The Paid Media Leakage _Scorecard_
AdGenius / by LeadGenius
The Paid Media
Leakage Scorecard
Fifteen questions that surface where your B2B paid media budget is leaking — before you spend another dollar scaling traffic.
15 questions~4 minutesNo account access required
The Premise
Most B2B paid media problems aren't top-of-funnel. They're middle-of-funnel — warm visitors who never get retargeted, demo pages that bounce at 67%, segments that never get built. More traffic doesn't fix any of it. This audit finds the leaks first.
The Audit
Answer honestly. "No" isn't a judgment — it's a flag. Most B2B marketing teams score between 7 and 10.
Progress0 / 15 answered
Pixel & Measurement
01 / 0301Do you have a first-party pixel installed on every page of your site — not just the homepage and demo page?
02Can you see visitor-level identity data (company, not just IP) on your highest-intent pages?
03Do you have a burn pixel that suppresses confirmed pipeline and closed-won accounts from paid ads?
04Can you tell me, right now, how many people visited your demo page in the last 30 days without converting?
05Are your UTMs structured so you can see which creative drives demos — not just which channel?
Retargeting & Segmentation
02 / 0306Do you have at least 3 distinct retargeting segments running — not one catch-all audience?
07Is your highest-intent segment (demo page non-converters) prioritized above generic site visitors in budget and frequency?
08Do your retargeting creatives reference the specific page or action the visitor took — or is it the same ad for everyone?
09Do you have a frequency cap in place so you're not burning the same person with 40+ impressions a week?
10Are you running ABM display against named accounts that have already visited your site — or just cold target lists?
Channel Mix & Landing
03 / 0311Is less than 70% of your paid spend concentrated in Google and LinkedIn combined?
12Have you tested at least one lower-CPM channel (Meta, Reddit, YouTube, programmatic) in the last 90 days?
13Is your primary demo landing page bounce rate under 55%?
14Does your demo landing page have the CTA above the fold and the value prop visible in 5 seconds?
15Have you A/B tested a landing page variant in the last 60 days?
Fifteen answered. Ready to see where you stand?
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