Google Search Campaigns
Complete audit & management workflows — every check, every cadence, with Claude prompts
Last updated: March 2026
How to use this page
Jump to the cadence that matches what you're doing today. Each task tells you exactly what to export, what to ask Claude, what to change, and what to log. Always end a session by logging changes — see Changelog System.
At a Glance
| Cadence | Time | What You're Checking |
|---|---|---|
| Every 2–3 days | 5 min | Spend pacing, disapproved ads, anomalies |
| Weekly | 20–25 min | Search terms, negatives, quick bid scan |
| Fortnightly | 20 min | Keyword performance, QS, match types, bid adjustments |
| Monthly | 30 min | Ad copy, extensions, audiences, competitor check |
| Quarterly | 45 min | Keyword research refresh, account structure, strategy |
Every 2–3 Days
Quick Health Check
Dashboard glance only — no exports, no Claude. Just make sure nothing is broken or bleeding money.
1. Spend Pacing
Check daily spend vs. budget across all Search campaigns. Is any campaign significantly over or underspending? If a campaign is on track to blow its monthly budget early, reduce the daily budget or pause non-critical keywords.
Actions if flagged
- Adjust daily budget if pacing >110% or <70% of target
- Check if a single keyword is eating disproportionate budget
2. Disapproved Ads
Any disapproved or limited ads? These silently kill campaigns. Fix the policy violation or create a replacement immediately.
3. Anomaly Scan
Look for sudden changes: CPC spikes (>30% vs. prior week), CTR drops, zero-impression keywords, or conversion rate drops. These usually signal a competitor change, a landing page issue, or a Google policy update.
Actions if flagged
- CPC spike: Check auction insights for new competitors. Review bids.
- CTR drop: Check if ads were changed or if a competitor's ad is more compelling.
- Zero impressions: Check keyword status — could be low search volume, bid too low, or disapproved.
- Conv rate drop: Check landing page (is it loading? did the client change something?).
4. Conversion Check
Did conversions come in over the last 2–3 days? If a campaign that normally converts has gone quiet, investigate. Check conversion tracking is still firing (Google Tag Assistant or GTM preview mode).
No log needed
Unless you make changes. If you adjust budgets or pause ads, note it in the changelog. If everything looks fine, move on.
Weekly
Search Terms & Negatives
This is the #1 weekly task for Search campaigns. Where most wasted spend hides.
1. Search Terms Review
Export from Google Ads
Go to Insights & Reports > Search terms. Date range: last 7 days. Download as CSV.
Columns needed: Search term, Campaign, Ad group, Impressions, Clicks, Cost, Conversions, Conversion rate.
Columns needed: Search term, Campaign, Ad group, Impressions, Clicks, Cost, Conversions, Conversion rate.
Claude Prompt — Weekly Search Terms
You are auditing a Google Ads Search Terms report for [CLIENT NAME].
This is a [DESCRIBE BUSINESS — e.g. "B2B marketing agency in Bangkok"].
Here is the Search Terms data (last 7 days):
[PASTE CSV DATA]
Target CPA: ฿[TARGET] per conversion
Weekly budget: ฿[BUDGET]
Analyse and return:
1. **Negative keyword candidates** — Terms with spend but zero conversions, OR terms clearly irrelevant to the business. Group by theme (e.g. "job-related queries", "competitor brands", "DIY/free"). Show total wasted spend per theme.
2. **Wasted spend summary** — Total ฿ spent on zero-conversion and irrelevant terms. What % of total weekly spend is this?
3. **Converting search terms to add** — Any terms with conversions that aren't currently added as exact match keywords. List them with recommended match type.
4. **Emerging patterns** — Any new search themes appearing that suggest an opportunity or a problem (e.g. seasonal terms, new competitor names, new service queries)?
5. **Top 3 quick wins** — Ranked by estimated ฿ saved or gained per week.
Use the exact search terms as written (don't rephrase) so I can copy directly into Google Ads. For negatives, suggest whether each should be phrase match or exact match negative.
Actions
- Add negatives to the correct list: account-level master for universal irrelevants, campaign-level for campaign-specific terms
- Add high-converting search terms as exact match keywords in the appropriate ad group
- If a search term doesn't fit any existing ad group, flag it for the fortnightly review (might need a new ad group)
2. Negative Keyword List Check
Export from Google Ads
Go to Keywords > Negative keywords (both campaign and account level). Quick scan — don't need to export unless the list is getting long.
Check that negatives aren't accidentally blocking good traffic. Specifically:
- Are any broad match negatives blocking phrase-match keywords you actually want?
- Has a recently added negative killed impressions on a previously-converting keyword?
- Compare this week's impression counts to last week — sudden drops could be caused by an overly aggressive negative.
Common mistake: Adding "free" as a broad match negative blocks "free consultation" which might be exactly what the client offers. Use phrase match or exact match negatives unless you're certain.
3. Top-Spender Quick Bid Scan
Sort keywords by cost (descending). Look at the top 10 spenders. For each:
- Is it converting at or below target CPA? Good — leave it.
- Spending heavily with poor conversion rate? Reduce bid by 10–15% or check the landing page.
- Converting well but limited by budget (Impression Share <60%)? Consider increasing bid or budget.
This is a quick eyeball, not a deep analysis. The full keyword audit happens fortnightly.
4. Log Changes
After making changes, generate a changelog entry. Tell Claude what you did in plain language:
Claude Prompt — Weekly Log
I just completed the weekly Search audit for [CLIENT NAME] on Google Ads.
Here's what I did:
[DESCRIBE IN YOUR OWN WORDS — e.g. "Added 14 negatives across 3 themes: job queries, free/DIY, competitor brands. Added 2 new exact match keywords from search terms. No bid changes this week."]
Wasted spend found: ฿[AMOUNT] ([X]% of weekly spend)
Previous changelog:
[PASTE LAST ENTRY OR "First audit"]
Generate a changelog entry with: date, analyst, account, campaigns, changes made, key findings, and what to check next session.
Keep it concise and specific — I want to scan this in 30 seconds next week.Copy the generated entry into the client's Google Ads Changelog.md file. Update the audit tracker with today's date.
Fortnightly
Keyword Performance Deep Dive
Deeper analysis of keyword health, bids, Quality Scores, and match types. Run every 2 weeks, or weekly for high-spend accounts.
1. Full Keyword Performance Audit
Export from Google Ads
Go to Keywords > Search keywords. Date range: last 14 days. Download as CSV.
Columns needed: Keyword, Match type, Status, Campaign, Ad group, Impressions, Clicks, Cost, Conversions, Conv. rate, Avg. CPC, Quality Score, Impression Share.
Columns needed: Keyword, Match type, Status, Campaign, Ad group, Impressions, Clicks, Cost, Conversions, Conv. rate, Avg. CPC, Quality Score, Impression Share.
Claude Prompt — Keyword Performance
You are auditing keyword performance for [CLIENT NAME] — Google Ads Search campaigns.
Business: [BRIEF DESCRIPTION]
Target CPA: ฿[TARGET]
Monthly budget: ฿[BUDGET]
Keyword data (last 14 days):
[PASTE CSV DATA]
Previous changelog context:
[PASTE LAST 1-2 CHANGELOG ENTRIES]
Analyse and return:
1. **Bid adjustments** — Keywords where CPA is significantly above or below target. For each, recommend a specific bid change (increase/decrease by %) with reasoning. Focus on the top 15 keywords by spend.
2. **Quality Score issues** — Keywords with QS ≤ 5. For each, identify the likely cause:
- Low ad relevance → headline doesn't match the keyword
- Low landing page experience → LP content or speed issue
- Low expected CTR → ad copy not compelling enough
Suggest a specific fix for each.
3. **Pause candidates** — Keywords with meaningful spend (>3% of budget) and zero conversions over 14 days, OR CPA more than 3x target. List with spend amount.
4. **Match type review** — Any phrase match keywords that should be tightened to exact match (consistent converters), or any exact match winners where a phrase match variant could capture more volume?
5. **Impression Share opportunities** — Keywords converting well but with Impression Share below 50%. These are being outbid — estimate the additional budget needed to capture more volume.
6. **New ad group suggestions** — Based on keyword themes, are any ad groups too broad and should be split? Or are there keyword gaps where a new ad group would help?
Prioritise the top 5 actions by estimated impact on CPA/spend efficiency.
Actions
- Adjust bids on flagged keywords (don't change more than 15–20% at a time)
- Pause keywords that have spent significantly with no return
- Add tighter match type variants for consistent converters
- Flag QS issues that need landing page changes (share with AM/client)
- Note ad group restructuring ideas for the monthly review
2. Auction Insights Scan
Export from Google Ads
Select a Search campaign > Auction insights. Note the top 3–5 competitors, their Impression Share, and Overlap Rate. No full export needed — screenshot or note down.
What to look for:
- New competitor appearing with high impression share? They may have just entered the market.
- Competitor's impression share increasing while yours decreases? They may have increased bids/budget.
- Your "Position above rate" dropping? Consider if you need to compete on position or if lower positions still convert well.
Don't chase position for vanity. If you're converting well in position 2–3 at a good CPA, don't increase bids just to be #1. Only compete on position if conversion rate drops with lower positions.
3. Network & Device Performance
Quick check: segment by Network (should be Google Search only — if Search Partners somehow got turned on, turn it off). Segment by Device — if mobile CPA is significantly worse than desktop, add a negative bid adjustment for mobile (-20% to -50%).
4. Log Changes
Use the same logging prompt from the weekly section. Include bid changes, paused keywords, and any QS issues flagged.
Monthly
Ad Copy, Extensions & Audiences
Creative and structural review. This is where you improve CTR, test new messaging, and review who you're reaching.
1. Ad Copy Audit
Export from Google Ads
Go to Ads & assets > Ads. Filter to Search campaigns. Date range: last 30 days. Download as CSV.
Columns: Campaign, Ad group, Headlines, Descriptions, Impressions, Clicks, CTR, Conversions, Conv. rate.
Columns: Campaign, Ad group, Headlines, Descriptions, Impressions, Clicks, CTR, Conversions, Conv. rate.
Claude Prompt — Ad Copy Audit
You are auditing Google Ads RSA (Responsive Search Ad) performance for [CLIENT NAME].
Business: [DESCRIPTION]
Target audience: [WHO ARE THEY TRYING TO REACH]
Ad performance data (last 30 days):
[PASTE CSV DATA]
Previous changelog (for context on what's been tested before):
[PASTE LAST 2-3 ENTRIES]
Analyse and return:
1. **Winners vs losers** — Rank ads by conversion rate and CTR. Which ads should be kept, which should be paused? Be specific about which headlines/descriptions are doing the work.
2. **Headline performance patterns** — What types of headlines work best? (Numbers, questions, specific benefits, urgency, social proof?). What types are underperforming?
3. **New headline suggestions** — Write 5 new headline options (max 30 chars each) based on what's working. Make them specific to the client's business, not generic.
4. **New description suggestions** — Write 3 new descriptions (max 90 chars each) that complement the winning headlines.
5. **Pinning recommendations** — Should any headlines be pinned to Position 1? Only if there's a clear winner that drives conversions.
6. **Ad-to-keyword alignment** — Are there any ad groups where the ad copy doesn't closely match the keyword theme? This kills Quality Score.
Give me copy I can paste directly into Google Ads — exact character counts matter.
Actions
- Pause lowest-performing ads (keep min 1 active RSA per ad group)
- Add new headlines/descriptions to existing RSAs (don't delete old ones — add and let Google test)
- If an ad group has only 1 RSA, create a second with different messaging angles for testing
- Fix any ad-to-keyword mismatches flagged
2. Extension Review
Check in Google Ads
Go to Ads & assets > Assets. Review each type. No export needed — quick visual scan.
Check that all required extensions are active and performing:
| Extension | Min Required | Check |
|---|---|---|
| Sitelinks | 4+ | Are links still relevant? Any leading to 404s? |
| Callouts | 4+ | Do they highlight current offers/USPs? |
| Structured Snippets | 2+ | Categories match the business? |
| Business Name/Logo | 1 | Is it approved and showing? |
| Call Extension | If applicable | Phone number correct? Tracking on? |
| Location Extension | If applicable | Linked to Google Business Profile? |
3. Audience & Demographic Review
Export from Google Ads
Go to Audiences, keywords, and content > Audiences. Also check Demographics (Age, Gender, Household income if available). Date range: last 30 days. Export CSV if data is substantial.
Claude Prompt — Audience Review
Here is audience/demographic data for [CLIENT NAME] — Google Ads Search campaigns (last 30 days):
[PASTE AUDIENCE/DEMOGRAPHIC DATA]
The client targets: [DESCRIBE TARGET AUDIENCE]
Analyse and return:
1. **Demographic performance** — Which age groups, genders, or income brackets convert best? Any that should get bid adjustments (+ or -)?
2. **Observation audiences** — If remarketing lists or in-market audiences are added as "observation", which show meaningfully better conversion rates and should get positive bid adjustments?
3. **Exclusion candidates** — Any demographics consistently converting poorly that should be excluded or negatively bid-adjusted?
Keep recommendations tied to statistical significance — don't recommend changes based on tiny sample sizes. Flag where data is insufficient.
Actions
- Add bid adjustments for high/low-performing demographics
- Add observation audiences (in-market segments, remarketing lists) if not already set up
- Exclude demographics that never convert (but only with sufficient data — 30+ days minimum)
4. Landing Page Quick Check
Click through the top 3 landing pages used in Search campaigns. Check:
- Does the page load in under 3 seconds on mobile?
- Does the headline match the ad copy / keyword theme?
- Is the form or CTA above the fold?
- Is the page still live (no 404s, no "under maintenance")?
- Has the client changed anything without telling you?
If there are issues, flag to the AM and log it. Don't wait — a broken landing page bleeds money every day.
5. Competitor Ad Scan
Google the client's top 3–5 keywords incognito. Note what competitor ads look like. Are they offering something your client isn't? New promotions, different angles? Use this to inform next month's ad copy refresh.
6. Log Everything
Monthly logs should be more detailed than weekly. Include ad copy changes, extension updates, audience adjustments, and any landing page issues flagged. Use the logging prompt and note what you'll test next month.
Quarterly
Full Account Review & Strategy Reset
Step back and look at the big picture. Is the account structured correctly? Are we on the right keywords? Is Search still the best channel for this client?
1. Keyword Research Refresh
Re-run the 7-step keyword research process. Markets shift, new terms emerge, competitors change. Paste your current keyword list and the fresh research into Claude:
Claude Prompt — Quarterly Keyword Refresh
I'm doing a quarterly keyword refresh for [CLIENT NAME] — Google Ads Search.
Business: [DESCRIPTION]
Target market: [COUNTRY/LANGUAGE]
Current active keywords (exported from Google Ads):
[PASTE CURRENT KEYWORD LIST WITH PERFORMANCE DATA — last 90 days]
Fresh keyword research (from Google Keyword Planner / SEMrush):
[PASTE NEW KEYWORD IDEAS WITH SEARCH VOLUME AND COMPETITION]
Analyse and return:
1. **Gaps** — Keywords in the fresh research that we're NOT currently targeting but should be. Estimate potential based on search volume and relevance.
2. **Retire candidates** — Current keywords that have had 90 days of data with no meaningful conversions. Should we pause or give them another quarter?
3. **Emerging trends** — Any seasonal or trending terms that weren't relevant last quarter but are now?
4. **Competitor keywords** — Any terms where competitors are visible but we're not?
5. **Account restructure suggestions** — Should any campaigns or ad groups be consolidated, split, or reorganised based on 90 days of data?
6. **Budget reallocation** — Based on 90-day performance, which campaigns deserve more budget and which should be scaled back?
Think strategically — this informs the next 3 months of paid search for this client.2. Account Structure Review
Check the account still follows the Account Structure Principles:
- 1 objective = 1 campaign?
- Languages separated?
- Countries separated?
- Ad groups tightly themed (3–7 per campaign, 8–20 keywords each)?
- Naming convention followed on everything?
- Any paused campaigns or ad groups that should be archived or cleaned up?
3. Conversion Tracking Audit
Verify all conversion actions are still firing correctly:
- Go to Goals > Conversions > Summary. Are all conversion actions showing recent data?
- Check GTM — are all tags firing on the right triggers?
- Test the main conversion path yourself (submit a test lead, complete a test purchase) if possible.
- Check for duplicate conversions (same action counted twice).
4. Strategy Review with AM
Before making big changes, sync with the Account Manager:
- Is the client happy with lead quality/volume?
- Any new services, promotions, or markets to target?
- Should we test a different campaign type (PMax, Video) alongside Search?
- Budget changes for next quarter?
Claude Prompt — Quarterly Summary for AM
Generate a quarterly Search campaign summary for [CLIENT NAME] that I can share with the Account Manager.
Performance data (last 90 days):
[PASTE CAMPAIGN-LEVEL SUMMARY — spend, conversions, CPA, CTR, conv rate]
Key changes made over the quarter:
[PASTE OR SUMMARISE FROM CHANGELOG]
Format as:
1. **Performance summary** — How did we do vs. target? MoM trend?
2. **What worked** — Top 2-3 wins
3. **What didn't** — Top 2-3 issues
4. **Recommendations for next quarter** — Budget, keywords, new tests
5. **Questions for the client** — Things we need input on before planning next quarter
Keep it jargon-light — the AM may share this directly with the client.5. Log & Reset
The quarterly log should capture the strategic picture, not just individual changes. Include the QBR summary, strategy decisions, and the plan for next quarter. This becomes the "starting context" for the next 12 weeks of work.