
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Use dated records rather than relying on memory at the next review.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Keep the next round of work small enough to assess clearly.
- A written brief
- Named responsibilities
- Agreed review points




