---
title: How to monitor and optimize Google Ads
description: Use the Google Ads Monitoring Checklist Template with this article. (We’ll avoid strict benchmarks, instead use relative comparisons) Common Issues → Action Steps
---

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# How to monitor and optimize Google Ads

Use the [Google Ads Monitoring Checklist Template](https://docs.google.com/spreadsheets/d/1kbOW4NYhBnAakYsebKr-TKbu1IQgahjmxuwYLuGLlog/edit?gid=0#gid=0) with this article.

### **Section 1: Why Monitoring Matters**

- Ensure ad spend is efficient
- Maintain strong performance for KPIs (CTR, CPC, Conversions)
- Identify early issues before they become costly

### **Section 2: When to Monitor**

- **Weekly**: Main monitoring session
- **Mid-week glance** (optional): Check pacing & major issues
- **End of month**: Review performance vs. goals

### **Section 3: What to Monitor**

#### **Campaign Level**

- Budget pacing vs. month target
- Status (active, limited by budget, policy issues)
- Impressions & Clicks trend

#### **Ad Group Level**

- CTR (Click-Through Rate) – Indicates ad relevance
- Avg. CPC (Cost-Per-Click) – Compare to historical data
- Conversions & Conversion Rate
- Quality Score (check Google’s suggestions for ad strength)

#### **Keyword Level**

- Search terms report → Look for irrelevant terms → Add **negative keywords**
- CPC vs. conversions
- Low Quality Score keywords

#### **Ad Level**

- Ad strength & headlines performance
- CTR by ad variation
- Check if any ads are disapproved

### **Section 4: Interpreting Good vs. Bad**

(We’ll avoid strict benchmarks, instead use **relative comparisons**)

- CTR dropping vs. last week → ad fatigue or irrelevant targeting
- CPC increasing without conversion lift → tighten keywords, add negatives
- Conversions down → check landing page or ad copy alignment
- Quality Score low → rewrite ads, use responsive ads with relevant headlines

### **Section 5: Optimization Actions**

**Common Issues → Action Steps**

- **CTR low** → Test new headlines/descriptions, add sitelinks
- **High CPC** → Add negatives, adjust bids on underperforming keywords
- **No conversions** → Pause low-performing keywords/ad groups, improve landing page alignment
- **Limited by budget** → Reallocate from low-performing campaigns OR reduce bids strategically
- **Search terms irrelevant** → Negative keyword list update weekly

### **Section 6: Google’s Recommendations**

- ✅ Use for **ad strength, keyword suggestions, Quality Score improvements**
- ❌ Ignore **budget increase recommendations** (Google wants more spend, not necessarily better ROI)

### **Section 7: Documentation**

- Use the **Google Ads Monitoring Checklist (Google Sheet) & the Ads Change Log (Google Sheet)** 
    - Leave notes on both as needed (review the monitoring checklist with the consultant)
- Log: 
    - Changes made
    - Reason for changes
    - Performance impact next week

### **Section 8: Common Mistakes to Avoid**

- Blindly following Google’s budget recommendations
- Forgetting to check disapproved ads
- Ignoring negative keywords → wasted spend
- Over-optimizing too fast (give changes at least a week before major shifts)

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