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. Keep the original result alongside the updated version.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Note changes in budget, capacity, and offers when reviewing performance.
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. Separate a measurement error from a change in customer behavior.
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