A review rhythm
- WeeklyHealth checkSpend, leads, tracking and search terms
- MonthlyFull reportLeads, cost per lead and booked jobs
- QuarterlyStrategy reviewBudgets, channels, services and goals
- YearlyBig pictureSeasonality, growth and next year's plan
Why not daily
Daily numbers swing too much to guide decisions. Google can spend up to twice the daily budget on busy days and less on quiet ones. Conversions also arrive late, since Google Ads credits them to the click date. Yesterday's numbers often look worse than they will next week.
What the owner should watch
- Total leads and booked jobs this month
- Cost per lead against your target
- Spend against the planned budget
- Any big change from last month, with a reason
When to look sooner
A sudden drop to zero conversions, a jump in spend or a flood of spam leads needs attention the same day. These usually mean broken tracking, a budget change or a bot attack, not normal swings.
Good example. A plumber reads a short weekly update and a monthly report with leads and jobs. Twice a year, it meets the agency to plan budgets.
Bad example. A plumber checks the account every morning, panics at a slow Tuesday and pauses the best campaign.
Read what a PPC report should include. Our PPC management sends a report every month.