When a client asks for more content, the request may be accurate — or it may be a symptom. This five-question audit follows the customer journey from impression to conversion so you can identify the actual constraint before prescribing production.

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Run this on the first discovery call. Ask for numbers, screen recordings and examples. Do not accept “the ads are bad” as a diagnosis.

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Question 1 — Where exactly does performance break?

Ask for the last 30–60 days by channel:

• Impressions and reach
• Thumb-stop or early view rate
• Completion rate
• CTR
• Landing-page bounce or engagement
• Add-to-cart or signup rate
• Checkout or activation rate

Purpose: locate the first meaningful drop rather than debating creative quality in the abstract.

Question 2 — What promise does the content make?

Ask the client to summarize the ad or organic post in one sentence. Then write down:

• Audience
• Problem
• Promised outcome
• Proof
• CTA

Purpose: make the acquisition promise explicit enough to compare with the destination.