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. Look at what happened after the initial visit or interaction.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Document what was tested and what the team learned.
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. Review the full journey before blaming or expanding one channel.
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