Google Ads Optimization Roadmap

A spreadsheet roadmap for prioritizing weekly Google Ads optimization tasks.

For anyone managing a Google Ads account who wants a fixed weekly routine instead of reacting to dashboards.

How to use it

Read down the categories. Tasks are grouped into bid management, budget, ad testing, keywords, Shopping and Performance Max, audiences, DSA, expansion opportunities, performance and other.
Check the frequency. Each task says how often to do it: bi-weekly, monthly or quarterly.
Tick off the weeks. Mark each task in the Week 1 to Week 12 columns as you do it, so gaps show up at a glance.

Worked example: A typical month from the sheet

Bi-weekly: apply manual bids and check budget allocation. Monthly: review device and ad schedule modifiers, the bid strategy, quality scores, keyword types, and write and review new ads. Quarterly: review search partners, geo and demographic modifiers, and landing pages.

Questions

Does it work with smart bidding?

Yes. Skip the manual-bid rows and keep the rest; reviewing the bid strategy, audiences and search terms still matters with automated bidding.

Why 12 weeks?

It covers a quarter, which is long enough for every monthly and quarterly task to come up at least once.

Can I add my own tasks?

Yes. There is an "Other" category at the bottom for account-specific checks.

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