
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Review recent inquiries before making assumptions about demand.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Verify the next step while there is still time to correct a problem.
- A written brief
- Named responsibilities
- Agreed review points




