## What campaign operations involves
Campaign operations is treated as part of a connected growth system rather than a standalone deliverable. The work below is scoped around the decisions your practice actually needs to make.
### Daily management
– Search term review and negative keyword expansion.
– Bid strategy matched to genuine booking volume, not clicks.
### Reporting
– Spend and enquiry quality reported together, weekly.
– Clear separation of brand versus non-brand performance.
## How we approach it
We start by agreeing what a qualified enquiry is, then work backwards to the channels and pages that can realistically produce it. Everything is reviewed on a fixed cycle so the system keeps improving after launch.