Know where to invest your marketing budget and what to improve.

What the role involves

The work gives your website, SEO and campaigns a shared framework: which objectives to track, which accounts to review, who decides and who makes changes. Depending on your organisation, Gloria prepares recommendations or coordinates agreed work with existing providers. The scope identifies the channels actually covered.

The role may involve running campaigns, coordinating specialists or helping the business owner decide where to invest. The responsibilities depend on your organisation and should be clear before work begins.

Recognise a coordination problem

You may have several providers using different definitions of a conversion, or no clear way to connect enquiries with sales. In that situation, the first problem is not necessarily a lack of traffic.

If enquiries are plentiful but outside your service area, the useful discussion brings targeting, page content and sales qualification together. It ends with named owners for the changes.

Set out how decisions are made

Scope

Which offers, channels, accounts and budgets are covered?

Authority

Who approves spending and who implements it?

Production

Who creates the pages, ads and other material?

Information

Which sales data are available, and when?

Review

What meetings, reports and decisions are expected?

Shared definitions make the dashboard useful. Without them, two channels can appear comparable while measuring different actions.

Look beyond traffic volume

Clicks and their cost describe one part of acquisition. Relevant enquiries, conversion to sales and margin help describe its value where the business can track them.

Attribution remains imperfect. A prospect may use several channels, and a sale may happen after the reporting period. Those limits belong in the interpretation.

Start at the scale your business needs

For a small business, one clear offer, a campaign and a simple feedback process may be enough. See how we scope Google Ads work.

Broader coordination requires a separate proposal defining the skills, availability and relationship with your team. It is not assumed to be included in a website project.