For most businesses, PPC reports should be reviewed weekly, with a deeper monthly review, while budgets and lead flow should be monitored a few times per week (or daily when campaigns are new or spend is high).
In plain terms, you want two rhythms: (1) quick check-ins to catch problems early (budget pacing, tracking breaks, sudden cost spikes, bad search terms), and (2) scheduled reporting reviews where you compare trends and decide what changes to make next. If you are launching a new Google Ads campaign, changing bidding, swapping landing pages, or adding new locations in Central Florida, check performance daily for the first 7 to 14 days because early data swings can reveal tracking issues or wasted spend fast. If you want us to run and report this for you, our PPC management includes a review cadence that fits your budget and how quickly your leads come in.
| Scenario | What to review | How often | What you decide |
|---|---|---|---|
| New campaign or major changes | Spend pacing, conversion tracking, search terms, early CPL/CPA | Daily for 1 to 2 weeks | Pause waste, fix tracking, add negatives, tighten targeting |
| Higher spend or tight budgets | Daily budget pacing, top campaigns, missed impression share, lead volume | 3 to 5 times per week | Shift budget, cap runaway keywords, adjust schedules and geo |
| Stable campaigns with steady demand | Week over week trends, queries, devices, locations, ad tests | Weekly | Refresh ads, expand winners, clean up search terms |
| Seasonal or event-driven demand (common in Florida) | Weekday patterns, surge terms, after-hours calls, service-area hot spots | Weekly, plus extra checks during spikes | Increase budgets, adjust hours, tailor offers (storm cleanup, AC, pest season) |
| Business-owner scorecard | Booked calls/forms, cost per booked lead, lead quality notes | Monthly | Keep, scale, or rebuild what is not producing real jobs |
What we expect you to look for in every review (weekly or monthly) is simple: are you buying real opportunities, or just clicks? Focus on conversion volume and cost per lead, lead quality (calls that turn into appointments), search terms (what people actually typed), location and time of day, and landing page conversion rate. Many Orlando service businesses also need call tracking and after-hours routing checked regularly because missed calls can make a campaign look “bad” when the real issue is follow-up.
If your ads are getting clicks but not turning into booked work, the report review should include the page experience too. Sometimes the fastest win is improving the landing page speed, message clarity, and form or call flow, which is where our web design work often ties directly to better PPC results.
If you are building your own reporting routine, it helps to standardize the metrics you look at each time and keep it consistent month to month, similar to how we recommend tracking outcomes in SEO metrics you should track and maintaining clean measurement in tools for measuring performance. If you tell us your monthly ad spend range and your average lead-to-customer cycle (same day vs two weeks), we can suggest a review cadence that matches how fast you can act on the data.
