Relevance
Align the landing page with the search intent, advertised offer, geography and action the customer is expected to take.
Credibility
Check practical trust signals, clarity, mobile usability, load performance and whether the page answers the question raised by the ad.
Measurement
Make sure the important call, form, purchase or other conversion path can be measured where appropriate.
Boundary
Review and ordinary in-scope adjustments can be part of the PPC service. New landing-page builds, redesign/CRO projects or substantial copy production are separately scoped.