1. Start with the conversion hierarchy
List every conversion action currently used for bidding. A demo request and a page view cannot both tell the platform what a buyer looks like.
- Keep only commercially meaningful primary conversions
- Check attribution windows and duplicate events
- Verify that CRM outcomes can return to the platform
2. Separate demand capture from demand creation
Brand search, remarketing and existing demand will usually look cheaper. Report them separately before deciding which campaign is creating growth.
- Split brand and non-brand reporting
- Check PMax brand exclusions
- Review audience overlap and retargeting share
3. Inspect the creative learning system
A winning ad is temporary. Check whether the account has distinct angles, evidence types and hooks—not just visual variations of one message.
- Map every live ad to one angle
- Flag creative older than eight weeks
- Record the reason each test won or lost
4. Close the sales feedback loop
CPL is incomplete until sales labels lead quality. Add a weekly view of qualified rate, opportunity rate and pipeline value by source.