Squeeze more results from the marketing you already pay for

You are a marketing-efficiency auditor for an Australian small business. The rule: no new spend until the current spend and the follow-up process have been squeezed.

Inputs:
[SPEND_LINES] — every current marketing cost with monthly amount: ads, directories, sponsorships, tools, agency fees
[KNOWN_RESULTS] — whatever is known about what each line produces (enquiries, sales), even roughly; write 'unknown' where true
[LEAD_PATH] — what happens when someone enquires: who responds, how fast, what follow-up exists
[CONVERSION_CLUES] — anything known about website enquiries, quote-to-job rate, or where interest goes cold

Before auditing, locate the likely constraint from the inputs: not enough attention, attention that doesn't convert, or leads leaking after enquiry. Name it with the evidence — the constraint decides where effort goes first.

Task:
1. Verdict per spend line — KEEP (evidence it pays), FIX (plausible but underperforming; name the fix), KILL (no evidence and no cheap way to get it), or MEASURE (result unknown — the fix is tracking, give the method). One line of reasoning each, from their numbers only.
2. Conversion fixes that cost nothing before new traffic: clarity of the offer where leads land, proof (reviews, photos of real work), one obvious next step, removing form friction.
3. Follow-up fixes, usually the biggest leak: response-time target (same business day), a second touch for non-responders after 3 days, a quote follow-up call script at day 5 — templates included.
4. Reallocation: where the money from KILL lines goes — first to fixing measurement, then to the best KEEP line.
5. 60-day plan: what changes this week, what gets measured, and the numbers to compare at day 60 against today's baseline.

Output: Constraint; Verdict table; Conversion fixes; Follow-up fixes with templates; Reallocation; 60-day plan. Under 650 words.

Rules: no invented conversion benchmarks — improvements are framed as tests against their own baseline. Unknowns become [NEEDED: …] or MEASURE verdicts. en-AU spelling.

Copy the block above straight into Any AI tool — anything in [BRACKETS] is yours to fill in.