Is a business ready to try this channel?

Readiness needs evidence

An available advertising account is not proof that a business is ready to advertise. The business needs a coherent offer, a usable destination, a measurable outcome, an operational owner, and a budget it can responsibly authorize. The assessment is a decision document, not a sales technique designed to make every prospect qualify.

Create three columns: what we know, the evidence, and what remains unknown. A published shipping policy is evidence of a stated policy; it is not proof that every order ships on time. A purchase event appearing in a test is stronger than a developer saying tracking should work. Be precise about what each piece of evidence establishes.

Walk the customer journey

Start at the proposed destination page. Can a first-time visitor understand the product or service, its price or inquiry process, relevant conditions, and the next action? Try the path at a narrow screen width. Record broken steps and unanswered questions. You are assessing the journey you can observe, not diagnosing private conversion data you have not been given.

Define one primary business event. For a retailer it might be a completed purchase. For a service business it might be a qualified inquiry, with a clear definition of qualified. A click or a product view is an earlier action, not the same as a customer. Identify who will implement and verify measurement, and what test evidence you need before relying on it.

Ask about constraints before a budget

The owner needs to provide the business economics and operational constraints you cannot infer from a website. Ask about product contribution, capacity, geographic coverage, the sales cycle, lead response, and a test budget. Unknowns stay unknown. A guessed margin combined with a guessed conversion rate produces a scenario, not evidence that the business can afford acquisition.

Record the agency fee separately from media spend and agree who can authorize each. Platform budget controls have specific meanings and can change; review the current guide instead of treating a daily delivery target as an unconditional total-spend cap. A platform minimum also does not establish a sufficient or sensible test budget for this business.

Choose a decision you can defend

Use one of three outcomes: ready to scope a pilot, resolve named prerequisites first, or do not recommend this channel at present. Attach a reason, an owner, and the next evidence needed. A conditional recommendation is more useful than a green score that hides a broken prerequisite. Your assessment cannot guarantee advertiser approval, customer demand, or campaign performance.