Keyword targeting that excludes
The negative list matters more than the keyword list, and almost nobody builds one.
Conversion tracking set up first
Calls, forms and clicks-to-call, all attributed. No tracking, no launch.
Ad copy written and A/B tested
Real testing with enough volume to mean something.
Landing pages that match the ad
The single biggest lever on cost per lead, and the one agencies skip.
Weekly performance reporting
What it cost, what it produced, what changed. In English.
Scales with your budget
Spend more when it works. The fee moves with the account, not ahead of it.