A monthly account review you can do yourself

1. Change history (5 min)

Last 30 days. Are there negatives being added, budgets moving, ads being tested? Or silence?

2. Conversions vs store orders (10 min)

Same window, both numbers. If they disagree by a lot, that is the conversation.

3. Brand vs non-brand (10 min)

Filter by your brand terms. What share of spend and revenue is people who typed your name?

4. Search terms by cost (10 min)

Anything obviously irrelevant near the top means nobody is reading it.

5. Merchant Center diagnostics (5 min)

Active disapprovals nobody has cleared.

Five checks. If all five look right, the account is being run properly whatever the report looks like.