
Meaningful exclusions
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Use recent customer feedback to challenge an unclear message.
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




