Free Google Ads Audit Montgomery Alabama: A Local Campaign Guide

A useful Montgomery Google Ads audit connects each search to the market, mission, service boundary, and business outcome behind it. A manufacturer, aerospace supplier, government contractor, healthcare provider, bank, logistics company, university, restaurant, retailer, small business, or civil-rights attraction may all advertise in Montgomery, but they should not share the same audience definition, conversion event, landing page, or budget logic.

Montgomery is Alabama’s capital and a regional market shaped by government, military, manufacturing, automotive, aerospace, healthcare, education, finance, logistics, and visitor activity. The City of Montgomery’s overview points to the city’s educational institutions, attractions, riverfront, museums, civil-rights sites, and Hyundai manufacturing presence. The Montgomery Regional Chamber’s economic-development information describes continuing investment and activity across new and expanding industries. Those are useful hypotheses for an audit, not proof that any individual advertiser reaches every organization, employee, resident, traveler, or buyer in the area.

The practical market can be wider or narrower than the city boundary. A healthcare clinic may serve a River Region catchment area. An industrial supplier may sell throughout Alabama and the Southeast. A government or defense-focused firm may need carefully qualified business audiences rather than broad “Montgomery” traffic. A restaurant, retailer, event venue, museum, or tour operator may depend on downtown, Maxwell-Gunter, campus, neighborhood, highway, or visitor patterns. The audit should establish the actual operating map before it treats a city-wide average as a recommendation.

What a Montgomery Google Ads audit should prove

An audit is not a list of settings that look unusual. It is an evidence check against a defined Montgomery business question. For example, a healthcare advertiser may ask whether searches from the capital region produce appointments that the practice can accept. A manufacturing or aerospace supplier may ask whether campaigns reach procurement and engineering decision-makers rather than job seekers. A visitor business may ask whether people searching for Montgomery attractions, history, events, or riverfront activities become ticket buyers, reservations, or qualified enquiries.

The review should be able to answer five connected questions:

1. Are the campaigns eligible to reach the people and organizations the business can actually serve?
2. Do the ads and search terms express a useful Montgomery, River Region, Alabama, or broader-market intent rather than merely matching a place name?
3. Are conversions recorded at the point where a meaningful business action occurs, and can they be tied to later quality?
4. Does the landing page make the local offer, proof, eligibility, access, and next step clear?
5. Which correction or experiment is small enough to evaluate without obscuring the result?

Google’s location-targeting guidance is a useful technical reference, but it cannot decide whether a Montgomery boundary matches a clinic’s referral area, a supplier’s shipping territory, a contractor’s contract eligibility, or a visitor business’s seasonal audience. That decision belongs to the account owner and the evidence in the audit.

Define the boundary before reading performance

Write the service boundary in plain language before looking for a “best” radius or location setting. Record the places the business serves, the places it does not serve, the hours and seasons in which it can accept demand, and any qualification that changes the audience. “Montgomery” could mean the incorporated city, Montgomery County, the River Region, a set of ZIP codes, a drive-time area, a statewide market, or a national market with a local office. Those are different contracts.

For a local service, draw the map around delivery, staffing, licensing, referral, appointment, and travel constraints. For an industrial or business-to-business account, identify facilities, sales territories, shipping lanes, procurement regions, trade events, and job titles or company types that matter. For a government or defense advertiser, document whether the offer is a public service, a bid-related service, a recruiting message, or commercial work adjacent to Maxwell-Gunter and other installations. For tourism and hospitality, separate residents, day visitors, overnight visitors, event attendees, and people researching historical sites.

Then compare the declared boundary with the implementation. Check campaign locations, exclusions, location options, ad schedules, device behavior, language settings, audiences, and landing-page references. Google Ads settings can influence who is eligible to see an ad, but the account’s reports still need to show whether the resulting traffic is useful. A location name in a keyword does not prove that the person is physically in Montgomery or that the business can serve the request.

Audit Montgomery location targeting and service reach

Location is an operating constraint, not just an audience descriptor. A Montgomery campaign can waste budget in several directions: it can reach people outside the service area, miss people who are eligible but search from elsewhere, combine very different markets into one bid signal, or attract people who are nearby but have the wrong reason for searching. The audit should show which of those risks is present before recommending a new radius, a city list, or a campaign split.

Start by exporting location performance at the level that supports a decision. Depending on the account, that may mean city, county, ZIP code, region, radius, or a business-defined grouping. Keep the date range and attribution window visible. A small Montgomery account may not have enough observations to justify granular bid changes, while a statewide industrial or healthcare account may need to distinguish local demand from searches in Birmingham, Mobile, Huntsville, Atlanta, or other markets. Do not turn every place name into its own campaign simply because the report can display it.

Inspect four relationships together:

• Eligibility and presence: What location setting makes a person eligible, and does the account intentionally include people who show interest in Montgomery while living elsewhere? This matters for travel, relocation, events, contracting, and regional B2B demand, but it can be harmful when a business cannot serve remote enquiries.
• Location and query: Does the search show local service intent, a business category, a facility, a neighborhood, a military or government context, a visitor activity, a job search, or a research question? The same city can host all of those intents.
• Location and outcome: Are calls, forms, appointments, RFQs, quote requests, ticket purchases, reservations, orders, or qualified sales distributed in a way the business can act on? Click volume alone cannot answer that.
• Location and capacity: Can the team deliver the offer at the time and place implied by the click? A campaign may be efficient on paper while sending more requests than a clinic, contractor, plant, service crew, hotel, or event can handle.

The Google Ads location-targeting documentation should be read alongside the advertiser’s actual service policy. Document whether the account uses a city, county, state, radius, ZIP-code, or broader regional boundary; whether exclusions are present; and whether the location option matches the intended audience. If the account changed this setting during the audit period, separate pre-change and post-change performance rather than averaging across two different eligibility rules.

Match the audit to Montgomery business models

Montgomery’s mix of public administration, military activity, advanced manufacturing, automotive production, aerospace, healthcare, finance, education, logistics, small businesses, and tourism makes “local campaign” an incomplete description. The audit should classify the account by how a lead becomes valuable.

For a clinic, dentist, attorney, home-service company, or other local provider, measure travel distance, service eligibility, appointment availability, call quality, and no-show or cancellation patterns. A person near downtown or an east-side neighborhood may be a good prospect; a person farther away may also be valuable if the practice routinely serves the wider River Region. The location recommendation should follow patient or customer records, not a generic radius rule.

For manufacturing, aerospace, logistics, and other B2B advertisers, the relevant map may be a sales territory rather than a consumer catchment area. Separate searches for suppliers, equipment, engineering, procurement, contract work, employment, training, and general company information. A location modifier such as “Montgomery” can be useful, but so can searches for facilities, distribution, industrial capabilities, or Alabama-wide service. The landing page should state whether the company sells locally, ships regionally, supports a plant, or serves a national account base.

For a government-adjacent or defense-oriented advertiser, define what can be advertised and to whom. “Government contract help,” “federal jobs,” “base services,” and “military discounts” are not interchangeable intents. Review policy eligibility, qualification language, privacy handling, and the path from enquiry to a legitimate commercial outcome. Do not assume that a person who searches for a public agency or installation is a buyer for a private service.

For restaurants, retailers, entertainment, museums, hotels, tours, and civil-rights or history attractions, divide residents, commuters, event attendees, and visitors only when that distinction changes the creative, schedule, offer, or conversion. A visitor searching before a trip may be outside Montgomery at the time of the click but still be highly relevant. A resident searching for directions, hours, a free exhibit, or a school project may not be a revenue event. Use booking, ticket, reservation, order, or qualified enquiry data to make the distinction.

For education, recruiting, and small-business campaigns, check whether the account is trying to attract applicants, customers, partners, or employees. Montgomery’s universities, public institutions, local businesses, and employers create overlapping searches. The same keyword can produce a job seeker, student, vendor, resident, or buyer. Campaign structure and landing-page language should make the intended action obvious before the click.

Review Montgomery conversions, search terms, and campaign economics

After the map is clear, review what the account calls success. A Montgomery campaign can show a healthy click-through rate and still fail because it counts the wrong actions, hides poor query intent, or spends against an offer the business cannot fulfil. Look at the whole path: impression, click, landing-page engagement, contact, qualification, appointment or quote, sale or booking, fulfilment, and retained value where that information is available.

Bring the account data together with the business record rather than reviewing the Google Ads columns in isolation. For a local service, that might mean call recordings or dispositions, booked appointments, service areas, revenue, cancellations, and capacity. For a manufacturer or contractor, it may mean form completeness, company fit, product or capability requested, sales-stage progression, contract size, and time to close. For a visitor or hospitality business, it may mean ticket purchase, reservation, order value, arrival, cancellation, or repeat visit. The exact outcome differs, but the audit should name it.

Google’s conversion-tracking guidance provides the implementation reference. The local audit supplies the business definition: what action should be counted, what should remain a secondary signal, and which source owns the final truth. A click on a phone number, a form submission, a direction request, a calendar start, or a checkout start can be useful, but none is automatically equivalent to revenue or a qualified Montgomery lead.

Prove what counts as a conversion

List every primary and secondary conversion action used in bidding and reporting. For each one, record the trigger, owner, deduplication behavior, imported value if any, and the later event that confirms quality. This catches common problems such as counting the same call in several systems, treating every form completion as a qualified enquiry, importing a page view as a lead, or optimizing to an event that the sales team never sees.

The right conversion map depends on the account:

• A clinic may treat a completed appointment or an accepted new-patient call as primary, while an insurance check, directions click, or appointment-page view remains secondary.
• A B2B manufacturer, aerospace supplier, or logistics provider may need a qualified RFQ, capability discussion, or sales-accepted opportunity rather than an unqualified contact form.
• A financial or professional-services advertiser may need to distinguish a consultation request from an application, funded account, or compliant completed service.
• A retailer, restaurant, hotel, tour, museum, or event business may use a purchase, reservation, ticket, order, or confirmed booking, with menu views and map clicks treated as diagnostic signals.
• A school, training provider, or employer may need to separate an information request, an application started, a completed application, and an enrolled student or accepted candidate.

Compare the conversion action’s timestamp with the later business record. If Google Ads reports a large number of leads but the CRM, phone log, booking system, or order platform shows few qualified outcomes, the audit should investigate the gap before recommending more budget. Conversely, a low-volume campaign may be valuable if a small number of Montgomery or regional enquiries produce high-margin work. Volume is not a substitute for value.

Read Montgomery search terms by intent and local context

Review search terms in groups that reflect decisions, not just keywords. Tag representative queries as local service, product or capability, brand, competitor, research, directions, employment, student, public-information, visitor, support, job-seeking, or irrelevant. Then add a second tag for the business context: healthcare, manufacturing, aerospace, government, military, finance, education, logistics, retail, restaurant, event, or tourism. This makes it easier to see why a term is useful or wasteful.

Montgomery modifiers deserve careful interpretation. “Montgomery” can indicate a resident seeking a local provider, a traveler planning a trip, a vendor looking for a facility, a student researching a school, a job seeker, or someone searching for a public office. “Near Maxwell,” a neighborhood or a highway reference may express proximity, but it may also be navigational or informational. “Alabama” can signal a statewide market for an industrial supplier or simply broad research. Read the query with the ad, landing page, location, device, and resulting action.

Keep a query review sheet with columns for the exact term, campaign, ad group or asset context, location evidence, intended audience, landing page, conversion, qualification, and decision. A negative keyword should have a reason that will remain valid across the account. For example, excluding employment terms may be appropriate in a consumer service campaign but harmful in a recruiting campaign. Excluding “free” may remove low-value research in one account and a legitimate public or educational offer in another.

Use the Google Ads search terms report as evidence of what triggered delivery, not as a complete picture of demand. Search-term visibility and aggregation can vary, and a report does not identify every later business outcome. Sample high-spend and high-conversion terms, then trace them through the landing page and the owning system. The objective is a defensible decision about coverage, exclusions, ad copy, or campaign separation.

Compare spend with Montgomery economics and capacity

Spend should be interpreted against the economics of the offer and the capacity to fulfil it. A Montgomery healthcare practice may need to compare booked patients and payer mix with appointment supply. A manufacturer or aerospace firm may compare qualified opportunities with sales-cycle length, contract margin, and production or engineering capacity. A logistics company may compare lane, load, or account value with serviceability and dispatch constraints. A visitor business may compare bookings or tickets with seasonality, inventory, event dates, and cancellation rates.

Build a simple path from cost to outcome:

ad spend → qualified action → accepted opportunity → completed service or sale → net value

The chain should not imply that every business has all five fields. It shows where the evidence stops. If the account knows spend and form fills but not qualification, say so. If it has calls and revenue but no reliable campaign or keyword connection, mark attribution as uncertain. If the account uses imported values, document whether they represent revenue, gross margin, estimated value, or a scoring proxy.

The city’s economic-development materials and regional chamber information can help an analyst form sector hypotheses, such as manufacturing, logistics, finance, healthcare, small business, and visitor demand. They cannot supply an advertiser’s allowable customer acquisition cost, close rate, service capacity, or margin. Those must come from the account owner’s records.

Be cautious when comparing Montgomery with other cities. Different campaigns may have different offers, query mixes, brand awareness, competition, travel distance, seasonality, and conversion definitions. A lower cost per lead in one market may hide weaker quality; a higher cost per qualified industrial opportunity may be acceptable. Normalize the comparison by stage and business outcome before moving budget.

Check the landing page and the promise after the click

The landing page is where a Montgomery search becomes a real choice. A campaign can target the correct area and record conversions correctly, yet still underperform because the page is generic, the offer is unclear, the visitor cannot verify eligibility, or the next step does not match the ad. Review the page as a resident, regional buyer, traveller, procurement contact, patient, student, or applicant would see it—not only as the account owner who already knows the business.

For each important ad and query group, record the exact promise before the click and compare it with the first screen after the click. Does the page explain what is available in Montgomery, the River Region, Alabama, or the wider territory? Does it identify the intended customer or visitor? Does it state the service boundary, hours, access, parking or delivery information where relevant, pricing or qualification, proof, and the next step? If a B2B visitor needs a capability conversation or RFQ, a generic contact page is weaker than a page that explains capabilities, industries served, response expectations, and the information needed for a useful enquiry.

Location-specific relevance should be truthful and useful. Mentioning Montgomery in a headline does not make a page local if the offer, team, service area, or proof is elsewhere. Conversely, a statewide manufacturer or national contractor should not pretend to be a neighborhood service merely to improve a local keyword match. Explain the relationship between the city and the offer: a facility, office, delivery area, clinic, campus, service team, venue, event, visitor asset, or sales territory.

Check mobile rendering, load behavior, form operation, phone links, booking flows, privacy language, accessibility, and error states. A person searching from a phone near downtown, an industrial site, a campus, or a visitor destination may have limited time and a concrete need. A procurement or professional-services buyer may need to read technical proof and send a detailed enquiry. The same landing page may not serve both journeys; split the experience only when the difference changes the decision.

Separate technical defects from message problems

Classify each landing-page finding so the next owner is clear:

• Technical: the page does not load, a form fails, a phone number is not tappable, a booking or checkout breaks, tracking fires incorrectly, or a redirect drops the relevant context.
• Message: the ad promises a Montgomery service, capability, appointment, ticket, delivery, or response that the page does not confirm; the audience or qualification is unclear; or the call to action asks for a different commitment.
• Proof: the page lacks credible evidence such as service details, facilities, experience, case examples, accepted insurance or payment information, certifications, reviews, event information, or clear business identity where those details matter.
• Friction: the visitor must search for hours, location, access, delivery, pricing, qualification, availability, or contact details before deciding whether to continue.
• Measurement: a meaningful submit, call, booking, purchase, or qualified enquiry is not recorded reliably, or multiple systems count the same action.

Tie each issue to a query and outcome sample. “The page needs more local content” is too broad to guide a test. “Visitors from Montgomery searches for same-day service reached a page with no service area or response time, and calls were recorded as clicks but not qualified outcomes” is an auditable finding. That formulation also prevents an unnecessary redesign if the real problem is call handling or conversion tracking.

For a local professional or healthcare page, check whether the Montgomery address, service boundary, appointment path, parking or access guidance, and contact options are accurate. For a manufacturer, aerospace supplier, or logistics page, check capability language, facility or territory context, certifications, product fit, shipping or response expectations, and the RFQ path. For tourism, hospitality, retail, and events, check dates, availability, ticket or reservation flow, directions, accessibility, and what happens after the click. The page should reduce the uncertainty that caused the search.

Prioritise findings and verify the next change

An audit becomes useful when it turns observations into a short sequence of decisions. Do not rank every unusual setting as a problem. Rank findings by the connection between evidence, likely impact, confidence, and reversibility. A broken form that prevents Montgomery enquiries from reaching the team is different from a possible campaign split that lacks enough data. A location exclusion that removes an important service area is different from a weak impression-share theory. The order should reflect what can be proven.

Use a finding register with at least these fields:

This does not require a score invented for every account. If a row cannot be supported, mark the uncertainty rather than creating a numerical priority that appears more precise than the evidence. “High impact” should mean that the contract or business outcome is materially threatened, not that an analyst finds the issue interesting.

When the finding is confirmed, choose the smallest correction that can test the explanation. Examples include repairing one conversion trigger, adding one clearly justified exclusion, correcting one location boundary, rewriting one ad-to-page promise, separating one obviously incompatible intent, or fixing one call-routing path. Preserve a before snapshot: campaign and ad group, dates, locations, search terms, bids or budgets, conversion definitions, landing page, and relevant business outcome. Without that snapshot, the team cannot tell whether a later change solved the original problem.

Decide what not to change

A good Montgomery audit also records stable or unproven areas that should remain unchanged. This protects the account from a cascade of edits based on a small sample or a generic best practice. For example, do not split city and county campaigns only because their names differ if the volume, offer, and service boundary are the same. Do not add neighborhood modifiers when users already search with service intent and the business cannot report outcomes at neighborhood level. Do not replace a working conversion with a more sophisticated event unless the new event is implemented and validated.

Leave a setting alone when:

• the current implementation matches the declared Montgomery or regional service boundary;
• the query, landing page, and business outcome are aligned in a representative sample;
• the proposed change is based only on a platform default, competitor practice, or a small fluctuation;
• the account does not have enough evidence to separate the proposed segment;
• the change would alter several variables at once and make the result impossible to interpret; or
• the operational owner cannot fulfil the increased or redirected demand.

This is not an argument for inaction. It is a decision to protect the evidence and spend the next effort where the gap is proven. A stable campaign may still deserve a controlled expansion, a better landing page, or improved value imports, but those are separate hypotheses from “the existing structure is wrong.”

For tests, define the expected behavior before launch. If the issue is location leakage, expect the share of qualified outcomes from eligible locations to improve without unacceptable volume loss. If the issue is query leakage, expect fewer irrelevant terms and a stable or improved qualified-action rate. If the issue is a landing-page mismatch, expect the intended action—not just longer sessions or more form starts—to improve. If the issue is capacity, expect accepted work and response times to remain within the business’s operating limits.

Review the test at the stage the business owns. A conversion-rate change can be informative, but it is not the final proof for a practice, manufacturer, financial firm, hotel, museum, restaurant, school, or contractor. Reconcile the platform report with the relevant operational record, document what remains unknown, and keep the conclusion proportional to the evidence.

Common mistakes in a Montgomery Google Ads audit

1. Treating the capital city as one uniform audience. Government, military, manufacturing, aerospace, healthcare, education, finance, logistics, small-business, resident, and visitor searches can have different qualification rules. A single city label does not explain the intent.
2. Assuming a local keyword proves local eligibility. Someone can search for a Montgomery provider from outside the city, and someone physically near Montgomery can search for a service the advertiser does not offer. Validate the location setting and the business’s actual service policy together.
3. Using economic-development descriptions as account evidence. City and chamber sources can identify important sectors and provide context for research. They do not prove that a specific advertiser has demand, a profitable offer, or capacity in every sector named.
4. Counting every contact action as a lead. Forms, calls, direction requests, calendar starts, RFQ starts, ticket clicks, and reservation attempts may be useful diagnostics. Reconcile them with accepted enquiries, appointments, purchases, bookings, contracts, or other owned outcomes.
5. Blocking employment, student, or public-information searches without checking the business model. Those terms may be irrelevant to a consumer service but essential to a recruiting, education, government-adjacent, or workforce campaign. Read the query and the landing page before adding a negative.
6. Sending all Montgomery traffic to a generic page. A local healthcare or home-service visitor, a procurement contact, a hotel guest, a museum visitor, and a potential student may need different proof and next steps. Relevance is about the decision, not repeating the city name.
7. Making a radius recommendation without operational data. A drive-time area, county list, ZIP-code set, or statewide boundary can all be reasonable in different cases. Choose based on delivery, licensing, travel, referral, shipping, sales, event, or visitor evidence.
8. Comparing cost per lead across unlike offers. A consumer appointment, a qualified industrial opportunity, a financial application, a hotel reservation, and a museum ticket have different values and stages. Compare like with like, then connect the result to margin and capacity.
9. Changing locations, bids, conversions, ads, negatives, and pages at the same time. Even if performance changes, the team will not know which explanation was correct. Preserve a baseline and make the smallest reversible change that addresses the proven gap.
10. Ignoring what happens after the form or call. Montgomery demand can be real while response time, routing, appointment availability, inventory, delivery, or sales follow-up limits the result. An audit that stops at the platform conversion can recommend more waste.
11. Assuming tourism and resident demand are interchangeable. A person planning a civil-rights history visit, riverfront activity, event, or overnight stay may search before arriving. A resident may search for hours, directions, or free information. Use booking, ticket, order, or qualified-contact evidence to distinguish them.
12. Treating a city page as permission to make unsupported claims. A local article should explain the connection to Montgomery honestly. Do not imply an office, facility, service boundary, partnership, offer, or result that the advertiser cannot verify.

What a free adz.so audit can and cannot do

A free adz.so Google Ads audit can provide a structured starting point for reviewing campaign organization, search intent, locations, conversions, ads, landing pages, and the questions that need evidence. It can help surface areas to inspect, but it does not know an advertiser’s Montgomery service policy, sales territory, medical or professional eligibility, contract requirements, appointment availability, production schedule, customer value, or visitor inventory without the relevant account and business context.

Treat the result as a review brief rather than an automatic instruction to change the account. Confirm technical findings in Google Ads and the landing page. Confirm lead quality in the CRM, call records, booking system, order platform, ticketing system, or other source that owns the business result. Confirm local reach with service boundaries, customer records, delivery maps, referral rules, territory definitions, or visitor plans. Where evidence is missing, label the finding as a question instead of presenting it as a proven loss.

For an agency reviewing multiple clients, the agency audit workflow can help organize account-level checks before the client’s operating details are added. For a store, catalogue, or booking business, compare the ecommerce audit guide with Montgomery-specific needs such as shipping, pickup, reservations, cancellations, local inventory, tax or delivery boundaries, and margin. The right companion depends on how the advertiser creates value, not merely on the city in the keyword.

An honest audit may conclude that a campaign needs a correction, a controlled test, better measurement, improved routing, a more suitable landing page, or no immediate structural change. The value is in making the next decision traceable to the account and the business—not in producing a long list of generic recommendations.

Practical next steps for a Montgomery Google Ads audit

Begin with one operating question that the account owner can recognize: which Montgomery, River Region, Alabama, or broader-market searches should produce demand, and which completed business outcome proves that the spend is useful? Then work through the evidence in this order:

1. Write the market contract. State the service or sales boundary, excluded areas, audience or qualification, operating hours or season, and the outcome that matters. If the boundary is the city, county, region, statewide market, or national territory, name it precisely.
2. Capture a baseline. Save campaign and ad-group structure, locations and exclusions, dates, spend, queries, ads, landing pages, conversion actions, and the available business outcomes before changing anything.
3. Trace representative paths. Follow a sample of high-spend, high-conversion, and clearly questionable searches from location and query through ad, page, form or call, qualification, appointment, quote, sale, booking, ticket, or contract.
4. Separate Montgomery contexts only when the decision changes. Test resident, visitor, government, military, healthcare, manufacturing, aerospace, finance, education, logistics, local-service, recruiting, and employment interpretations against actual query and outcome evidence.
5. Fix measurement before optimizing to it. Repair duplicate or missing events, clarify primary versus secondary actions, and connect platform actions to CRM, phone, booking, order, ticket, or operational records where possible.
6. Choose one reversible correction or test. It may be a boundary correction, a targeted negative, a message and landing-page alignment, a conversion repair, a campaign separation, a schedule change, or a routing improvement. Record the expected result before launch.
7. Review at the business stage. Check not only clicks and platform conversions but also qualified contacts, accepted opportunities, completed services, revenue or margin, capacity, response time, cancellations, and inventory where relevant.
8. Record the unknowns. If the account cannot prove a location, query, conversion, or value claim, state what data is missing and avoid turning a plausible hypothesis into a finding.

For Montgomery advertisers, the strongest audit is local without being superficial. It recognizes the city’s public, military, industrial, healthcare, financial, educational, logistics, small-business, and visitor contexts while still asking what this account can serve and what this account can prove. Run the free audit as the first review brief, confirm its questions against the advertiser’s own records, and use the evidence to make one defensible next decision.