What to decide first
Start with the business target, not the platform dashboard. A useful paid media audit connects spend, offer quality, margin, tracking and next action.
Checks before action
Check query quality, search terms, campaign exclusions, match type spread, landing page promise, conversion lag and the real value behind each conversion event.
Useful route
Document what can scale now, what needs a test, and what must pause until the measurement base is cleaner.
Partner disclosure
Some routes may include partner links. Editorial guidance and commercial paths are kept separate so readers can understand the next click.