
Intent-led structure
Group campaigns around services and customer needs. Separate unsuitable searches with reviewed exclusions rather than one catch-all campaign. Look for gaps between what the business offers and what visitors understand.
Check the offer, landing page, contact delivery, and measurement before spending. A broken destination makes campaign optimization meaningless. Verify the next step while there is still time to correct a problem.
- A written brief
- Named responsibilities
- Agreed review points




