Your Google Ads account is like a sports car—it needs consistent maintenance and tweaks to keep it running at full capacity. Skip a step or make the wrong move, and the engine can start to fall apart.
To help you keep the Ferrari you’re building in good condition, we’ve created a checklist of tasks that you should be doing regularly.
| Task | Description | Frequency |
|---|---|---|
| Search term review | Check the Search Term review, adding negative keywords and looking for search term trends. | Weekly |
| Bid adjustments | Modify your bids with our Bid Adjustment Calculator to optimize your spend & your Cost Per Lead. | Weekly |
| Ad copy review | Check your ads and pause any that are performing poorly from a Cost Per Lead basis, replacing with new tests. | Biweekly |
| Budget Pacing Check | Assess how your spend is pacing and make adjustments to your daily budget to make sure you’re on track. | Biweekly |
| Quality Assessment | Pull a report from your CRM looking at how each ad group performed in your sales process and adjust bids to bid higher on your best-performing ad groups, if necessary. | Monthly |
| Test landing page experience | Run through your full lead process to make sure everything works smoothly - it’s easy for something to accidentally break. | Monthly |
| Ad group cost review | Check ad group performance and pause any ad groups that are generating a Cost Per Lead that is 2x your target cost per lead, as appropriate. | Monthly |
| Keyword cost review | Check keyword performance and pause any keywords that are generating a Cost Per Lead that is 2x your target cost per lead, as appropriate. | Monthly |
| Keyword quality review | Review your keywords and pause any that are generating a Cost Per Qualified Lead that is 2x your target Cost Per Qualified Lead. | Bimonthly |
| Ad group quality review | Review your ad groups and pause any that are generating a Cost Per Qualified Lead that is 2x your target Cost Per Qualified Lead. | Bimonthly |
| Create landing page A/B test | It’s important to regularly run one test on your landing pages to slowly improve conversion rate. Start by testing elements near the top of the page and work your way down. | As Needed |