You should optimize PPC campaigns on a steady schedule, with quick checks daily and real optimization work at least weekly, because paid traffic responds fast to budget pacing, search demand, and competition.
In practice, the right cadence depends on how much you spend and how many conversions you generate. A $50 to $150 per day local service campaign in Orlando might only produce a handful of leads per week, so we focus on weekly decisions based on clean trends, not constant tinkering. A higher-spend account (or a promo-heavy business like urgent dental, personal injury, or same-day home services) needs tighter monitoring so you do not run out of budget at 2 p.m. or miss a sudden spike in high-intent searches. If you want this handled end-to-end, our PPC management service is built around this exact operating rhythm.
| How often | What we optimize | Why it matters |
|---|---|---|
| Daily (5 to 10 minutes) | Budget pacing, obvious wasted spend, disapproved ads, location targeting drift, broken links, sudden CPC jumps | Keeps spend controlled and prevents “silent” issues that kill leads |
| Weekly (30 to 90 minutes) | Search terms and negatives, bids or bid targets, ad copy tests, device and location adjustments, audience signals, schedule (days and hours), landing page lead quality | Weekly data is usually enough to spot patterns without reacting to noise |
| Every 2 to 4 weeks | Creative refresh, new offers, expansion to new keywords or match types, rebuild weak ad groups, tighten targeting, refine conversion actions | Prevents ad fatigue and keeps the account moving toward better cost per lead |
| Monthly | Full KPI review (leads, cost per lead, lead quality, close rate inputs), attribution checks, conversion tracking audit, budget shifts by service line | Connects ad spend to real revenue, not just clicks |
| Quarterly | Account structure cleanup, new landing pages, competitive review, seasonality planning (Florida storms, travel peaks, snowbirds), testing roadmap | Resets the foundation so small weekly gains compound |
The biggest mistake we see is over-optimizing too fast. When you change bids, targeting, ads, and landing pages all at once, it becomes hard to tell what helped and what hurt. It can also take time for automated bidding to recalibrate after meaningful changes, so we batch edits, document them, and give the data room to settle before making the next move.
Weekly optimization almost always includes a search term cleanup. For local businesses, this is where budget leaks happen: irrelevant “how to” searches, job seekers, DIY traffic, out-of-area clicks, or service variants you do not actually sell. Cutting those out and adding the right negatives is one of the fastest ways to lower cost per lead without raising spend.
To keep decisions grounded, we track a small set of numbers that tie to booked jobs. If you want a simple list of metrics to watch (and what they mean), our FAQ on SEO metrics to track is still useful for PPC because the same lead-quality thinking applies.
Finally, do not ignore the landing page. Even a perfectly run campaign will struggle if the page is slow, confusing, or makes it hard to call or book. In many Orlando categories, improving the page conversion rate is the cheapest “optimization” you can do because you get more leads from the same clicks, and that is where our web design work often pairs with paid ads.
If you want a safe default: check pacing daily, do a focused optimization pass weekly, and do a deeper performance and tracking review monthly. That cadence keeps PPC steady without turning it into a full-time job, and it is flexible enough to ramp up during busy seasons or promotions.
