Use search terms as evidence
Actual search terms can reveal demand that a keyword list misses. Review relevance and inquiry quality, then use exclusions and clearer groupings to limit unsuitable traffic. Ask customer-facing staff whether the inquiries fit the offer.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Keep enough history to separate a planned test from an unrelated change.
Ad and page agreement
Carry the offer and expectation from the advertisement to the destination. A generic homepage may make a visitor work too hard to find the advertised service. Include sales follow-up when reviewing the quality of inquiries.
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Separate agency fees from advertising, software, and production costs.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities