Google Ads SOP — Keyword Optimization

What You're Doing

You're cleaning up your account so money goes to the right search terms — the ones that actually bring in leads.

Steps

1. Pull performance for the last 2–4 weeks

   Look at impressions, clicks, cost, conversions, and cost per lead.

2. Find the weak links
   • Keywords spending money but not converting → pause or lower bids.
   • High CTR, no conversions → check your landing page or offer.
   • Low CTR → fix your ad copy or tighten match type.
3. Tighten your structure
   • Put top-performing keywords in their own ad group.
   • Keep poor performers separate or paused.
   • Make sure ad text matches the keyword directly.
4. Add negatives
   • Use the Search Terms Report weekly.
   • Block junk like "jobs," "DIY," "free," etc.
5. Adjust match types and bids
   • Use phrase or exact match for better control.
   • Only go broad if you're watching it like a hawk.
6. Recheck in 7–14 days

   Promote winners, cut losers, and repeat.

Deliverables

• Keyword status CSV (Active / Paused / 2nd‑Chance / Scale).
• Ad group restructuring notes (what moved, why).
• Negative keyword diff (added this round).
• Bid/budget change log.
• Before/after snapshot for client.

Suggested Cadence

Weekly quick scan; monthly deep dive. Re‑label 2nd‑Chance terms after each review window.