Launch is step one. Performance management is the weekly habit that turns spend into learning.
Core metrics
| Metric | Meaning | Watch for |
|---|---|---|
| Impressions | Times shown | Eligibility / rank |
| CTR | Clicks ÷ impressions | Ad relevance |
| CPC | Cost per click | Competition + QS |
| Conv. rate | Conversions ÷ clicks | Landing + offer |
| CPA | Cost ÷ conversions | Efficiency |
| ROAS | Revenue ÷ ad cost | Ecommerce health |
Also track Quality Score components and search terms (what people actually typed).
Optimization playbook
- Kill waste: negative keywords from search terms
- Improve RSA assets: pin sparingly; test benefits vs features
- Fix landing message match and mobile speed
- Shift budget to ad groups with acceptable CPA
- Re-test bids/audiences only after tracking is clean
Case study: Weekly optimization for a Chitwan hospital OPD campaign
Week 1 data: CTR healthy (6%), CPA high because many clicks were “nursing vacancy” and “salary.”
Actions: Add job negatives; rewrite ads to “Book OPD appointment”; landing CTA = call + WhatsApp; mark both as GA4 key events.
Week 3 pattern: CPC slightly higher, CPA down because clicks were patients, not job seekers.
Second insight: Saturdays converted; late-night clicks did not (no staff). Ad schedule trimmed → better CPA without creative changes.
Nepal practice: Optimize to qualified inquiries (appointment booked), not form fills from competitors researching you. Align marketing and front-desk definitions of a lead.
