A typical month
| How often | What the manager does |
|---|---|
| Weekly | Reviews search terms, adds negatives and checks spend |
| Every two weeks | Tests new ad text and adjusts bids or targets |
| Monthly | Reports leads and cost per lead, plans next tests |
| Quarterly | Reviews budgets, landing pages and new channels |
Beyond the ad account
Ads only bring the visit. A good manager also checks that the landing page loads fast, the phone number works and forms reach the right inbox. They listen to call recordings or review lead notes to learn which searches bring real customers.
What a manager should not do
- Change bid strategies every few days, which restarts learning.
- Judge results by clicks or impressions alone.
- Run ads in an account the client cannot see.
- Hide which searches spent the most money.
Google notes that a new or changed Smart Bidding strategy needs time to learn, often one to two conversion cycles. Constant changes keep campaigns from settling.
Good example. A PPC manager spots that "free consultation" searches bring calls that never hire. They add negatives and move the budget to service terms.
Bad example. A manager raises bids every week to win more clicks. Cost per lead doubles and nobody checks why.
How we work
Each account has one manager you can reach directly. We close about 95% of client requests within one business day. Our PPC management reports leads by campaign every month.