A 65-account portfolio is not managed by reading every dashboard. It is managed by triaging the 12 metrics that signal something needs human attention this week. Here is the dashboard we use.
The 12 metrics
1. Cost per booked patient (vs last 4 weeks average). The single most important metric. If it has moved more than 15 percent, investigate.
2. Conversion rate (vs last 4 weeks average). Landing page health, ad quality, audience match. Drops here usually point to landing page issues.
3. Cost per click (vs last 4 weeks average). Auction shifts. Rising CPCs often signal a new competitor entered.
4. Search impression share. Are we losing impression share to budget or rank? Tells us whether to increase budget or improve Quality Score.
5. Top of page rate. Are we showing in the top 4 results? Below 50 percent here usually means bid or QS issues.
6. Lead-to-booking conversion rate (sales side). From qualified lead to booked appointment. Owned by the clinic, not us, but we monitor.
7. Show rate. Booked appointments that actually showed up. Dropping show rate often signals confirmation/reminder breakdowns.
8. Time to first response (sales side). How fast the clinic team replies to leads. Above 30 minutes correlates with significant booking loss.
9. Search Console clicks (organic). Brand health and SEO trajectory. Drops here often precede paid-side problems.
10. GBP actions. Calls, direction requests and website clicks from Google Business Profile. Local pack health.
11. Account anomalies flagged by scripts. Any campaign that hit our automated alerts in the last 7 days.
12. Pending budget vs spend pace. Are we under-spending or over-spending against the monthly budget at this point in the month?
How we structure the review
Monday morning, 10 minutes per account, prioritised. We do not look at every dashboard. We look at the 12 metrics, marked green/yellow/red based on thresholds.
- Green: within 10 percent of expected range. Skip.
- Yellow: 10-25 percent deviation. Note for monthly review.
- Red: over 25 percent deviation or anomaly script triggered. Investigate today.
An account that is all green takes 30 seconds. An account with 2 red items takes 30 minutes. Triage is the work.
What we do not look at weekly
- Keyword-level reports.
- Search term reports.
- Audience reports.
- Demographics.
- Auction insights.
These all matter. They get reviewed monthly or when one of the 12 metrics flags an issue that requires drilling down.
The dashboard build
We use Looker Studio (free) connected to Google Ads, Search Console, and the client CRM via a small ETL pipeline. One dashboard per client, all built from the same template, so we can spin a new one up in 30 minutes.
Cost: free. Build time: about 6 hours for the template. Ongoing time saved: about 4 hours per week across the portfolio.
The point
Managing many accounts requires triage, not deep review of every one. The 12-metric dashboard tells us which 5 accounts need attention this week. The other 60 are quietly working. Without triage, the small portfolio that needs help gets the same attention as the large portfolio that does not, and the work compounds badly.
Written by Youssef Hajri, Founder of Access One. Access One is the first Healthcare Google Partner in the UAE. We run Google Ads for clinics, home healthcare and salons in Dubai. Get in touch.