The owner's monthly thirty minutes: same numbers, same order, every month. The power is the sameness — trends only appear to people who look consistently.

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The five numbers (write them next to last month's)

Leads by source (calls + forms + messages, each stamped with where it came from)
Cost per lead by paid channel — total spend ÷ leads, no creative accounting
Close rate on last month's leads (they've had time to resolve)
Median minutes to first human response — business hours and after-hours separately
New reviews this month + asks sent (the ask-to-review conversion)

The fifteen-minute look-around

Google Ads: search-terms report skimmed, worst junk negated (deeper weekly ritual notwithstanding)
Business profile spot-check: hours right, no rogue 'suggested edits', photo added
Your landing page and contact form tested from your own phone — actually submittedForms break silently; you find out a month of leads later.
The test submission appeared exactly once in your tracking
Searched your two money terms; noted who's new in the ads and the map pack

One decision

Based on the numbers: one thing gets more money/effort, one gets less or dies. Written down with today's date.A review that changes nothing is a ceremony. One deliberate reallocation a month compounds into strategy.
Next month's review is on the calendar

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Monthly Marketing Review Checklist

The five numbers (write them next to last month's)

The fifteen-minute look-around

One decision