The playbook
Local Advertising: Review Process
A useful local advertising review ends with a supported decision for each item examined. Define the evidence required before opening the report: service area, offer, local detail, inquiry origin. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Use the business's real service coverage and qualification feedback to refine the campaign. A geographic setting does not eliminate the need to explain eligibility on the page. Route inquiries to someone who can confirm availability for the requested area.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Confirm coverage eligibility and local buying needs | Is the supporting service area current and traceable? |
| Create relevant messages and accurate local landing details | Does offer support the decision being made? |
| Review inquiries from outside the intended area | Can the next owner verify inquiry origin? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to assuming geographic settings eliminate every unsuitable inquiry. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, use qualification feedback and clear coverage language. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected campaign or conversion record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to qualified inquiries inside service coverage using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Keep advertising spend, platform-reported conversions, and confirmed business outcomes distinct. Different platforms may claim credit for the same sale. A combined report needs reconciliation or a clear explanation that figures cannot be added.
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