
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Use actual customer questions to check whether the plan is useful.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Review the whole path instead of judging one screen in isolation.
- A written brief
- Named responsibilities
- Agreed review points




