The Campaign Management System: What Actually Happens Week to Week

Launching a campaign takes an afternoon. Keeping it profitable for a year is a different discipline. This is the operating system I run on every account.

How often should I check my ad accounts?

Daily for anything genuinely broken, such as rejections or tracking failures. Weekly for performance decisions, because daily optimisation calls get made on data too thin to support them.

How much budget should stay in testing?

Around 10 to 20 percent, permanently. An account with no testing budget is living on creative that is already decaying, and has nothing ready when it stops working.

How long should I wait before judging a change?

Three days minimum, longer on accounts with low conversion volume. A single day of data tells you more about the day than about the change you made.

What should a weekly account review cover?

Confirm tracking is still firing, compare against the previous week rather than the previous day, make a small number of decisions, and write down what you changed so next week has a baseline.