Three layers: (1) targeting controls (geo, negatives/exclusions, ad schedules, call extensions), (2) funnel controls (message match, qualifying copy, pre‑form questions), and (3) verification (call recording/transcription, spam filtering, LSA lead disputes when applicable). We optimize to qualified conversion events, not raw form fills.
About the Author: Mark Riley
Marketing executive with 15+ years of experience building, managing and running marketing campaigns for budgets ranging from $1,000 to $10,000,000.