Optimization Cadence
What the Paid Media Specialist does daily, weekly, monthly, and quarterly — across all client accounts
Last updated: March 2026
Daily (10–15 min per client)
| Task | Detail |
|---|---|
| Portfolio sweep | Scan all active accounts for anomalies. MCC / BM dashboards. Highest-spend first. |
| Spend check | Is daily spend on track? Overspending or underspending? |
| Anomaly scan | CPC spikes, CTR drops, disapproved ads, zero impressions? |
| Lead/conversion check | Did conversions come in? Quick quality check. Flag to AM if quality drops. |
| TikTok creative health | Check for declining delivery — flag creatives needing refresh. |
Weekly (45–60 min)
| Task | Platform |
|---|---|
| Search Terms review — Add negatives, discover new keyword opportunities. #1 weekly task. | |
| Bid adjustments — Review keyword CPCs. Increase high-converters, decrease underperformers. | |
| Ad performance — Pause underperforming ads. Note which creative angles work. | Meta |
| Frequency check — If >2.5/week = audience fatigue. Expand or refresh. | Meta |
| Creative perf — Identify winning hooks. Brief new creatives based on what works. | TikTok |
| Audience perf — Review by job title/seniority. Exclude low-performers. Check overlap. | |
| Budget rebalancing — Shift spend toward best-performing campaigns/platforms. | All |
| Client AM sync — Weekly highlights to Account Manager. Flag concerns. Get lead quality feedback. | All |
Monthly (half day / client)
| Task | Detail |
|---|---|
| Client monthly report | CPL, conversion rate, spend, ROAS by platform/campaign. Standard template. |
| Quality Score audit | Check QS. Improve ad relevance or landing page for low-QS. Google |
| Audience refresh | Update lookalike sources, retargeting windows, exclusions. Meta |
| Creative refresh | Brief 3–5 new ad variations. New angles, formats, hooks. Meta |
| Full creative refresh | Replace fatigued creatives. Source new UGC. Plan Spark Ads. TikTok |
| ABM list refresh | Update company lists from CRM. Check Matched Audience match rates. LinkedIn |
| Conversion tracking audit | Verify all Pixels/tags still firing. Check for attribution gaps. |
| Bidding strategy review | Enough data for Smart Bidding? Adjust Target CPA/ROAS goals. |
Quarterly (full day)
| Task | Detail |
|---|---|
| Client QBR prep | Performance trends, recommendations, budget/strategy changes for next quarter. |
| Strategy review | Right platforms? Add/drop channel? Budget to highest-ROI channel? |
| Competitive analysis | What are competitors doing? New messaging, platforms, offers? |
| Keyword refresh | Re-run 7-step keyword research process. Markets shift. New terms emerge. Google |
| Landing page review | Still performing? Recommend A/B tests, speed fixes, mobile UX. |
| Account hygiene | Archive old campaigns, clean paused ad groups, verify naming. |
| Cross-client learnings | What worked for one client that applies to others? |