# What Should You Optimize in Google Ads? A Guide to Choosing the Next Change

Working worksheet. Complete with your own evidence.

## Finding and supporting evidence

- Evidence or decision:
- Owner:
- Date:

## Affected campaigns

- Evidence or decision:
- Owner:
- Date:

## Repair control or experiment

- Evidence or decision:
- Owner:
- Date:

## Hypothesis

- Evidence or decision:
- Owner:
- Date:

## Proposed single change

- Evidence or decision:
- Owner:
- Date:

## Primary measure

- Evidence or decision:
- Owner:
- Date:

## Guardrail

- Evidence or decision:
- Owner:
- Date:

## Baseline and data maturity

- Evidence or decision:
- Owner:
- Date:

## Owner and spending boundary

- Evidence or decision:
- Owner:
- Date:

## Decision and review date

- Evidence or decision:
- Owner:
- Date: