Client Changelog System

Why Changelogs Matter

Every time you make changes to a client's ad accounts, you need a record of what changed, why, and what to check next. This serves three purposes:

• Continuity — When you (or someone else) picks up the account next week, you know exactly where you left off and what to monitor.
• Accountability — If performance shifts, you can trace it back to a specific change on a specific date.
• Handover — If someone takes over the account, the changelog is the fastest way to get up to speed.

How It Works

One file per client, per platform

Each client gets a Markdown (.md) changelog file per platform. Store them in the client's Google Drive folder:

Client Folder/
├── Google Ads Changelog.md
├── Meta Ads Changelog.md
├── TikTok Ads Changelog.md
└── LinkedIn Ads Changelog.md

The session loop

1. Start of session: Open the client's changelog file. Paste the last 2–3 entries into Claude with the prompt: "Here's what I did last time. Keep this context in mind for today's audit."
2. Run the audit: Follow the platform-specific audit workflow. Make changes.
3. End of session: Ask Claude to generate a changelog entry (prompt below). Copy it and append it to the client's changelog file.

Changelog Entry Format

Every entry follows this structure:

## 2026-03-25 — Search Audit

**Analyst:** Grace
**Account:** Berlin Doner Kebab — Google Ads
**Campaign(s):** Search | Brand Keywords | EN | TH, Search | Menu Items | EN | TH
**Date range reviewed:** 18–25 March 2026

### Changes Made
- Added 8 negative keywords to account-level master list (food delivery apps, franchise, recipes)
- Increased bid on "kebab near me bangkok" by 15% — strong converter, low impression share
- Paused keyword "german food" — ฿1,200 spend, 0 conversions in 30 days
- Added 3 new exact match keywords from Search Terms: "halal kebab bangkok", "kebab delivery sukhumvit", "best kebab bkk"

### Key Findings
- 18% of spend going to irrelevant search terms (down from 24% last week)
- "kebab near me" cluster has 4.2% conversion rate — best performing theme
- Quality Score on "german restaurant bangkok" dropped to 4 — landing page mismatch

### Next Session
- Monitor new exact match keywords after 7 days
- Check if QS improves on "german restaurant bangkok" after LP update
- Review expanded brand terms — some competitors bidding on our brand

---

Quick-Start Prompt

Use this at the end of every audit session to generate the entry:

I just completed an audit for [CLIENT] on [PLATFORM].

Here's what I did:
[DESCRIBE CHANGES IN YOUR OWN WORDS]

Previous context:
[PASTE LAST CHANGELOG ENTRY OR "First audit"]

Generate a changelog entry in this format:
- Date + audit type heading
- Analyst name, account, campaigns touched, date range
- Changes Made (bulleted, specific)
- Key Findings (top 2-3 insights)
- Next Session (what to check next time)

Keep it concise — this is for a quick scan, not a report.

Rules

• Always log: Every audit session gets a changelog entry. No exceptions, even if the only action was "reviewed, no changes needed."
• Be specific: "Added negative keywords" is bad. "Added 8 negatives to master list (food delivery apps, franchise, recipes)" is good.
• Include the 'why': Don't just list what changed — note why. "Paused keyword — ฿1,200 spend, 0 conversions in 30 days."
• Always fill 'Next Session': This is the most important section. It's your future self's starting point.
• Don't edit old entries: Changelogs are append-only. If you need to correct something, add a new entry.