// READ THIS FIRST
The useful part of a guide is what you can actually apply. The recommendations below focus on decisions, trade-offs and practical execution—not promises of guaranteed rankings, leads or returns.
// 01 — ECONOMICS
Start with business economics
Define customer value, gross margin, sales conversion rate and capacity before discussing target ROAS or cost per lead. Advertising targets should follow the business model.
Account control architecture
// 02 — AUDIT
Audit the account
Look for wasted spend, unclear objectives, duplicated targeting, weak negatives, irrelevant search terms and conversion actions that do not represent meaningful outcomes.
// 03 — TRACKING
Check conversion tracking
Ask which actions count as conversions and how calls, forms, purchases and qualified leads are distinguished. Duplicate or low-value conversions can distort decisions.
Search-term control loop
// 04 — QUALITY
Evaluate search quality
Search terms reveal what the market is actually asking for. A manager should show examples of useful queries, wasted queries and changes made in response.
// 05 — LANDING PAGES
Review landing pages
Ask whether the destination matches the promise in the ad. Strong targeting cannot rescue a page that hides the offer or makes contact difficult.
// 06 — REPORTING
Ask better reporting questions
Instead of asking only 'what was the ROAS?', ask what changed, why it changed, which leads became customers and what the next experiment is.
Tracking → optimization loop
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