Agency Portal / Weekly Optimization

Weekly Optimization & Audit Routine

Execute this audit every Thursday afternoon or Friday morning to clean search terms, rebalance the 80/20 split, and dispatch the Friday client update.

⚙️ Weekly 5-Step Audit Routine

Step 1: Pull Search Terms Report (Last 7 Days)
Navigate to Campaigns → Insights & reports → Search terms. Filter for impressions > 0 and clicks. Step 2: Add Waste Queries to Campaign Negatives
Flag completely irrelevant queries, jobs, out-of-area locations. Add as Campaign-level negatives to BOTH Exact and Broad campaigns. Step 3: Harvest Converting Queries
Identify search terms from Broad that generated valid form leads. Add to Exact campaign in [brackets] and verify present in Broad without brackets. Step 4: Audit 80/20 Budget Allocation
Check spend split between Exact and Broad. If Exact has high impression share, keep 80/20. If Exact starves for volume, shift gradually to 70/30 or 60/40 (never exceed 40% Broad). Step 5: Benchmark Actual CPL vs Allowable CPL
Calculate weekly actual cost per enquiry. Check against target allowable CPL to detect conversion rate shifts or tracking errors.

🎯 Performance Decision Rules

Account Observation	Diagnostic Interpretation	Required Operator Action
Actual CPL < 50% Allowable CPL	Outperforming	Prepare performance graph to pitch scaling total monthly budget.
Actual CPL Near Allowable CPL	Stable & On Track	Continue weekly search term negative pruning. Test 1 new ad headline variation.
Actual CPL > Allowable CPL	Underperforming	Audit search terms for search intent mismatch; inspect mobile landing page load speed.
Clicks Recorded, 0 Leads	Possible Breakdown	Pause non-essential broad keywords immediately; submit test form on client site to verify tag.

✉️ Dynamic Friday Client Email Generator

Enter the client metrics for this week to generate a tailored email ready to send.

Client First Name

Planned Monthly Budget (£)

Actual Spend This Week (£)

Enquiries Received This Week

Negative Keywords Added

Generated Friday Update Email