The Google Ads Continuous Improvement Framework [2025]
The killer, tried and tested system I’ve developed to optimise:
275+ Google Ads accounts and thousands of campaigns.
If you’re looking for a proven framework to generate $$…
This will be your new secret weapon.
It’s how we’ve achieved results like this:
And this:
Here’s a breakdown of what’s to come:
1. Continuous Improvement Framework
Let’s kick things off with access to all frameworks:
You’ll note 4 sheets within the spreadsheet, we’ll go through all of them below.
The first being the continuous improvement framework:
Overview & How To Use
Column A is for the respective brand you’ll be using it for.
Simply list them out underneath.
You then have weeks 1-4 (columns B-E).
Each representing a week in the month.
Select “Applicable” or “Not Applicable” depending on if the Google Ads account has the respective week’s campaigns within it.
So for Week 3 if the account doesn’t have Display Campaigns, select “Not Applicable”.
This makes it much easier to navigate to and optimise the campaigns each week.
The tasks start at row 14.
You’ll notice they are segmented by week and campaign type:
- Week 1: Search campaigns
- Week 2: Shopping campaigns
- Week 3: Display campaigns
- Week 4: DSA campaigns
For each week there are also campaign and account level tasks to complete.
Go through them and complete for each campaign accordingly.
In total there are 36 tasks which we have found to have the greatest impact on overall performance.
There are many nuanced account specific/more advanced subtasks we haven’t included.
If you have any of your own, be sure to add them in.
However, the above tasks, if mastered, will do wonders for overall campaign and revenue growth.
Another key benefit of this spreadsheet:
It also acts as a campaign-level task tracker which is awesome.
If on every second week of the month you optimise Shopping campaigns, you’ll know the following month:
- Exactly when you made the optimisations
- The date range you need to review
- Exactly when to optimise again
Important note:
For some larger accounts that spend more, you may want to run certain optimisations every 2 weeks instead of 4 weeks.
If so, simply update the spreadsheet to reflect this.
Seperate to this:
If you’re looking for a more detailed view of the campaign architecture we run, be sure to check out:
The $57.2M Google Ads eCommerce Guide.
Understanding the campaign architecture will give you a greater understanding on the continuous improvement framework application.
2. Split Testing Framework
This hands down will elevate your campaigns to the next level.
It lists and tracks the core split testing you’d be wanting to run across your campaigns.
Overview & How To Use
Column A is for the respective brand you’ll be using it for.
Simply list them out underneath.
If you’ll be using this for only one business, you can update “Brand” to “Campaign” instead.
You then have months January-June (columns B-M).
Row 2 “Split Test” lists the split test you can run for each month, for each brand.
From the dropdown, you can select from:
- Headlines 1-3
- Description 1-2
- Landing page
If you’d like to add more testing variables within the dropdown, feel free do to do.
For your first month of split testing, you’ll notice the dropdown selectors “AV1/AV2 Winner”.
This stands for “ad variant 1/2 winner”.
You then have “Runner Up” as an option as well.
As you progress through each month/split test, be sure to select which variant was the:
- Winner
- Runner up
Critical note: Ensure the split testing naming conventions match the ad copy labels within Google Ads.
We use:
- AV1
- AV2
- AV3
- AV4
- AV5
So on and so forth.
Also, as you progress each month, you can leave a comment in the respect cell to indicate which ad variant won.
We track this both within the spreadsheet (using comments) and Google Ads.
3. Budget Manager
This section includes both the daily budget manager:
And daily budget tracker:
Overview & How To Use
The budget manager sheet is for one brand only.
Duplicate it for each new brand you use it for.
The budget tracker is for every brand you manage, there’s no need to duplicate this one.
Use the budget manager to strategically plan your budget across the month.
This should be done ahead of time.
If you have $50K for the month, ask yourself:
- How much will I use for BAU (business as usual)?
- How much will I use for sale?
- Should spend look different on weekends/weekdays?
- Are there category specific shopping trends I need to account for?
- Are there seasonality trends I need to take into consideration?
- Are there any upcoming public holidays?
This one spreadsheet allows you to plan all of this and communicate budgets very clearly.
Of course, highlight sections of the spreadsheet when there’s something important to track (a sale for instance) and leave comments to make sure all decisions are noted within.
Important: Each day within the spreadsheet should be updated retrospectively to the amount actually spent within the account for that day.
This way, you’re tracking your spend against your budget.
Seperate to this:
Use the budget tracker as a daily task check-in to ensure you’ve reviewed and made any necessary campaign budget updates for the day.
Bonus: Get Started Today
All of this can be a lot of work, it also requires time and expertise to get it right.
If you need a hand with your Google Ads management and would like all these frameworks applied to your campaigns:
Reach out and we’d be happy to help.