Check data before changing bids
Broken tags, duplicate actions, and altered definitions can distort campaign decisions. Verify measurement when performance changes unexpectedly before changing targeting or bidding to solve the wrong problem. Keep enough history to separate a planned test from an unrelated change.
Increase coverage after checking costs, inquiry quality, and capacity. Expanding keywords or regions should have a stated reason. Name an owner for each task so requests do not get lost.
Make the plan fit your market
Target only the parts of Brighton and nearby areas the business can serve. Review where inquiries actually originate, the hours calls can be answered, and whether the offer suits the local audience before increasing spend. Keep contact and availability details current for the Brighton market.
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. Keep private account details out of public briefs and examples.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities