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. Note changes in budget, capacity, and offers when reviewing performance.
Review budgets, bids, destinations, and targeting after importing an account. Settings should not be assumed to behave identically across platforms. Save a baseline before replacing an existing approach.
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. Investigate unexpected changes before recommending more spend.
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. Review the full journey before blaming or expanding one channel.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities