Marketing audit: find out where your marketing is losing you money
Most businesses are spending on marketing without a clear picture of what is working. Spend with no attribution. Activity with no strategy behind it. An independent marketing audit finds what is broken and tells you how to fix it — with a prioritised roadmap, not a report.
- Independent review across strategy, brand, paid media, SEO, CRO, analytics, lead generation and retention.
- 35% average conversion uplift within 90 days across 40+ audited brands.
- You deal directly with Femi throughout. No account managers, no junior team.
- The channel audits — Google Ads, Meta, SEO, CRO — all sit under this framework.
Harrods
Avis
Nationwide
Aviva Investors
Bacardi
Timberland
New Look
British Heart Foundation
OVO Energy
Macmillan Cancer Support
Smith & Nephew
EON Next
Hastings Direct
Philip Morris International
Not ready for a full audit? Score your marketing first
The free marketing audit checklist has 35 yes or no questions across 7 areas. It takes 10 minutes and shows where to look first.
Watch: the 7 step marketing audit every business owner should run
This is the audit process I use with business owners. It covers brand, competitors, SEO, paid ads, content, analytics, website conversion and team. Use it to find waste before you spend more.
In this video:
- How to check your brand and competitors first.
- How to spot waste in paid ads, SEO and content.
- Why your team set up decides what you can fix.
Most marketing problems are invisible until they cost you
Business leaders rarely spot the marketing issues draining their revenue. The people running the activity are often too close to it — or too cautious — to call it out. An independent audit changes that.
Money is going into Google Ads, Meta or LinkedIn without a clear picture of which campaigns are generating profit. Clicks and impressions are not revenue.
Visitors are arriving but not becoming customers. The pipeline looks busy. Conversion rates at each stage are not being measured or improved.
Marketing and sales work separately. Messages do not align. There is no agreed definition of a qualified lead — and marketing is not held to commercial outcomes.
Different channels, different messages, different tone. Prospects cannot form a clear picture of who you are or why they should choose you over a competitor.
Analytics tools are configured but not tracking what matters. Decisions are made on incomplete figures that look right but are not.
There is no shortage of activity — social posts, email campaigns, ads. But there is no documented strategy connecting any of it to business goals or financial targets.
Not a report. A diagnosis.
A marketing audit is an independent review of everything that drives — or should be driving — commercial growth. It covers strategy, channels, data, team, and spend. The output is not a document full of observations. It is a prioritised plan: what to fix first and why.
Most businesses run marketing for years without stopping to ask whether it is working. They inherit agency relationships, platforms, and processes without questioning whether they are the right ones. A marketing audit gives you an independent view from someone with no stake in the current setup.
What makes an audit useful is not how thorough it is — it is how honest it is. An external auditor with hands on experience across multiple sectors spots patterns that internal teams miss, either because they are too close to the work or because raising issues internally carries a cost.
My audits draw on direct experience across Ecommerce, Retail, Financial Services, B2B SaaS, Energy, Charities, Pharmaceuticals, and Luxury — enterprise brands and ambitious SMEs. That cross sector experience is what separates a checklist review from a commercially useful one.
I find where revenue is being lost and tell you how to fix it. That is the only thing a marketing audit should do.
— Femi Olajiga, CXConversion
10 areas. One commercial picture.
The Marketing Audit covers every lever connecting marketing activity to business outcome. Each channel audit sits within this broader framework — so you get a full picture, not a channel review in isolation.
Does your marketing have a documented plan aligned to financial targets? Is there a clear vision shared across the organisation — with agreed goals and target dates?
Is your brand proposition clear, consistent, and differentiated? Do your logo, messaging, colours and tone work consistently across every touchpoint — or is there drift?
Are your paid channels generating profitable customers — or just spend? What does your cost per acquisition actually look like, and is your targeting where it needs to be?
Can your target customers find you? Is your website built to rank for the terms that drive qualified traffic — or just any traffic? Are there technical issues costing you rankings?
What happens to visitors after they arrive? Are your landing pages, forms and checkout flows built to convert — or are you paying to drive traffic that leaves without acting?
Are your analytics tools accurately tracking conversions, attribution and customer behaviour? Are decisions being made on reliable data — or figures that look right but are not?
Are you generating enough high quality leads to hit your growth objectives? Is there a visible pipeline with a defined conversion process — and is conversion rate being measured at each stage?
Are your CRM, email, ads and analytics tools integrated — giving you a single view of the customer? Are you using AI effectively, with guardrails in place to protect data and brand quality?
Is there a retention strategy in place? Are you measuring customer lifetime value and actively working to improve it? Do you know which customers are at risk before they leave?
Are you measuring cost per acquisition and return on marketing investment? Is the budget reviewed against clear objectives — and does every agency relationship have defined success metrics?
From discovery to roadmap in four steps
No lengthy onboarding. No junior team doing the work. You deal directly with me from the first call to the final debrief.
45 minutes. Your business, your goals, your current marketing, and the specific problems you need solved. No pitch. Just questions.
We agree which areas are most relevant to your situation. You get a clear scope and timeline before anything starts — no surprises mid-process.
I work through every agreed area hands on — your data, channels, spend, messaging, and team structure. I ask for access. I look at the actual numbers.
You receive a prioritised roadmap, not a report. We walk through findings together in a live session. You leave knowing exactly what to fix first and why.
Every audit is delivered as a commercially prioritised action plan — a ranked set of fixes with expected impact and implementation guidance for each one.
- ✓Full written audit findings across every reviewed area
- ✓Prioritised roadmap ranked by commercial impact
- ✓Live debrief session with Femi — not a junior team member
- ✓Quick wins for the next 30 days and strategic fixes for the next 90
- ✓Optional: implementation support and ongoing fractional CMO engagement
Need someone to lead the fixes?
Some businesses want the roadmap and run it in house. Others want a senior lead to own it. If that is you, see how I work as a fractional CMO, or as a growth marketing consultant on a fixed project.
achieved within 90 days
optimised for enterprise clients
9 sectors in 16+ years
Questions business leaders ask
What is the difference between a marketing audit and a fractional CMO? +
A marketing audit is a one time independent review — strategy, channels, spend, data, and team — with a prioritised roadmap as the output. A fractional CMO is an ongoing senior leadership role: I become your CMO on a part time basis, owning strategy, directing the team, and being commercially accountable for results. The audit is the right starting point. It gives both of us a clear picture before committing to anything further.
How long does a marketing audit take? +
A full 360 audit typically takes two to three weeks from access to debrief, depending on the scope. Focused channel audits — paid media, SEO, CRO, analytics — can be completed faster. Timelines are agreed before we start, and I do not extend the process unnecessarily.
Do I need a marketing team already in place? +
No. I work with businesses at every stage — from founders with no internal marketing resource to established teams of ten or more. The audit and any fractional CMO engagement are structured around your actual situation, not an assumed starting point.
What access do you need to run the audit? +
Typically read access to Google Ads, Meta Ads, GA4, and any other active platforms. For brand or strategy reviews, I will need to see existing plans, briefs, and agency contracts. All access is treated as confidential and can be revoked the moment the engagement ends.
How is this different from hiring a marketing agency? +
Agencies execute. They run campaigns, produce content, and manage budgets. A marketing audit and fractional CMO work at a different level — strategy, prioritisation, and commercial accountability. I have no platform bias, no retainer incentive, and no interest in keeping you dependent on ongoing spend. The aim is to fix your marketing, not to manage it indefinitely.
Which sectors do you work in? +
Ecommerce, B2B SaaS, Financial Services, Retail, Energy and Utilities, Pharmaceuticals, Charities, and Luxury and Fashion. My client roster includes Harrods, Nationwide, Aviva Investors, Bacardi, OVO Energy, Macmillan Cancer Support, and 35+ others. That cross sector experience shapes the quality of every audit I deliver.
Where to go next
These fix the problems that often show up next. Or read more about me first.
Stop guessing. Start knowing.
A marketing audit tells you where your marketing is working, where it is not, and what to do about it. Book a discovery call — no commitment, no pitch, just a straight conversation.
Or call directly: +44 (0)7568 091722