Running a Google Ads campaign successfully isn’t just about setting it up and letting it run. Even if your campaign is performing well, ongoing optimisation ensures that you maximise your budget, maintain efficiency, and keep improving results over time. But what exactly should you be doing on a daily or weekly basis to keep your campaigns running smoothly without making drastic changes?
Here’s a structured approach to daily and weekly Google Ads optimisation, based on insights from experienced advertisers.
Daily Google Ads Optimisation Tasks
1. Review and Exclude Irrelevant Search Terms
One of the simplest but most impactful daily tasks is checking the search terms report. Identifying irrelevant or costly terms and adding them as negative keywords helps refine your targeting and reduce wasted spend.
2. Monitor Cost-Per-Click (CPC) Trends
Sort your keywords by CPC and analyse the ones getting clicks. If you notice unexpectedly high CPCs on certain keywords, consider adjusting your bid strategy. Some advertisers recommend switching to manual CPC with a maximum limit to bring down the average CPC while maintaining traffic levels.
3. Check Budget Pacing
Ensure your budget is being spent at a steady rate throughout the day. If you’re running out of budget too early, consider adjusting your bids or pausing underperforming keywords.
4. Look for Sudden Performance Changes
Major fluctuations in impressions, clicks, or conversions could indicate external factors like competition changes or algorithm updates. Catching these early helps you react in a timely manner.
Weekly Google Ads Optimisation Tasks
1. Adjust Bid Strategy Based on Performance
If certain keywords or campaigns are overspending without delivering conversions, consider adjusting your bid strategy. For example, switching from automated bidding to manual CPC with a maximum cap could help control costs.
2. Refine Audience Targeting
Check demographic and audience insights to identify which segments are driving conversions. If certain age groups, locations, or device types perform poorly, consider excluding or adjusting bids for them.
3. Use Search Term Tools for Better Keyword Insights
Tools like SEMRush or Ahref can help you analyse search terms more efficiently, identify expensive keywords, and find opportunities for new keyword targeting. Regularly reviewing keyword performance ensures your ads remain relevant.
4. Optimise Ad Scheduling
Analyse when your ads perform best and adjust ad scheduling accordingly. If conversions peak during specific hours or days, increasing bids during those times can improve efficiency.
5. Test Small Adjustments Without Disrupting Performance
Avoid making drastic changes to successful campaigns, but testing minor adjustments—such as tweaking bid caps, adding new negative keywords, or slightly adjusting audience targeting—can help refine performance without destabilising results.
Final Thoughts
Google Ads optimisation doesn’t always require major overhauls. By focusing on small but impactful changes—like refining search terms, monitoring CPC trends, and making targeted bid adjustments—you can keep your campaign performing at its best without unnecessary risk.
