A practical starting point
Work through these checks in order. Use the results to decide what needs to change in your own workflow.
- Identify the buyer, decision process and available creative capacity.
- Select a small number of channels with a clear hypothesis.
- Set a review point based on meaningful evidence.
A specialist B2B firm may learn more from focused search content and professional outreach than scattered daily posting.
A mistake to avoid
Do not spread effort across every platform simply to appear active.
How to check progress
Measure qualified conversations per unit of effort as well as paid cost.
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.
AI-assisted editorial content. Examples are illustrative, not client case studies. Read our editorial policy or report a correction.