Prepared for Steph Egger — Bankful
Paid Media
Proposal.
A phased engagement to fix your tracking foundation, validate your data, and build a paid media ecosystem you can actually trust.
What we heard
Your paid media is generating activity — but you can’t prove it. Three disconnected platforms (GA4, Atlas CRM, Bankful CRM) mean your CEO is reading numbers he can’t trust, and your PMax campaigns are optimizing against signals that may be completely unreliable. Before you scale spend, you need a clean foundation. That’s exactly what this engagement delivers.
The engagement
Independent assessment of your Google Ads account and GA4 property. We tell you what’s broken, what’s misconfigured, and what to prioritize — with our own conclusions before we compare notes with yours.
- Google Ads audit: PMax structure, bidding strategy, audience signals, search term coverage, competitor targeting quality
- GA4 audit: Event schema, conversion configuration, data stream integrity, cross-domain tracking gaps
- Click fraud assessment: Invalid traffic exposure given your high-risk merchant vertical
- Attribution gap analysis: Where the GA4 → Atlas → Bankful CRM handoff breaks down
- Priority matrix: Ranked list of what to fix first and why, with estimated impact per fix
- Delivered as a structured document your CMO and CEO can act from
Timeline: 2 weeks from access grant.
Fix everything surfaced in Phase 1. Establish clean, trustworthy tracking from ad click through form submission. Rebuild reporting so your weekly PPC numbers can be independently validated against GA4.
- GA4 rebuild: Correct event naming, conversion setup, and data stream configuration
- Google Ads tracking repair: Conversion actions, enhanced conversions, audience list hygiene
- GTM audit + fixes: Tag firing logic, trigger conditions, variable accuracy
- Click fraud mitigation: IP exclusion lists, audience exclusions, invalid traffic filters
- Reporting dashboard: Weekly PPC numbers validated against GA4, visible to your CMO and CEO
- Scope defined post-Phase 1 based on actual findings — no surprises
Once clean data is flowing and we have a reliable baseline, ongoing management of your paid media ecosystem — Google Ads optimization, expansion into LinkedIn, Reddit, and Meta, and monthly reporting your leadership team can stand behind.
- Google Ads ongoing optimization (PMax, search, retargeting, competitor)
- Expansion channel strategy and build: LinkedIn, Reddit, Meta
- Weekly performance reviews with actionable adjustments
- Monthly reporting delivered to CMO and CEO
- Ad spend billed directly to your accounts — not wrapped into our fee
Phase 1 timeline
Who’s on your account
Summary pricing
$4,500–$7,500 Phase 2 — scoped after findings
$5,000/mo Phase 3 retainer — if activated
Questions for Bankful
- What conversion actions are currently configured in Google Ads — form submissions, phone calls, or both? Are any of them imported from GA4?
- Has the Google Ads account ever had click fraud investigation or invalid traffic exclusions applied? Given your high-risk verticals, this is material.
- What does “activation” mean in the Bankful CRM — is it a manual sales step or triggered automatically? This shapes how we think about what’s attributable above the form.
- Is GTM currently in place, or are all tags firing natively through GA4 and the Google Ads pixel?