A lead generation campaign is getting leads at double the target CPA. Walk me through how you would diagnose and fix it.

What the interviewer wants to hear

• Checks tracking first
• Breaks the funnel into CPC, CTR and conversion rate
• Looks at segments such as audience, device, placement and keyword
• Checks landing page and lead quality
• Makes changes one at a time and measures

Model answer

First I confirm tracking is working, because a broken tag can make CPA look high. Then I break CPA into its parts: CPC and conversion rate. If CPC rose, I check auction competition, quality or relevance scores and bidding changes. If conversion rate fell, I look at the landing page speed, form and message match. Next I segment by device, audience, placement, keyword and time. Often a few segments waste most of the budget, for example irrelevant search terms or low-quality app placements, so I add negatives or exclusions. I also check creative fatigue on social. I speak with sales about lead quality, since a cheap lead that never buys is worse than an expensive one that does. I make changes in small steps and review results after enough data so I know what actually helped.

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