
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Bring sales questions into the brief so the work answers real concerns.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




