Weekly, thirty minutes
- Search terms sorted by cost — add negatives.
- Merchant Center diagnostics — clear disapprovals.
- Budget check on anything limited and profitable.
- Scan for campaigns spending with no conversions.
- Glance at the change history so you know what you did.
Monthly
- Re-verify tracking against store orders.
- Review brand versus non-brand split.
- Feed pass: new products in, dead ones out.
- Read performance against break-even, not against last month.
None of it is clever. All of it compounds.