Lesson 5.1: Monday Morning Action Plan

By the end of this lesson, you'll have five specific actions you can take this week that don't require a dev sprint, a platform purchase, or a six-month IT project.

You don't need a new platform, a six-month project, or a perfect CRM integration to start thinking clearly about this. Here are five things you can do this week using nothing but judgment and a text document.

1. Export your conversion actions and circle every primary. For each one, ask: If this number goes up, does the business actually win? If the honest answer is no (or "sort of"), you have a naming problem, a role problem, or both. This is exactly what you did in Assignment 1. Now do it with fresh eyes on your actual account.

2. Write down one-sentence definitions for "lead," "qualified," and "opportunity" as your company actually uses them. Not the ideal definitions. The real ones. If you ask three different people and get three different answers, that's important information. Fix the definition before you fix the conversion action.

3. Pick one bridge metric you could stand behind if "qualified" is too thin this month. You're not making a permanent commitment. You're making a temporary decision with a clear rationale and a review date.

4. Change one report your stakeholders see regularly. Add cost per qualified or pipeline per dollar of spend alongside legacy CPL. Don't remove the old metric — just add context. Let it sit there for a month. Numbers have a way of changing conversations that lectures don't.

5. Schedule a 30-minute internal sync with sales, marketing, and whoever owns your tag container. You don't need to make any Ads changes before this meeting. You need to start the conversation. Bring your completed conversion map from Assignment 3. Ask the question: "If Google Ads could only optimize for one thing, what would actually move the business?"

And don't: launch three new campaigns to "fix quality" while the win condition is still wrong. Traffic work amplifies your conversion signal, for better or worse. Get the signal right first.