APEX ACADEMY / PORTFOLIO REVIEW CHECKLIST For each criterion, mark needs revision, developing or clear. Add one piece of evidence and one useful next change. This is a learning rubric, not a certification or launch approval. Project: ____________________ Reviewer: ____________________ Date: ____________________ 1. CUSTOMER CLARITY Is the campaign built around a recognisable buying situation? Look for: A specific occasion and need, with assumptions labelled instead of presented as customer facts. Status: [ ] Needs revision [ ] Developing [ ] Clear Evidence in my draft: ____________________ One useful next change: ____________________ Owner and next review: ____________________ 2. OFFER AND CLAIM ACCURACY Does the message stay within the facts the business can support? Look for: A clear offer, appropriate evidence and visible operational questions. Status: [ ] Needs revision [ ] Developing [ ] Clear Evidence in my draft: ____________________ One useful next change: ____________________ Owner and next review: ____________________ 3. A CONNECTED JOURNEY Do the ad, page, enquiry and reply support the same action? Look for: Consistent wording, a clear CTA and a named owner for the response. Status: [ ] Needs revision [ ] Developing [ ] Clear Evidence in my draft: ____________________ One useful next change: ____________________ Owner and next review: ____________________ 4. MEASUREMENT HONESTY Can another person follow the definitions, arithmetic and limits? Look for: Separate lead stages, stable counting rules, correct denominators and no invented results presented as evidence. Status: [ ] Needs revision [ ] Developing [ ] Clear Evidence in my draft: ____________________ One useful next change: ____________________ Owner and next review: ____________________ 5. JUDGEMENT AND REVISION Does the portfolio show why choices were made and what should improve next? Look for: A clear decision log, a specific revision and an owner for the next check. Status: [ ] Needs revision [ ] Developing [ ] Clear Evidence in my draft: ____________________ One useful next change: ____________________ Owner and next review: ____________________ FINAL CHECK [ ] Fictional business details and numbers are clearly labelled. [ ] Claims are supported or flagged for confirmation. [ ] The ad, page, enquiry and reply point to the same next step. [ ] Duplicate, pending, organic and unknown-source records are handled consistently. [ ] The original draft, changes and reasons are kept together. [ ] No private customer or employer information is included. This checklist supports practice and review. It is not certification or approval to launch a real campaign. THE COURSE EVIDENCE FOLDER [ ] Evidence 01: a workspace checklist, first draft screenshot and a note identifying the measurement data source. [ ] Evidence 02: a competitor review, one-page offer and message file, and a customer-journey map. [ ] Evidence 03: an unpublished Meta campaign structure, screenshots and an audience-decision note. [ ] Evidence 04: a creative package in three placement formats and a completed draft-review checklist. [ ] Evidence 05: a search-research note, a Google Search campaign structure, ad-copy assets and a justified negative-keyword list. [ ] Evidence 06: an exportable Google campaign CSV, peer-review notes and a revision record. [ ] Evidence 07: a Meta automation-control map, data-readiness worksheet and written delegation decision. [ ] Evidence 08: a Google automation-control plan or unpublished draft, an AI campaign brief and a source-backed decision note. [ ] Evidence 09: a creative production set, AI-review log, annotated API workflow and one-page test protocol. [ ] Evidence 10: an AI-visibility observation sheet, a measurement dashboard and an AI-answer verification rule. [ ] Evidence 11: a scenario-review table, tool-review card and client-handover template. [ ] Evidence 12: the portfolio presentation, one-page service or implementation brief, and final revision plan. The planned assessment is a 12-part evidence portfolio. Completion requires at least 10 parts, the final presentation and satisfactory responses to the three review questions; missing pieces may be completed by the planned day-30 follow-up clinic. The planned participation document records completion of this programme and its assessment. It is not an accredited qualification. All campaign work is practice: no learner ads are published, no learner advertising budget is spent, and simulated results are never presented as campaign performance.