tagged properly, no "(not set)" in analytics
• Revenue attribution can trace each dollar of revenue back to its source
• Dashboard single source of truth showing CAC, LTV, ROAS by channel
• Weekly review metrics reviewed at least weekly, not monthly
• Feedback loop learnings from data feed back into creative and targeting