Key Takeaways
- Weekly PPC Tasks
- Monthly PPC Tasks
- Scaling Profitable Campaigns
PPC management is the ongoing process of monitoring, optimizing, and scaling paid search campaigns to maintain and improve performance. Unlike set-it-and-forget-it advertising, PPC requires consistent attention to prevent budget waste and capitalize on performance opportunities.
Weekly PPC Tasks
Review search term reports and add negatives. Check budget pacing (not over- or under-spending). Review Quality Score changes. Pause poor-performing keywords and ads. Check bid strategy performance vs. targets. Flag any anomalies (sudden CPC spikes, CTR drops) for investigation.
Monthly PPC Tasks
Audience performance review. Ad copy rotation analysis — pause underperformers, test new variations. Landing page performance and conversion rate check. Budget allocation review across campaigns. Competitive analysis using Auction Insights. Month-over-month KPI trend analysis.
Scaling Profitable Campaigns
When a campaign is hitting CPA or ROAS targets consistently, scale by: increasing daily budget (10–20% increments to avoid disrupting Smart Bidding), expanding keyword list with new high-intent variations, testing new audience segments, and adding geographic expansion for performing areas.
Quick Facts
The OwlClaw team brings together specialists in SEO, paid media, social marketing, and AI automation — delivering measurable growth for 150+ businesses across India.