Clients sometimes ask what we actually do once campaigns are live. Fair question: the setup is visible, but the work that makes campaigns profitable happens quietly every week. Here is what that looks like inside a typical account.
Monday: numbers first
We start with last week's spend, leads and cost per lead by campaign, ad set and ad. Anything that moved sharply gets investigated first. A sudden rise in cost per lead usually has a specific cause: a tired creative, a tracking break, a competitor, or a landing page problem.
Search terms and audiences
On Google, we read the search terms report and add negative keywords for irrelevant queries. On Meta and LinkedIn, we look at which audiences and placements bring leads and which only bring clicks. Small cuts here add up to large savings over a quarter.
Creative testing
We keep several creatives live and compare them on cost per lead, not likes. The weakest gets replaced with a new variation built on what the winner is doing: a different hook, a new offer angle or a customer proof point. See our guide to ad creatives that convert.
Budget moves
Money moves toward campaigns producing leads at or below target and away from those that aren't. We change budgets gradually, because large sudden changes can reset the platforms' learning.
Tracking health check
Website updates, new forms or plugin changes can quietly break conversion tracking. A weekly check that leads in the ad platform match leads received protects every other decision.
Lead quality feedback
This is the step most agencies skip. We ask your team which leads were serious and which were not, then adjust targeting, questions on the form and ad messaging. Optimising for good leads rather than cheap ones is where performance marketing really pays off. Read more in how to track which ad brought which customer.
Landing page and funnel fixes
If people click but don't enquire, the problem is usually after the click. We test headlines, shorten forms, add WhatsApp buttons and improve load speed. Our landing page checklist lists the usual suspects.
Reporting
Each report answers four questions in plain language: what we spent, what it brought in, what we learned, and what we will change next. If a report can't be read in two minutes, it is too long.
Monthly and quarterly work
- Monthly: review offers, refresh creatives, plan seasonal campaigns and compare platforms on cost per customer.
- Quarterly: revisit strategy, test a new channel or audience, and rebuild anything that has plateaued.
Why this matters when choosing an agency
If an agency cannot describe its weekly routine, the campaigns are probably set and forgotten. Ask to see a sample weekly update before you sign. This is the rhythm we follow for every client of our ads management service.