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. Explain why a change was made, not just when it happened.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Explain why a change was made, not just when it happened.
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. Separate unsuitable inquiries from failures in the response process.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities