How to Reviews & Optimize Paid Performance Campaigns

🎯 Objective:

To ensure that all paid campaigns across platforms (Google Ads, Meta Ads, etc.) are reviewed regularly, optimized for performance, and aligned with Cashkr’s goals of lead generation, conversions, and cost-efficiency.

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🛠 Tools Required:

• Google Ads Manager

• Meta Ads Manager (Facebook/Instagram)

• LinkedIn Campaign Manager (if applicable)

• Google Analytics / Firebase

• Google Sheets (Performance Tracker)

• Looker Studio Dashboard (if available)

• Slack (team coordination)

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👥 Roles & Responsibilities:

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📅 Review Frequency:

• Daily: CTR, CPA, Spend Trends

• Weekly: Keyword & Audience Performance, Budget Shifts

• Monthly: ROI, ROAS, Conversion Funnels, Strategy Tweaks

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📋 Step-by-Step Process:

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✅ Step 1: Access Campaign Dashboards

Log into the platforms:

• Google Ads → Check all live campaigns

• Meta Ads → Filter by objective: traffic, conversions, leads

• Any other platforms → Retargeting, remarketing, app install

Use saved views to compare week-on-week or month-on-month data.

✅ Step 2: Analyze Core Metrics

Use filters by:

• City

• Device

• Platform (App vs Web)

• Audience group

• Day of week

✅ Step 3: Creative & Copy Audit

Check each ad creative and copy for:

• Alignment with brand tone & USP

• Repetitive visuals or overused hooks

• Performance across different audiences

If CTR is dropping:

• A/B test 2–3 new variants

• Use seasonal triggers (e.g., “Sell before Diwali”)

✅ Step 4: Keyword & Audience Optimization

For Google:

• Check Search Terms Report

• Pause underperforming keywords

• Add negative keywords

• Test long-tail queries

For Meta:

• Narrow or expand lookalike audience

• Pause low-engagement interest groups

• Adjust placement settings (manual vs auto)

✅ Step 5: Budget Reallocation

Reallocate budgets based on:

• Best-performing cities / devices

• Campaign ROAS

• CPA trends

Example:

• Shift budget from Nagpur (CPA ₹80) to Mumbai (CPA ₹45)

• Increase app install budget if CTR is 3%+

✅ Step 6: Funnel Analysis via GA or Firebase

• Check drop-off between click → form visit → submission

• Review event triggers and conversions

• Improve poor-performing landing pages or CTAs

✅ Step 7: Team Sync & Notes

• Update shared Performance Tracker Sheet weekly
  Columns: Platform, Campaign, Spend, CTR, CPA, Leads, Notes

• Share optimization actions with Ads Specialist via Slack/email:
  “Pause Campaign X due to ₹120 CPA. Replace creative. Focus on Bangalore leads.”

✅ Step 8: Strategic Review (Monthly)

• Prepare slides or summary:

  • Top 3 performing campaigns

  • Wasted spend analysis

  • Experiments & learnings

  • Next month’s priority

• Share with CEO during monthly marketing review.

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📝 Notes:

• Always ensure tracking is working (UTM tags, pixel, GTM)

• All major creative/copy changes should follow brand tone

• Maintain a Changelog Tab in tracker for accountability