Purpose of this document:

The high-level map of every optimization done on a live Google Ads account. Lists every action by cadence with a link to the deep-dive. Assumes you already know how to do them. If you don’t, click through.

How the cadences fit

Three rhythms run concurrently for the lifetime of every campaign — daily, weekly, monthly. Each cadence index linked below is the operator’s checklist. Each row links to the in-depth procedure for first-timers.

Daily

Google Ads Daily Optimizations

• Check Account Health — ~2-min scan: budget pacing, conversion tracking firing, no disapproved ads, billing OK, impression share holding
• Add Negative Keywords — scan yesterday’s search terms and add negatives at the right level with the right match type

Weekly

Google Ads Weekly Optimizations

• Pause Underperforming Keywords — 4-bucket benchmark-based pause routine
• Check CPA Drift — campaign-level and ad-group-level week-over-week drift
• Add Converting Search Terms — convert proven search terms into exact-match keywords (Week 4+)
• Check Landing Page Performance — mobile-friendly click rate, conversion rate per URL
• Make CPC Bid Adjustments (Manual CPC and Maximize Clicks only) — tune CPC bids against Keyword Planner Top of Page Bid + 14-day CPC trend
• Adjust Ad Schedule for Budget Pacing — narrow the schedule when daily cap is hitting before EOD

Monthly

Google Ads Monthly Optimizations

• Refresh Ad Copy — pick the Position 2 winner; rotate two new test ads
• Split Test Landing Page — declare a winner from the current A/B test; promote it and queue the next variant
• Optimize Locations — city bid sculpting, ZIP granularity, exclusions, or campaign splits depending on bidding strategy
• Optimize Ad Schedule — hour-by-hour bid adjustments or hour-removal depending on bidding strategy
• Optimize Devices — bid up/down on converters or -100% blackouts only, depending on bidding strategy
• Optimize Demographics — Age, Gender, Household Income tier bid adjustments or exclusions
• Optimize Audiences — bid up over-indexing segments or exclude underperformers
• Call Extension Bid Adjustment (Maximize Clicks only) — nudge the call-extension bid up or down based on 90-day call CPL vs the campaign goal
• Check Gate 2 Readiness (Maximize Clicks only) — is the campaign ready for The Switch?
• Adjust Target CPA (Smart Bidding only) — ±10% per month, max once per campaign
• Split Campaigns by Performance Tier (Smart Bidding only) — split when one geo or service converts 3× another

Lifecycle milestones

These are one-time events, not recurring cadences. Each happens once per campaign.

• Day 1 Post-Launch Health Check — 24-hour verification that the campaign is serving, conversions are firing, and no policy errors blocked launch. Lives in the onboarding playbook as New-Client Google Ads Onboarding Master Playbook Phase 9
• The Switch (Maximize Clicks → Smart Bidding) — single highest-stakes one-time event in the optimization lifecycle. Runs when Gate 2 (Transition Readiness) is green. See The Switch