Define effective
Decide whether the campaign should support an enquiry, purchase or another specific action. Explain the offer and check its destination. Without a definition, a busy report may not help the business decide what to do next.
Review the handover
Ask enquiry owners whether conversations are relevant and what customers still need. Record creative and offer changes for context. If evidence is unclear, agree a focused test or pause. Do not assume that every business benefits from the same advertising approach.