A practical starting point
Work through these checks in order. Use the results to decide what needs to change in your own workflow.
- Define the service and buyer the campaign is intended to reach.
- Choose a measurable outcome and validate its tracking.
- Connect campaign evaluation to lead acceptance and opportunity quality.
A software-development campaign should distinguish project enquiries from training or job requests.
A mistake to avoid
Do not optimize toward an easy event simply because it produces more conversions.
How to check progress
Review cost per accepted lead and the reasons enquiries are rejected.
Your action checklist
Use this checklist while reviewing your own setup. Checkmarks are temporary and stay in this open page.
Need the wider workflow?
This quick note covers one decision. For a worked example, decision table and a fuller implementation workflow, read Aligning search ads with landing-page intent.
Further reading
Official background resources for this topic. The workflow above is general guidance, not a guarantee of a particular result.
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