Optimization & Maintenance

A campaign that is built once and left alone gets expensive. Search terms drift, Google's defaults quietly widen the targeting, and ads that worked in month one stop working in month three. Our team works on every account every week to keep the budget on the people most likely to become customers.

What we do every week

• Search terms and negative keywords. We read the actual searches that triggered your ads. Anything irrelevant becomes a negative keyword, so the same mistake never costs you twice. Useful new searches become keywords of their own.
• Match types. We never use broad match. Keywords run on exact and phrase match, which keeps your ads on searches that mean what your keywords mean. If Google has switched a keyword to broad, we switch it back.
• Bids and budget pacing. Daily budgets are paced against the monthly budget from your brief, and bids are adjusted toward the keywords, locations, devices and times of day that produce results.
• Ads. The headlines and descriptions Google is ignoring are retired and new ones tested, so the ads keep improving. See Ad Copy & Design.
• Locations and audiences. Location targeting stays on people physically in your area ("presence"), not people who merely showed interest in it, and audiences are added or removed based on how they convert.
• Conversion checks. We confirm conversions are still recording. A tracking tag that breaks silently is the most expensive problem in Google Ads, so this is checked every week. See Conversion Tracking.
• Landing pages. The pages your ads send people to are checked for errors and speed, since a slow or broken page wastes every click that reaches it.

Every change is proposed first and reviewed by a specialist before it is applied. Nothing is changed by automation alone.

Protecting your account

Two things happen in Google Ads accounts that quietly raise spend, and we keep both off on every account we manage:

• Auto-applied recommendations. Google can apply its own suggestions automatically, including ones that raise budgets or widen targeting. We turn those off and review Google's suggestions ourselves.
• Changes from outside the team. Our weekly checks compare the account's Change History against the changes we made. If someone else (Google's sales team, a previous agency, a colleague) changed something, we see it and ask you about it before acting.

We also watch for click fraud and spam traffic patterns and exclude the sources responsible.

What we never do without asking

• Raise your budget beyond what you set in the brief or agreed in the chat.
• Turn on a paused campaign you have not approved.
• Add broad match keywords or "interest" location targeting.
• Delete campaigns or history. Things are paused, not removed, so nothing is lost.

How to check what we are doing

• Activity tab on your project: every change we made, described in plain words.
• Google Ads -> Change History: Google's own log of every edit, who made it and when. It updates daily.
• Your monthly report: results for the month and the work behind them.

Questions about a specific change? Ask in your project chat and the AI agent will explain it, or pass it to the team.