Day 16 – Monitor Campaign Performance (Step-by-Step Guide)
Week 4: Google Ads Optimization & Reporting
Day 16 – Monitor Campaign Performance (Step-by-Step Guide)
The purpose of Day 16 is to monitor how your Google Ads campaign is performing after it has started running. Instead of making changes immediately, you first collect and analyze data to understand what is working and what needs improvement.
Step 1: Log in to Google Ads
What are you doing?
Accessing the Google Ads account to review the campaign's performance.
Tool
Using Google Ads – Monitor campaign performance and advertising results.
How to Access
Go to:
Log in using the client's Google account.
Free or Paid:
✅ Free to monitor.
💰 Advertising costs apply only to active campaigns.
Step 2: Select the Campaign
What are you doing?
Opening the campaign you want to analyze.
Steps
Click Campaigns.
Select the campaign.
Example
Root Learning | Search | Canada
Choose the date range.
Recommended:
Last 7 Days
Last 30 Days
Step 3: Check Impressions
What are you doing?
Reviewing how many times your advertisements were shown on Google.
What are Impressions?
An impression is counted every time your ad appears on a Google Search results page or another Google Ads placement.
Why?
Impressions tell you how often your ads are being seen.
Example
| Ad | Impressions |
|---|---|
| Online Tutoring | 4,800 |
| Math Tutoring | 2,300 |
| Reading Tutor | 1,900 |
Interpretation
High Impressions
Many people are seeing the ads.
Low Impressions
Possible reasons:
Low search volume.
Low daily budget.
Low bids.
Ads are still under review.
Limited targeting.
Step 4: Check Clicks
What are you doing?
Reviewing how many people clicked your advertisement.
What are Clicks?
A click happens when someone selects your ad and visits your website or performs another supported action.
Why?
Clicks show how much interest your ads are generating.
Example
| Ad | Clicks |
|---|---|
| Online Tutoring | 185 |
| Math Tutoring | 98 |
| Reading Tutor | 70 |
Interpretation
More clicks usually mean more visitors, but the quality of those visitors matters too.
Step 5: Check CTR (Click-Through Rate)
What are you doing?
Measuring how often people click your ad after seeing it.
What is CTR?
CTR measures the percentage of impressions that resulted in a click.
Formula
CTR = (Clicks ÷ Impressions) × 100
Example
Impressions
5,000
Clicks
250
CTR
(250 ÷ 5,000) × 100 = 5%
Why?
A higher CTR generally indicates that your ad is relevant to users' searches.
If CTR Is Low
Consider improving:
Headlines
Descriptions
Keywords
Ad relevance
Call-to-action
Step 6: Check CPC (Cost Per Click)
What are you doing?
Reviewing how much is paid, on average, for each click.
What is CPC?
CPC is the average amount paid when someone clicks your advertisement.
Formula
Average CPC = Total Cost ÷ Total Clicks
Example
Advertising Cost
$120
Clicks
240
Average CPC
$0.50
Why?
Knowing your CPC helps you understand how efficiently your advertising budget is being used.
Step 7: Check Conversions
What are you doing?
Reviewing how many valuable actions visitors completed.
What is a Conversion?
A conversion is an action that supports the client's business goals.
Examples
Contact form submitted.
Phone call made.
Tutoring session booked.
Student enrolled.
Example
| Conversion | Total |
|---|---|
| Contact Forms | 24 |
| Phone Calls | 15 |
| Lesson Bookings | 10 |
Why?
Conversions are usually a better measure of campaign success than clicks alone.
Step 8: Review Search Terms
What are you doing?
Checking the actual searches people used before clicking your ad.
Tool
Using Google Ads – Search Terms Report.
Steps
Open the campaign.
Click Insights and Reports (or Keywords → Search Terms, depending on the interface).
Review the search terms.
Example
Good Searches
online tutoring
math tutor
reading tutor
Poor Searches
free tutoring
tutoring jobs
teacher salary
Action
Add irrelevant searches as negative keywords to reduce wasted spend.
Step 9: Review Top-Performing Ads
What are you doing?
Identifying which ads are generating the best results.
Check
Highest CTR
Most conversions
Lowest CPC
Questions
Which headline performs best?
Which description gets more clicks?
Which ad group generates the most enquiries?
Step 10: Record Your Results
What are you doing?
Creating a campaign performance report.
Tool
Using Google Sheets or Microsoft Excel – Campaign Performance Report.
How to Access: Google Sheets
Free or Paid: ✅ Free.
Example
| Metric | Result | Notes |
|---|---|---|
| Impressions | 8,200 | Good visibility |
| Clicks | 390 | Strong interest |
| CTR | 4.76% | Above campaign target |
| Average CPC | $0.58 | Within budget |
| Conversions | 38 | Good performance |
| Cost per Conversion | $5.95 | Acceptable |
| Best Ad Group | Online Tutoring | Highest conversions |
Best Practices
Check the Campaign Regularly
Daily during the first week.
Weekly after the campaign becomes stable.
Don't Make Immediate Changes
Allow enough time for data to accumulate before making major optimization decisions, unless there is a clear issue such as a broken landing page or excessive spending.
Focus on Business Results
Success is measured by meaningful outcomes such as:
More enquiries.
More bookings.
More student enrollments.
Better return on advertising spend.
Deliverables for Day 16
By the end of Day 16, you should have:
✅ Campaign performance reviewed.
✅ Impressions analyzed.
✅ Clicks analyzed.
✅ CTR calculated and reviewed.
✅ Average CPC reviewed.
✅ Conversions measured.
✅ Search terms reviewed.
✅ Top-performing ads identified.
✅ Campaign performance report completed.
Final Goal
By the end of Day 16, you should clearly understand:
How many people are seeing your ads.
How many are clicking.
How much each click costs.
How many visitors are becoming leads or customers.
Which ads and keywords are performing best.
Which areas need improvement in the next optimization phase.
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