Send CRM pipeline back to your ad spend
Why ad platforms bid better when they see which leads became opportunities.
Free tool: pipeline check
A B2B pipeline health check in six questions
Six yes or no questions about how your ad spend, leads and CRM connect. Each "No" marks a likely leak between spend and qualified pipeline, so you know where to look first.
- About a minute
- No email needed
- Answers stay in your browser
At a glance
What the check covers
- Questions
- Six, each answered yes or no
- Areas
- Tracking, landing pages, lead follow-up and reporting
- Result
- A score out of 6, what it means and where to start
- Your answers
- Stay in this browser tab. Nothing you answer is stored or sent.
The check
Answer six questions
Pick Yes or No for each. Your score and what it means show after the last answer.
Pipeline check
Six questions, one minute
- Every paid campaign has a CRM campaign ID
- You can see pipeline (not just leads) by channel
- Landing pages have one goal and no navigation
- Form leads get a reply within one business day
- UTMs follow one naming convention
- You review spend vs. pipeline at least monthly
0 of 6 answered
Your result
How to read your score
Each "Yes" adds one point. The bands say where to look first, not how you compare with other companies.
Strong foundations
Score 5 or 6
Tracking and follow-up are in place. The next gains usually come from channel mix and offers, which need your real numbers to judge.
Leaks likely
Score 3 or 4
Some spend or leads are probably lost between the click and the CRM. Start with the questions you answered "No", in the order below.
Flying blind
Score 0 to 2
Nobody can yet see which spend creates pipeline. Fix tracking first, because every other change depends on it.
Method
What each question checks
The six questions come from the pipeline lens of our free growth diagnostic. Here is why each one matters and what a "Yes" looks like.
Question 1
Every paid campaign has a CRM campaign ID
- Why it matters
- Without a shared campaign ID, the CRM cannot tie an opportunity to the campaign that started it, so budget decisions rest on the leads each ad platform reports about itself.
- A Yes looks like
- Each campaign in Google Ads, LinkedIn or Meta maps to a campaign in the CRM, and new contacts are tagged with it when they are created.
Question 2
You can see pipeline (not just leads) by channel
- Why it matters
- Lead counts reward cheap form fills. Pipeline by channel shows which spend turns into qualified opportunities that sales accepts.
- A Yes looks like
- A report that shows opportunities and pipeline value by source channel, refreshed at least once a month.
Question 3
Landing pages have one goal and no navigation
- Why it matters
- Every extra link is another way to leave before the form. A page with one action keeps paid visits on the step you paid for.
- A Yes looks like
- Paid traffic lands on a page with one form or booking action, and the main menu is removed or cut back.
Question 4
Form leads get a reply within one business day
- Why it matters
- Interest fades after a form is sent. A slow reply loses meetings the ad spend has already paid for.
- A Yes looks like
- Every new lead has an owner and a reply target, with an alert when a lead waits too long.
Question 5
UTMs follow one naming convention
- Why it matters
- Mixed spellings split one campaign into several rows, so reports undercount what works and overcount what does not.
- A Yes looks like
- One written convention for source, medium and campaign, used by everyone who builds links and checked before launch.
Question 6
You review spend vs. pipeline at least monthly
- Why it matters
- Budget only moves toward what works when someone compares spend with pipeline on a fixed rhythm and acts on it.
- A Yes looks like
- A monthly review of spend against qualified pipeline by channel, with the decisions written down.
How the score works
Every question has the same weight, so the score is the number of "Yes" answers out of six. The check is a self-assessment: it reads nothing from your accounts and gives no benchmark.
Your answers never leave the page. If you allowed analytics, we count that a check was finished and its score, never the answers. The free growth diagnostic goes further with your real data and gives you the top 3 findings in writing.
FAQ
Questions about the pipeline check
Anything else? Ask it on the diagnostic call, or write to [email protected]. We reply within one business day.
No. The check runs in your browser and your answers stay there. If you allowed analytics, we count that a check was finished and its score, never the answers.
Find your biggest pipeline leak
A 30-minute call, then your top 3 findings and a 30-day fix plan in writing within 2 business days.
Book a free growth diagnostic
No pitch and no commitment. You keep the findings.