Optimising, Reporting and Staying Safe
The weekly optimisation routine
- Check spend vs budget and pacing; no campaign should overspend.
- Search terms (Google): add negatives for irrelevant searches; add good new terms as keywords.
- Ads and creatives: pause clear losers (low CTR and no conversions after a fair amount of spend); write new versions to test against the winners.
- Audiences and placements: exclude placements or segments that spend without results.
- Landing pages: look at conversion rate by page and device; fix slow or confusing pages.
- Lead quality: check with sales which leads were real. Feed this back (offline conversions, better targeting, qualifying questions).
- Write a one-line log entry of every change and why. Without a log, nobody knows what caused a result.
Make changes in small steps and give them time (usually at least a week, or enough clicks) before judging. Many small, constant changes keep campaigns in a permanent learning phase.
When to scale, fix or stop
| Situation | Action |
|---|---|
| CPA below target, steady results | Raise budget by 15 to 20% at a time |
| Good CTR, few leads | Fix the landing page or the offer |
| Low CTR | Fix the targeting or the ad message |
| Leads but no customers | Fix lead quality and the sales follow-up, not the ads |
| No result after the planned test budget | Stop, write down what you learned, try a new angle |
The monthly report
Keep it short and about business results:
- Spend by channel and campaign.
- Leads, qualified leads and customers by channel.
- Cost per lead, cost per qualified lead and cost per customer against targets.
- Revenue and ROAS, including expected value from monthly plans.
- What we changed, what we learned, what we will test next month.
Present numbers next to last month and the target, and explain in one sentence why anything moved.
Staying safe
- Account security: use the company's own business accounts (Google Ads manager account, Meta Business Manager, LinkedIn Campaign Manager), give each person their own login with the lowest role they need, turn on two-factor authentication, and remove access when someone leaves.
- Budgets: set daily caps and account spending limits; check billing weekly.
- Policies and honesty: never make claims we cannot prove, never use fake reviews or urgency, and use client logos, names or results only with written permission.
- Click fraud and junk leads: watch for sudden spikes in clicks without conversions or leads with fake details; exclude bad placements and report invalid traffic to the platform.
- Brand safety: exclude content and sites you do not want next to the brand.
Exercise
Use last month's numbers (or invented ones for practice) to write a one-page monthly report with the sections above, then list three tests for next month and the result that would make each a success.
Check yourself
- Name four steps of the weekly optimisation routine.
- Good CTR but few leads: where do you look first?
- What four things keep an ad account and its budget safe?
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