Review with business context
Group available search terms by relevant service, research intent, wrong location and clearly unsuitable requests. Ask the business about ambiguous terms before acting. A phrase that looks unhelpful to an outsider may describe a profitable specialist job.
Lead routing and exception handling
Inspect validation, duplicate checks, destinations and exception handling.
Apply changes deliberately
Check the effect of the proposed exclusion and its scope before adding it. Keep shared rules separate from campaign-specific decisions. Record the reason for the change so future reviewers can understand why it exists.
Check for unintended effects
Review enquiry quality and the remaining search activity after changes. Avoid judging success solely by a lower cost per click. The purpose is to improve suitable opportunities while preserving demand the business can serve.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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