
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Record the date, reason, and owner of important changes.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Use the findings to update the brief for the next stage.
- A written brief
- Named responsibilities
- Agreed review points




