Six parts. Run them in order and the output is three findings, each with a monthly cost and one action. Anything that cannot carry a monthly cost is an observation, not a finding.

The point of the 20 minutes is to find which part of the account is losing money, not to produce a document.

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If you want AI to run this for you, get the skill file here:

https://drive.google.com/file/d/19Ojx7Ibbfu4zRkNke0Lg-hkwVIjW_1Hw/view?usp=sharing

</aside>

The four stages

1. Research & offer. Work out what each programme earns per student and where the budget should go. Use 4. Programmes with the fees, delivery cost and intake dates.

2. Landing page & tracking. Make sure the page converts on a phone and the account optimises towards enrolled students. Use 3. Conversion setup and scoring and part 1 of 5. Landing page and follow-up.

3. Ads & lead scoring. Cut the search terms that never enrol and score every enquiry before it is called. Use 2. Search terms and Enquiries.

4. Optimisation & follow-up. Call every enquiry back fast and report on students, not clicks. Use parts 2 to 5 of 5. Landing page and follow-up and 6. Monthly report.

Bonus section

The 20-minute audit

Run this first on any account, new or existing.

The run order

  1. Minutes 0 to 3, account shape. Spend by campaign, high to low. Campaign types in use. Brand separated from non-brand, or not. Any campaign under 10% of spend with its own budget.
  2. Minutes 3 to 7, search term waste. Output: flagged spend as a monthly figure. First number.
  3. Minutes 7 to 10, conversion setup. Output: which conversion action the account optimises towards, and how far that sits from an enrolled student.