Review geographic settings
Check the areas the business genuinely serves and how location settings affect who can see the ads. Read the actual campaign settings rather than assuming a city name alone limits all delivery. Record the starting conditions so comparisons remain fair.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Document what was tested and what the team learned.
Conversion definitions
Distinguish a submitted form from an accepted lead or sale. Check event triggers and duplicate counts before using them to judge or automate performance. Review the evidence behind a recommendation, including its limits.
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. Check whether customers received the information they needed to continue.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities