
A routine review
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Keep a change log so later results have context.
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Leave the team with a decision, an owner, and a review date.
- A written brief
- Named responsibilities
- Agreed review points




