A campaign that goes live and then gets left alone starts losing money within weeks, quietly, in ways that don't show up unless someone's watching the account daily. We check spend every day, test ad copy and landing pages against each other, and cut what isn't converting before it burns through the month's budget.
Call (775) 444-9650Spend gets checked daily, not once a month when the invoice arrives and it's already too late to fix what happened three weeks ago. Ad copy runs in pairs against each other so we can see which version actually gets clicked and which one just sits there, and the same goes for landing pages, since a great ad sending traffic to a page that loads slow or buries the phone number below the fold wastes the click the ad already paid for. Search terms get reviewed weekly too, the actual phrases people typed before Google matched them to your keywords, because that report is where the odd, wasteful matches show up first, before they've burned through enough spend to be obvious anywhere else.
Keywords that spend money without ever producing a call get cut, not just deprioritized, cut, because a keyword eating budget for weeks with zero conversions isn't a learning opportunity anymore, it's a leak. Bids get adjusted by neighborhood and by time of day too, since a search for emergency plumbing at 2am from someone actually standing in a flooded kitchen is worth more than the same search at 2pm from someone comparison shopping three companies at once, and the bidding should reflect that difference instead of treating every click the same. Landing pages get watched the same way ads do, load time, whether the phone number is visible without scrolling, whether the form actually works on a phone, since a page that quietly breaks can sit there burning clicks for days before anyone notices without daily eyes on it.
Reno and Sparks see real swings by season and by weather, a hard freeze in January spikes searches for burst pipes and no-heat calls overnight, and a campaign that isn't checked daily misses the chance to raise bids right when that demand shows up and drops off again just as fast. Waiting for a monthly report to catch that means the spike already came and went by the time anyone noticed. Wildfire smoke season does something similar for air quality and HVAC filtration searches, a spike that lasts a week or two and is gone before a business checking its account once a month would ever see it coming.
This is ongoing management, not a one-time setup, so it only makes sense once conversion tracking is actually in place first. Testing ad copy and adjusting bids against numbers that aren't tracking real leads means every decision rests on bad data, and daily management built on top of bad data just makes bad decisions faster and more often. Set up tracking, then come back to this.
Setup gets an account structured and live. Management is what happens every week after that: watching spend, testing what's working against what isn't, cutting keywords that don't convert, and adjusting bids as demand shifts. A campaign that's set up well and then never touched again drifts out of tune within a month or two.
A keyword gets time to prove itself first, usually a few weeks and enough clicks to judge it fairly, not cut after two clicks with no conversions since that's not enough data to mean anything. Once a keyword has had a fair shot and is still just spending money with nothing to show for it, it gets paused.
Yes. We start with an audit of what's already running, structure, keyword list, past performance, before changing anything, so we're not undoing something that was actually working just to make the account look different.
Call (775) 444-9650 or fill out the form below for a free account review.