
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Save a baseline before replacing an existing approach.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Leave the team with a decision, an owner, and a review date.
- A written brief
- Named responsibilities
- Agreed review points




