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Schedule

This schedule explains how we will run, monitor, and improve the search engine ad campaigns for the three Integrity Hail Solutions locations.

The campaign schedule is intentionally simple. The goal is to keep the ads active, watch performance closely, make changes when the data shows a clear reason, and keep the team aligned on what is working.

Weekly Ad Management Rhythm​

Ads will be reviewed twice per week:

  • Monday
  • Friday

These reviews are used to make sure the campaigns are spending correctly, leads are being tracked, and the ads are showing for the right searches.

Monday Review​

The Monday review is focused on understanding what happened over the weekend and preparing the campaigns for the week ahead.

What We Review​

  • Total ad spend
  • Phone calls
  • Form submissions
  • Cost per lead
  • Search terms
  • Location performance
  • Budget pacing
  • Any disapproved ads
  • Any urgent issues with tracking or landing pages

What We Do​

  • Add negative keywords for bad searches
  • Adjust budgets if one location is performing better
  • Check whether any campaign is spending too quickly or too slowly
  • Review new leads and call quality
  • Confirm that conversion tracking is still working
  • Note any needed landing page or ad copy changes

Friday Review​

The Friday review is focused on tightening the campaigns before the weekend and catching anything that could waste spend.

What We Review​

  • Week-to-date performance
  • Campaign performance by location
  • Keyword performance
  • Search term quality
  • Cost per click
  • Cost per lead
  • Call volume
  • Form volume
  • Missed calls or low-quality calls

What We Do​

  • Remove wasted spend before the weekend
  • Pause keywords that are clearly not working
  • Increase budget for strong-performing locations, when appropriate
  • Add new negative keywords
  • Make small ad copy updates if needed
  • Prepare notes for the next performance sync

Ad Performance Sync Meeting​

We will hold an ad performance sync every two weeks.

This meeting is used to review campaign results, discuss lead quality, and decide what changes should be made next.

Meeting Frequency​

  • Every two weeks

Meeting Focus​

  • What happened over the last two weeks
  • Which locations are producing the best leads
  • Which campaigns are spending efficiently
  • Which keywords are working
  • Which searches are wasting money
  • What lead quality looks like
  • Whether the budget should shift between locations
  • Whether any landing pages or campaign materials need updates

Decisions Made During This Meeting​

  • Increase or decrease location budgets
  • Add new keywords
  • Pause poor-performing keywords
  • Update ad copy
  • Improve campaign materials
  • Adjust landing page messaging
  • Prepare for storm-related search demand

Monthly Planning Meeting​

We will hold a planning meeting once per month.

This meeting is focused on the bigger picture: budget, strategy, campaign direction, and next-month priorities.

Meeting Frequency​

  • Once per month

Meeting Focus​

  • Monthly ad spend
  • Monthly leads
  • Cost per lead
  • Best-performing location
  • Weakest-performing location
  • Best-performing keywords
  • Lead quality
  • Landing page performance
  • Upcoming storms or seasonal demand
  • Next month’s budget recommendation

Monthly Planning Outcomes​

At the end of each monthly planning meeting, we should know:

  • How much should be spent next month
  • Which locations should receive the most budget
  • Which keywords should be expanded
  • Which keywords should be reduced or removed
  • Whether new campaign materials are needed
  • Whether new landing pages or page edits are needed
  • What the main priority is for the next month

Ongoing Campaign Work​

In between reviews and meetings, campaigns will continue to be monitored for important alerts and performance changes.

Ongoing work includes:

  • Monitoring active campaigns
  • Watching for tracking issues
  • Watching for unusual spend changes
  • Reviewing lead activity
  • Updating negative keywords
  • Making ad copy improvements
  • Updating campaign materials when needed
  • Preparing recommendations for sync meetings
  • Responding to storm-related search demand when relevant

Simple Operating Schedule​

TimingActivityPurpose
MondayCampaign performance reviewReview weekend data and prepare for the week
FridayCampaign performance reviewClean up waste and review week-to-date results
Every two weeksAd performance syncReview results, lead quality, and campaign changes
Once per monthPlanning meetingSet next-month strategy, budget, and priorities
As neededAlerts and campaign updatesRespond to tracking issues, spend changes, or storm activity

Summary​

The search ads will be actively managed on a weekly rhythm, with formal reviews on Mondays and Fridays.

Every two weeks, we will meet to review campaign performance and decide what changes should be made.

Once per month, we will step back and plan the next month’s budget, priorities, and campaign direction.