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The Acquisition Audit

Two weeks. One document. No retainer required.

A diagnosis of your search and paid acquisition — what is broken, what it is costing you, and what to do about it in what order. You can execute it with us or hand it to anyone else.
Book the audit — $2,500
Credited to your first month if you continue

At a glance

Fee$2,500
Duration2 weeks
Your time~90 min
DeliverableWritten + walkthrough
Credited100% to month one

What is in it

01

Technical & content SEO audit

Crawl, indexation, site architecture, what ranks and what should.

02

Paid account & compliance risk

Category classification, verification status, disclosure exposure, what could get you shut down.

03

Keyword & demand map

Where the demand in your category actually is, and who currently owns it.

04

Tracking & attribution gaps

What you are measuring, what it is hiding, and the window it should be measured over.

05

Prioritised 90-day plan

Sequenced, costed, and honest about what you can do in-house.

The deliverable

See it before you buy it.

ILLUSTRATIVE SAMPLE
Acquisition AuditNORTHBRIDGE PAY (ILLUSTRATIVE) · SEPT 2026
1.0
Executive summary — the three things that matter

You are spending roughly $31,000 a month across Google and Meta to acquire a customer you cannot currently identify in your own reporting, while the highest-intent search demand in your category is served by two competitors and a comparison site. None of the three findings below is a content problem.

FINDING 01 Your UK launch has no route to paid search: you are not FCA-authorised, and the domain you plan to advertise is not on any register entry.
COSTING$14,200/mo of planned UK spend has nowhere to go. Google does not run financial services ads to UK users from an advertiser that is neither FCA-authorised nor on the register, and the October launch is built on paid.
DOSettle the route this week. Either secure approval from an FCA-authorised firm as an Approved Third Party, or establish in writing which exemption you fall under. Then check that your business details and every domain you will advertise match the FCA register exactly — a mismatch fails verification even when the authorisation is real.
EFFORT3–4 hours to assemble · the approval is not your calendar · §3.3
FINDING 02 Your 30-day attribution window is shorter than your 118-day median sales cycle, so organic is credited with 6% of pipeline it actually sources.
COSTINGNot a spend number — a decision number. Organic was cut 40% in the last budget round on reporting that structurally cannot see it.
EFFORT1 day · §5.3
FINDING 03 Eleven of your fourteen highest-intent terms have no page. The three that do are blog posts written for a different buyer.
COSTING~4,900 monthly searches at the vendor-selection stage, contestable on nine of eleven terms. You are buying this traffic at an $18.40 average CPC.
EFFORT6–8 weeks · §4.4, §6.2
ILLUSTRATIVE SAMPLE
Acquisition AuditNORTHBRIDGE PAY (ILLUSTRATIVE) · SEPT 2026
3.0
Compliance risk register

Eighteen items checked across four platforms and eleven landing pages. Two are live risks. Five have a deadline attached. The remaining eleven were checked and found sound — listed so you know what was examined.

CRITICAL · 2 WATCH · 5 CLEAR · 11

IDAREAFINDINGSEVERITY
C-01Market coverageUK financial services verification not started; FCA route undecided and the advertised domain is absent from the register entry.CRITICAL
C-02Landing pageRepresentative APR example sits inside a footer accordion. Platform rules require it visible, not behind a click.CRITICAL
C-03CreativeThree lead-form ads request annual revenue inside the ad unit rather than post-click.WATCH
C-05Product termsShort-term facility repayable in 74 days. Clears Google and Microsoft; not advertisable on Meta.WATCH
C-11DisclosurePhysical address, fee schedule and regulator references present and visible on all eleven pages reviewed.CLEAR
The day-count trap. The three platforms set different floors for short-term credit: 61 days or longer on Google, no repayment demanded inside 60 days on Microsoft, and anything repayable in 90 days or under banned outright on Meta. A 74-day facility sits in the gap. Designing to 91+ days would open all three channels — a product decision, not a marketing one, which is why it is raised here rather than in the plan.
ILLUSTRATIVE SAMPLE
Acquisition AuditNORTHBRIDGE PAY (ILLUSTRATIVE) · SEPT 2026
6.0
The 90-day plan

Sequenced by three rules: stop money leaving before bringing money in, unblock measurement before anything that needs measuring, and schedule anything with an external deadline backwards from that deadline.

DAYS 0–30STOP THE LOSS
  • Settle the UK verification route. It runs on an FCA-authorised third party’s calendar rather than yours, which is why this is day one and not day thirty. — your legal ops, 3–4h
  • Move the APR example above the fold on the two credit pages. — us, 2h
  • Join CRM closed-won to GA4 and extend the lookback to 180 days. Everything after this gets measured properly. — your data team, 1d
DAYS 31–60BUILD THE GAP
  • Two comparison pages against the terms in §4.2. These directly displace $6,100/mo of paid spend. — us, 3 weeks
  • Rebuild /pricing/ for the evaluation query it already half-ranks for. — us, 1 week
  • Author attribution and review process across the advisory library. — in-house, 2d
DAYS 61–90COMPOUND
  • Three problem-stage guides, compliance-reviewed in one batch rather than one at a time. — us + your compliance, 4 weeks
  • Reallocate displaced paid budget to the two terms organic cannot reach. — us
  • Weekly leading-indicator report live from week 9. — us
What we left out, and why. Link building, a blog cadence increase and a technical migration all came up and are all deferred. None of them changes a number inside 90 days, and two are hard to justify before the measurement fix lands.
ALSO IN THE FULL DOCUMENT  ·  SEARCH AND CONTENT AUDIT  ·  YMYL AND E-E-A-T EXPOSURE  ·  SEARCH DEMAND MAP  ·  MEASUREMENT AND ATTRIBUTION  ·  PLATFORM POLICY REFERENCE APPENDIX

This is a worked example, not a client engagement. Northbridge Pay is invented, and the figures illustrate the shape and depth of the deliverable rather than reporting real results. Your audit follows the same structure against your own accounts, site and market.

Fit

This is for you if

You are B2B SaaS or fintech between $1M and $20M ARR

You are spending on acquisition and cannot explain what is working

Your ad account has been disabled, or you are worried it will be

You are about to hire an agency and want a second opinion first

It is not for you if

You are ecommerce or direct-response

You are pre-revenue or pre-product-market-fit

You want someone to validate a decision already made

You need a monthly ROAS number on a four-month sales cycle

Book it, or ask a question first.

Two weeks from kickoff · fee credited to month one
Book the audit — $2,500
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