Review geographic settings
Check the areas the business genuinely serves and how location settings affect who can see the ads. Read the actual campaign settings rather than assuming a city name alone limits all delivery. Keep enough history to separate a planned test from an unrelated change.
Review budgets, bids, destinations, and targeting after importing an account. Settings should not be assumed to behave identically across platforms. Record the date, reason, and owner of important changes.
Conversion definitions
Distinguish a submitted form from an accepted lead or sale. Check event triggers and duplicate counts before using them to judge or automate performance. Keep the next decision tied to evidence the team can verify.
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Include sales follow-up when reviewing the quality of inquiries.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities