Campaign Management
The channel we recommended firing
An honest audit that cut our own scope.
- Client
- Whitfield Property Group
- Year
- 2025
- Role
- Audit, reallocation
- Stack
- Meta Ads, LinkedIn Ads, GA4
- 1 Channel cut
- 12 mo Data reviewed
- 2 yr Retainer extended
01 The brief
A retainer covering four channels, one of which had never produced an attributable enquiry.
02 The brainstorm
The awkward thing about managing a channel is that recommending its removal reduces your own invoice.
I pulled twelve months and looked only at last-non-direct touch plus a holdout week where we simply switched it off. Nothing changed when it was off, which is about as clean a signal as this work ever gives you.
Saying so out loud is the whole job. A retainer that survives on a channel nobody can defend is not a client relationship, it is a countdown.
03 The build
A one-week holdout test, a written recommendation, and a reallocation plan for the freed budget.
04 The result
Channel cut, budget moved, enquiries went up. The retainer got smaller and lasted two more years.
