Overview
Combined view across both accounts · Data from FW-09 audit (10 Aug 2026) · Live feed pending
Audit
Combined Spend
£51.7k
TFM £23.3k · FWG £28.5k /mo
Audit
Reported Conversions
~369
TFM figures unreliable
Audit
Cross-account Waste
£11.4k
Self-competition each month
Audit
Best CPA Found
£38
FWG Distinct Cremations
Audit
Worst CPA Found
£1,249
FWG Generic Cremation
Sales Funnel
Paid traffic only · Google Ads data from audit · Live feed pending for lower stages
1 · Traffic
£51.7k
Combined ad spend / mo
Google Ads
Meta
Organic
Email
Audit data
2 · Leads
—
Calls + form enquiries / mo
Aircall
Form fills
Access pending
3 · Quotes
—
Quotes sent / mo
HubSpot CRM
Access pending
4 · Sales
—
Instructions won / mo
HubSpot CRM
Access pending
5 · Revenue
—
Revenue from digital / mo
HubSpot CRM
Access pending
When Aircall + HubSpot access is granted, every stage populates automatically. You'll see exactly where leads are dropping off and what each channel costs per sale.
Channels
Google Ads
Audit data
Meta Ads
Access pending
Meta Business Manager access needed
Request access: BM Admin + Ad Account Admin
Email
Access pending
HubSpot access needed to unlock email data
Request access: HubSpot Super Admin
Pipeline & Sales
Access pending
HubSpot CRM + Aircall needed for pipeline view
Will show: Lead → Qualified → Quoted → Won by source
Open Issues · Google Ads
View full audit →
TFM
Critical
ClickGUARD Exclusion Event corrupting all TFM CPAs — every blocked click fires as a conversion. All TFM data unreliable until fixed.
Both
Critical
Cross-account £11,358/mo conflict — TFM and FWG bidding against each other on competitor queries, self-inflating CPCs.
FWG
Critical
Generic Cremation: £1,249 CPA, 1.5 conv/month — worst campaign across both accounts. Pause immediately to free £1,874/month.
FWG
High
3 campaigns losing 80–82% impressions to rank — tCPA targets too low. Generic Funerals, Plans, and Cremation Plans running at 18–44% IS.
TFM
High
Geographic Cremations: £79 CPA, spending only £158/month — highest-intent campaign in TFM account is severely underfunded.
Recent Reports
All reports →
Google Ads FW-09 Dual-Account Audit — The Funeral Market & Funerals With Grace
6 critical failures · £51.7k combined spend · 8+1 Essentials assessed across TFM & FWG
10 Aug 2026
View →