Most small businesses waste money on marketing that doesn't work — not because they're bad at marketing, but because they've never stopped to measure what's actually performing. Here's a 30-minute framework I use to audit marketing for Australian SMBs. You can do this with a spreadsheet and your existing analytics. Step 1: List Your Active Channels (5 min) Write down every channel you're actively using: Social media (which platforms?) Email newsletter Google Ads / Meta Ads SEO / blog content Referrals / word of mouth Directory listings Local events / sponsorships The question: Are you on channels because they work, or because someone told you to be there? Most businesses are on 5+ channels but only 1-2 are actually driving leads. Step 2: Track the Money (10 min) For each channel, fill in three numbers: Channel Monthly Spend Leads/Month Cost per Lead Facebook Ads $500 10 $50 Google Ads $300 15 $20 SEO/Blog $0 5 $0 Referrals $0 8 $0 Include time cost.…