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.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Keep the original result alongside the updated version.
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. Review the evidence behind a recommendation, including its limits.
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. Check that the next step is realistic for the people being reached.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities