Recognising failure.
THE SIGNS
Cost per enquiry consistently above what a customer is worth No enquiries after meaningful spend Enquiries that never convert You cannot handle the work anyway
WHAT TO CHECK BEFORE STOPPING
Whether tracking is working Whether the landing page converts Whether targeting is right Whether you gave it enough time
THE TRACKING CHECK
Frequently the problem is measurement, not performance.
Enquiries arriving by phone and WhatsApp go unrecorded.
HOW LONG TO GIVE IT
Long enough for meaningful data.
For a small budget, that may be a month or more.
WHEN TO STOP IMMEDIATELY
Obvious waste: wrong locations, irrelevant searches, a broken landing page.
WHEN TO PAUSE RATHER THAN STOP
Seasonal quiet periods When you cannot handle more work
WHAT TO DO INSTEAD
Fix conversion, then reconsider.
WHAT NOT TO DO
Keep spending out of habit Stop after a week
