An ad campaign is not a one-time setup. Searches, competitors, Google's automation, and your own business all change. An account that is not adjusted drifts, and drift almost always costs money.
What drifts in an untended account
- New irrelevant search terms quietly consume budget
- Competitors raise bids and your ads slip
- Automated bidding chases the wrong conversions if tracking is off
- Ads go stale and click-through rates fall
- Budgets sit in the wrong campaigns
Why every one to three weeks
Changing too often never lets the data settle. Changing too rarely lets problems run for months. I make structured improvements every one to three weeks, about every two weeks on average, reviewing search terms, bids, budgets, ads, audiences, and conversions each round.
What I have seen
Several struggling client accounts improved quickly once I began making structured, AI-assisted changes on this rhythm. Regular, incremental improvement is the core of how I work.
The role of AI
AI tools help me analyze account data faster and test more ideas. The judgment about what to change, and why, stays with me and your business goals.