Last Updated on October 13, 2026

PPC Task: Monitor vs. General Account Strategy

Monitor Campaign Performance and General Account Research/Strategy tasks start with the same weekly check. The difference is how much you change in the account.

Monitor Campaign Performance General Account Research/Strategy
Goal Keep a healthy account performing Grow the account
Check the account At least once per week At least once per week
Changes None unless there’s a glaring issue Any edit that improves the account
Recommendations Dismiss irrelevant items, flag good ones to the MC Decide what to apply and what to dismiss

 

Monitor Campaign Performance

This task is usually for an account that is doing well and doesn’t need much work. Your job is to make sure it stays there.

  • Check the account at least once per week.
  • Make sure it is maintaining its performance and there are no unusual drops in tracking or spend.
  • Do not make any changes to the account, including negative keywords, unless there is a glaring issue:
    • Conversion tracking is broken
    • Obviously irrelevant search terms
    • Disapproved ads
    • A broken landing page

    When in doubt, ask the MC.

  • Recommendations: Look through them and dismiss irrelevant items. Let the MC know about good suggestions in the ClickUp task.
  • Log any changes in the Client Master.

General Account Research/Strategy

This task is for growing the account, so be proactive about finding improvements.

  • Check the account at least once per week.
  • Make sure it is maintaining its performance and there are no unusual drops in tracking or spend.
  • Make any edits you think would improve the account and help it grow, such as:
    • Adding negative keywords
    • Testing new ad text
    • Improving target keywords
    • Improving Quality Score and ad quality
    • Suggesting new landing pages (new build or existing)
    • Making changes to landing pages where applicable
  • Recommendations: Go through them and decide what to apply and what to dismiss.
  • Budget changes or major targeting decisions: Send your recommendation to the MC in the ClickUp task and get approval before making the change.
  • If the task description has specific instructions, do those instead of finding your own changes. You still need to do the weekly monitoring.
  • Log your changes in the Client Master.