
Bid inputs
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Keep a short record of common questions and objections.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




