
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Look for gaps between what the business offers and what visitors understand.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




