MondayMorningRhythm:Audits,Reviews&Cross-ChannelStrategy

The Monday morning sync

Monday morning started as it always does, with an internal team meeting. We go around the room, talk through how last week went, flag what's coming this week, and share the highs and lows. It's not a performance review. It's not a status update dressed as a meeting. It's a genuine check-in, the kind where someone can say "that campaign is doing my head in" and someone else can offer to pair on it.

These calls matter more than most people think. When you're deep in accounts all day, it's easy to lose perspective. Hearing what others are seeing across different brands, different verticals, different stages of maturity. That's where the pattern recognition happens. Half our best ideas come from someone saying "we had the same issue on another account and here's what worked."

Lipscore catch-up

After the sync, I hopped on a call with the team over at Lipscore. They're our go-to reviews partner, and every conversation with them reminds me how much underappreciated leverage sits in review data. Star ratings, seller ratings, product reviews. These things directly affect click-through rate in Shopping, and most brands treat them as an afterthought. We don't.

Weekend audit wrap-up

Over the weekend I'd been working on an audit for a large retailer. Today I ran over the numbers again with fresh eyes and put together what I think is a pretty watertight plan for shifting their account from a revenue focus to a profit focus. It's the kind of work that takes longer than people expect, not because the maths is hard, but because you need to understand the commercial context behind every number before you can recommend changes with conviction.

There's a follow-up call scheduled for Wednesday where we'll walk through the plan together. That's always the interesting bit. Taking the spreadsheet and turning it into a conversation about what actually changes in the business.

Cross-channel marketing call

The afternoon brought a joint marketing call with one of our clients and their social agency. Us, them, and the client's internal team, all in one room (virtually, at least). We discussed results from the last period, what's working, what isn't, and what we're going to try over the next couple of months.

The most useful part of the conversation was around funnel alignment. TOFU, MOFU, BOFU. Making sure the paid social activity at the top of funnel is actually feeding demand that we can capture efficiently through Shopping and Search at the bottom. Too often, these channels operate in silos. The social agency optimises for engagement, we optimise for profit, and nobody's looking at whether the whole system works together.

We also got into price elasticity. Specifically, how promotional pricing on social affects what people expect to pay when they land on the site via a Google ad. If someone sees a product at £30 on Instagram and then searches for it and finds it at £40, that's not just a conversion problem. That's a trust problem. Getting the pricing story consistent across channels is harder than it sounds, and it's one of those things that only surfaces when you get all the agencies in the same conversation.

The takeaway

Mondays set the tone. A good sync keeps the team sharp. A good audit gives a brand a roadmap they can actually follow. And a good cross-channel call reminds everyone that Google Ads doesn't exist in a vacuum. It's one part of a commercial system, and the system only works when everyone's pulling in the same direction.

Chris