
A routine review
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.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Agree whether the evidence supports keeping, changing, or stopping the approach.
- A written brief
- Named responsibilities
- Agreed review points




