Every decision is written down with its reason (31 so far), three checks fire on their own when the numbers call for it, and a routine of 13 steps keeps the account clean.
What we did
Is every choice written down? Yes — a decision log of 31 decisions, each with its reason and where it is proven: in the account, on the site or in the plan. 28 are already proven; a decision is never argued again unless the numbers change.
What happens when the numbers move? 3 checks were agreed in advance. They count only the days the ads are live, so nothing fires too early:
| When | Then |
|---|---|
| the first 7 days spend under half the budget | switch on the paused test campaign |
| 15+ requests a month | let Google bid for the value of paid jobs |
| a request costs more than $72 | review the searches, add excluded words, check the costliest page |
Who looks at the account, and how often? A routine of 13 steps:
| How often | What |
|---|---|
| every day | is spending on pace? did a check fire? |
| every week | what did people really search? exclude the wrong ones, keep the good ones · review the calls |
| every month | the ads' and links' ratings · a full audit · the bid strategy against request numbers · next month's goal · a report to you |
Where can you see it? In your CRM: Admin → Google Ads Analytics — performance, goals, the plan, the decision log, the checklist and the routine, read from the ad account.
every day ─▶ is spending on pace?
every week ─▶ what did people search? exclude the wrong ones · listen to calls
every month ─▶ full audit ─▶ report to you
anytime ─▶ 3 checks fire on their own when a number crosses its line
How it looks
Screenshots are from the Google Ads section of your CRM, which reads the ad account directly.
Why it matters
The account does not drift: every change has a reason you can read, and problems are caught by rules agreed before they happen.