When this scope is useful
Use this scope when buyers actively search for your offer and you can test what happens after an enquiry. Separate lead generation from ecommerce orders.
If forms fail or CRM stages are undefined, repair measurement before judging campaign performance. An unclear offer also needs work outside the ad account.
Questions that distinguish the team
- Which queries indicate buying intent?
- Which actions are primary conversions, and why?
- How will rejected leads return to the account review?
Inputs before work starts
Offer, target market, landing pages, account access, sales-stage definitions and a sample of accepted and rejected enquiries.
Three ways to scope the work
These are buyer-side scope models, not an agency price list. Use the inputs, client responsibilities and exclusions below for each model.
01 / Diagnose
- Work
- Audit search terms, campaign structure and conversion events.
- Handover
- Prioritized account and tracking audit.
02 / Deliver a defined project
- Work
- Launch a bounded campaign with agreed pages, exclusions and test submissions.
- Handover
- Campaign map, change log and conversion-test record.
03 / Manage and improve
- Work
- Review query relevance, creative changes and qualified-lead outcomes over agreed periods.
- Handover
- Report connecting spend, enquiries and accepted opportunities without relabeling them as sales.
Acceptance and shared responsibility
A test enquiry arrives once, retains its source and reaches the correct owner. Reports state the conversion definition, period and treatment of duplicate leads.
Client responsibilities
Approve claims and pages, give access, and have sales return qualification reasons on a fixed schedule.
What needs separate agreement
Media spend, new landing-page production and CRM rebuilding are separate unless included in the signed scope.
Ask for a cost estimate based on the actual access, production volume, integrations and review cadence. A comparable price requires the same scope.
Take this into the brief
Service: Google Ads Inputs: Offer, target market, landing pages, account access, sales-stage definitions and a sample of accepted and rejected enquiries. Acceptance: A test enquiry arrives once, retains its source and reaches the correct owner. Reports state the conversion definition, period and treatment of duplicate leads. Questions: Which queries indicate buying intent? Which actions are primary conversions, and why? How will rejected leads return to the account review?
Common buying questions
Is a low CPL enough?
No. Compare the same lead definition and include acceptance by sales.
Can online ads be linked to later outcomes?
Ask for a documented offline-conversion workflow and an end-to-end test.
Evidence to examine
Evidence review
United Elite Group: inspect the advertising-to-CRM handoff
Two buying paths should not share an unexplained lead-quality rule. A homeowner enquiry and a professional partnership require separate definitions and routing.
Sources and review date
Sources read on: 2026-09-11. A source review is not an audit of the agency’s systems.