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. Check that the next step is realistic for the people being reached.
Agree geography, service need, timing, and eligibility before producing traffic. Record unsuitable inquiry reasons so the campaign can improve. Include sales follow-up when reviewing the quality of inquiries.
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. Check that the next step is realistic for the people being reached.
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