
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Keep a short record of common questions and objections.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Check that a visitor can find the next action without guessing.
- A written brief
- Named responsibilities
- Agreed review points




