Do you know that a lot of companies are getting ripped off by self-proclaimed Google Ads Marketing Experts? You might rest easy thinking they’re doing a good job, when in reality these people are lounging around doing next to nothing while you pay them good money for the privilege!!  

Fortunately, Google provides a convenient way for you to check up on your ads managers. Google Ads creates an audit trail report of any and all actions taken on your account. This tool is called “Change History” and it’s going to allow you to see what your manager has been up to these past few months.

We believe that proper account management should involve checking and optimising your ads at least twice a week, if not more. So, how much time and attention is your manager giving to maximise YOUR return on investment? Follow these steps below to find out…

Step 1

Go to and sign in**.

** We understand that unfortunately not everybody has access to their own accounts (a red flag in our book) so you might not be able to login. Should this be the case, or if you have any other questions, please do not hesitate to contact us on 1800 717 546 or fill in the contact form at the bottom of this page.

Step 2

  • Select your account

Step 3

  • Click on Campaigns on the left hand side (1) then click on the campaign status on the right hand (2).

Step 4

  • Click “Change History”.

Step 5

  • Click on the dates on the right hand side (1) and click on “Last 30 Days” (2) so we can look at the activity over the past 30 days.

Step 6

Change history is a tool that records all the optimisation changes made by your Google Ads Marketer. You will see a table of information like the one below. Hopefully you will see there has been lots of activity happening here! We will explain some of the categories below…

  • All Changes – This is the total changes made across all category types.
  • Ad changes – IMPORTANT! How many times have your ads been changed? Ideally your marketer should be constantly appraising your ad copies, enhancing and editing if performance is lacking.
  • Bid Changes – If you are running a manual bid strategy then your marketer should be changing your bids FREQUENTLY EVERY WEEK to make sure you remain competitive.
  • Keyword Changes – What keywords were paused? What Max CPCs were adjusted? This is another category which should reflect lots of activity because of optimisation changes.

As someone said, numbers don’t lie. You can feel free to change the date range to a longer period of time. If the stats are low here, then this could mean that your marketer is not paying much attention to optimising your account – ergo your money has been going down the drain.

What To Do Next…?

Should you be concerned about what you find during this exercise, or indeed if you have any questions at all, please do not hesitate to contact us on 1800 717 546 or via the contact form at the bottom of this page. 

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