Turn the promise into a deliverable someone can inspect
'Manage performance marketing' can hide several different jobs: preparing the offer, producing assets, running campaigns, maintaining the Landing Page, receiving inquiries, integrating CRM and reporting sales progression. Name the included work and its dependencies before comparing proposals.
For every deliverable, record a responsible role, an approver, required inputs, evidence of completion and the treatment of a blocked dependency. A launch date depends on the actual project plan; this guide does not set a standard turnaround or promise that an agency can control every later sales outcome.
Verify account access and billing responsibilities separately
Create an inventory of advertising accounts, Analytics properties, GTM containers, domains, Landing Pages and CRM integrations. Record the organisation responsible for each asset, the current administrator and what access is needed for the assigned work. A screenshot of a dashboard is not evidence that the business can administer the account.
Google Ads permissions differ by access level and manager-account relationship. Check the real permission needed for a task rather than assuming campaign access includes user administration or every billing function. Document media billing, agency fees and any production or software costs as separate items.
Primary reference: Google Ads: account access levels and manager capabilities
Agree what the report will count
Define a unique inquiry, a duplicate, an invalid contact, a project-fit decision and each later CRM stage. Name who records the outcome, what evidence supports it and which inquiry cohort the report covers. Contact attempt, successful contact and project qualification are different facts.
Agree a response process that the team can actually operate, including out-of-hours arrivals and reassignment. An unreachable number is not automatically fraudulent; a person can be unavailable when called. Document the investigation route and any commercial dispute process rather than assuming a universal credit or replacement entitlement.
If an agreement refers to a lead-quality threshold or incentive, the denominator, time window, exclusions and source of truth must be explicit. Numerical targets need a commercial basis agreed by the parties; this article supplies no benchmark contact rate or promised acquisition-cost reduction.
Use acceptance evidence that matches the assigned work
The table is an operational review example, not contract wording. It separates proof that an agreed task was delivered from a claim that it caused additional revenue. Legal drafting and enforceability belong with the parties' authorised legal advisers.
- Google Ads for Real Estate Developers: Plan the Campaign Before Launch
- Meta CAPI for real estate: event identity, CRM milestones and validation
On smaller screens, scroll the table horizontally to read all columns.
| Work area | Evidence to request | Dependency to assign |
|---|---|---|
| Campaign launch | Approved offer, settings record and destination check | Who approves claims, pricing and assets |
| Inquiry receipt | A permitted test showing successful receipt and a unique record | Who maintains the form and receiving system |
| CRM integration | Stage mapping, accepted/rejected records and retry ownership | Who maintains credentials and fixes failed imports |
| Reporting | Definitions, dates, cohort boundaries and reconciliation notes | Who completes sales outcomes |
| Change control | Requested change, reason, approver and deployment record | Who can authorise budget or scope changes |
Plan continuity while the working relationship is healthy
List the files, campaign history, measurement definitions, asset licences, integration documentation and outstanding issues that the next authorised team needs. Identify expiring subscriptions and dependencies managed by a particular individual. Transfer secrets through the organisation's approved secure process, not a public report or shared example worksheet.
Review Analytics access at the relevant account or property level, including inherited roles and data restrictions. Coordinate any access changes with a continuity plan; do not remove the only working route to an integration before its replacement is tested.
Use the blank review worksheet below to record evidence references, responsible roles and acceptance questions. It is a working review aid with no preset penalties, deadlines or performance scores.
Primary reference: Google Analytics: access roles and data restrictions
Frequently asked questions
Choose the next step for your project review
- Compare CPQL and advertising spend per contract
- Review calculation definitions and limits
- Read the GPR Property experience in context
For a campaign, lead-quality or measurement review, begin with the project objective and aggregate figures for the same period. Deliverables, timing and fees depend on the assessed scope; outcomes are not guaranteed.
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