Google Ads Management: What a Search Campaign Review Should Cover

Before approving a Google Ads management proposal, ask the manager to trace one search term all the way to a paid order or qualified lead. Clicks and spend are visible in the ad account; the business outcome may only be visible in your CRM.

Define the conversion before adjusting bids

Decide whether success means a completed order, a booked appointment, or a qualified lead. Test the conversion action and check for duplicates. Separate a click on a phone number from a connected call when your systems can support that distinction. Keep the business owner in control of account access.

Review the match between demand and offer

Inspect actual search terms, geographic settings, ads, and the landing page. Someone asking for a repair should not be sent to a replacement-only offer. Use negative keywords carefully and review their effect on legitimate queries. Document significant changes and the question each test is intended to answer.

Report economics in a common currency

If a campaign spends $900, produces 30 inquiries, and closes three sales, the cost per inquiry is $30 and the cost per sale is $300. Compare the latter with contribution after delivery costs. An effective report distinguishes attribution estimates from confirmed sales and explains which test will run next.

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