Purpose of this document:

To define the daily optimizations that should be made to a Google Ads account.

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

Optimizations

Check Account Health

Time: 2 min.

Quick scan to catch catastrophic failures before they burn 24 hours of budget:

Budget pacing — on track vs daily target, no runaway spend
Conversion tracking firing — every action shows green Primary
No disapproved ads — no red banners in the Ads tab
Billing OK — no suspension banners in Tools & Settings → Billing
Impression share not collapsed — Search IS holding steady on a stable account

If any check fails, stop. Investigate the failure before continuing. The negative-keyword routine assumes a healthy serving account.

Time: 5-10 min.

Open the campaign → Insights → Search Terms → filter date range to Yesterday only (or how ever long since this has been done).

For each search term, pull out negative keywords, pick the match type, pick the level (campaign vs ad-group), then add the negative.

End of week: Google Ads Weekly Optimizations
End of month: Google Ads Monthly Optimizations (variant matching current bidding state)
If something looks badly broken (CPA spike, conversions drop overnight): open Google Ads Weekly Optimizations and run the weekly checks ahead of schedule