Purpose of this document:
How to produce and send the weekly client update (Slack message + video) for every active client, every Monday before 9am EST. Any Lead LiftOff employee should be able to read this and produce a complete update without going back to anyone else.
Example message
The Slack message carries the WHAT. The video carries the WHY. Both go in the same Slack post, in the client’s #vip-{client-name} channel.
*@channel Weekly Update: Week of 1/1-1/7*
*Leads:* 7 (Last week: 5, 30-day avg: 6.2)
*CPL:* $87 (down from $108, third week trending down)
*Spend:* $609 (weekly budget set at $1,000)
CPL is trending down third straight week. The neg-keyword work and the LP test are both contributing.
*What We Did:*
• added 24 negative keywords
• paused 2 keywords
• lowered max CPC bid from x to y
*What's next*
• Letting last week's changes settle. Watching CPL hold under $90.
• If CPL bounces above $100, I'll revert the bid floors and try tCPA on the top 10 keywords.
{video link}
What goes in the Slack message
Four parts, in order:
- The numbers
- The one-sentence read
- What we did
- What’s next
The numbers
The important high-level stats.
Leads: 7 (Last week: 5, 30-day avg: 6.2)
CPL: $87 (down from $108, third week trending down)
Spend: $609 (weekly budget set at $1,000)
What goes in each line:
- Leads: total leads this week. In parens: last week, then the 30-day average.
- CPL: cost per lead this week. In parens: the trend story (where CPL came from, how many weeks the direction has held).
- Spend: total spent this week. In parens: pacing framing.
The one-sentence read
One sentence after the numbers. What the numbers mean and why.
CPL is trending down third straight week. The neg-keyword work and the LP test are both contributing.
The FULL read (the trajectory story, the uncertainty, what you’re watching) goes in the video. The one sentence in Slack is the compressed version a client can scan in five seconds.
What we did
Three to five bullets. Each one is an action we took on the account this week. A review where we LOOKED but didn’t change anything counts as a bullet (write it as “Reviewed X. No action needed, here’s why”).
Pull bullets from the five weekly categories. Don’t try to hit all of them. Pull the three to five that had meaningful work this week.
The five weekly categories
- Search term review and negative keywords. What junk traffic did we catch? What did we add to the negative list?
- Keyword performance changes. What did we pause, scale, or re-bid? Why?
- Ad copy, headlines, and RSA changes. What did we rotate in or pause out?
- Conversion and landing page work. What did we test, fix, or replace?
- Audience, geo, and device adjustments. What did we exclude or refine?
On any given week, two to four of these will have moved. That’s where your bullets come from. These trace back to the cadence playbooks under Google Ads Account Optimization: Overview. The week-level work specifically pulls from Weekly Optimizations.
Monthly add-ons
On monthly review weeks, we blend one or two bullets from these into the same What we did section:
- Bid strategy review. tCPA tuning, Maximize Clicks to Smart Bidding transition, target adjustments. (See The Switch for the canonical move.)
- Campaign structure or budget reallocation. Splits, merges, shifting budget between campaigns.
- Extensions and asset library refresh. Sitelinks, callouts, structured snippets.
Don’t break the monthly bullets out into their own section. Blend them in. The client should see the work as one synthesized week. Full monthly playbook context lives in Monthly Optimizations.
What’s next
Two to three bullets. The forward look. Active moves we’re making OR things we’re watching with explicit triggers.
*What's next*
• Letting last week's changes settle. Watching CPL hold under $90.
• If CPL bounces above $100, I'll revert the bid floors and try tCPA on the top 10 keywords.
A passive plan is still a plan. “Watching CPL hold under $90 with the plan to update bids if it increases” is a real plan. We don’t make up next-week actions when the right move is to let last week’s changes settle.
What goes in the video
The video is what takes it from just reading to stats to a real update. This is where we can explain the “why” behind our changes.
The video only needs to be 1-2 minutes long.
The 5-beat framework
About 90 to 120 seconds total. Match the message’s structure so the client can follow along if they have both open.
Beat 1: Open (5 to 10 sec)
“Hey {name}, Tyler here with your week-of-{dates} update.”
Beat 2: The score and read (15 to 30 sec)
Read the three metric lines. Then add the FULL interpretation that the message compressed to one sentence. The trajectory story lives here.
“Leads are at 7 this week, up from 5 last week. The thing I’m watching is CPL. We were at $130 a lead three weeks ago, now we’re at $87. That’s the negative keyword work and the LP test both pulling, and I think the LP is doing more of the lifting once the data matures. Not declaring victory yet.”
Beat 3: What we did and the WHY (30 to 60 sec)
The load-bearing beat. Walk through each bullet from the message, adding the reasoning the message dropped.
“First, I uploaded 1,000+ negative keywords. That’s the work you flagged about junk traffic from search terms like ‘gutter installation cost’ and ‘how to clean gutters yourself.’ Then I paused four headlines under 0.5% CTR. They were burning impressions without converting, and I’d rather have that budget land on assets that are actually pulling weight. And we tested a new LP for the gutter-cleaning cluster. Old one was at 2.1% conv rate, new one’s at 4.1%. We’re keeping it live and rolling it out to two more clusters next week.”
Beat 4: What’s next and the watch-fors (15 to 30 sec)
The forward look. Watches with explicit triggers. If there’s an ask of the client, deliver it explicitly.
“Next week mostly we’re letting these changes settle. I want to see CPL hold under $90 and conv rate stay above 3.5%. If CPL bounces back above $100, I’ll revert the bid floor changes and try tCPA on the top 10 keywords instead. I need you to confirm we can kill that ‘free quote’ CTA test. The data is conclusive.”
Beat 5: Close (5 to 15 sec)
One human moment. Confidence read, next touchpoint, or warm sign-off.
“Two more clean weeks of this and I’d call this stable. Not declaring victory yet. Hand stays on the wheel. Talk soon.”
When and how to send
Timing: Monday morning, before 9am EST
The update lands in the client’s inbox before their work day starts. They get the receipts on the way into their week.
This is a HARD deadline. If 9am EST is going to slip, push earlier (Sunday evening) rather than later (Monday afternoon).
Drafting: directly in Slack drafts per channel
Open the channel. Compose in Slack. Add the Tella link at the bottom. Send.
No external scratchpad. No copy-paste from another tool. Slack drafts hold your work between sessions if you don’t finish in one sitting, and drafting in the live channel keeps you honest about what the client will actually see.
Missed Monday: send anyway
Tuesday morning, no apology, just the update. Wednesday or Thursday if it slipped further. Cadence integrity matters more than the calendar.
The only thing worse than a late update is a skipped one. We’re paid to be here every week.