A working rhythm
- First monthSeveral times a weekSpend, search terms and tracking
- WeeklySearch terms and budgetAdd negatives, check pacing and leads
- MonthlyAds and bidsReview tests, targets and landing pages
- QuarterlyStrategyBudgets, services, channels and goals
Why more changes are not better
Google says a new or changed bid strategy enters a learning period. It usually takes one to two conversion cycles to settle. Changing targets every few days resets that learning and makes results swing. Give each change enough time and data before judging it.
What to check each week
- Search terms that spent money without leads
- Spend against the monthly budget
- Conversion counts, to catch broken tracking early
- Leads by campaign compared with last week
Signs you need to look sooner
A sudden drop in leads, a spike in spend or conversions falling to zero all need same-day attention. Zero conversions after a site update usually means the tracking broke, not that the ads stopped working.
Good example. A plumber's manager reviews search terms every Monday and changes bid targets once a month after looking at the data.
Bad example. A manager changes target CPA three times in one week. The campaign stays in learning and cost per lead swings wildly.
Our PPC management checks accounts weekly and makes bigger changes on a set schedule.