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How do I pull the Monthly Underspenders Report?

This article outlines the steps for accurately pulling and reviewing monthly pacing data to identify dental accounts that significantly under- or overspent in the prior month.

The Underspenders Report is pulled to identify accounts that significantly under- or over-paced against their monthly budgets the month prior, document known reasons for pacing issues, and flag priority underspenders for strategic review by the SAs.

  • Cadence: Monthly
  • When to pull:
    • Create the report a few days after the month ends (ideally the 2nd or 3rd of the new month).
    • Avoid running on the 1st to allow time for data to fully update and attribute.

1. Export Last Month’s Spend from Optmyzr

  • Log into Optmyzr.
  • Pull a report with last month’s spend for all active dental accounts on Google Ads. 
  • Ensure the report includes at least the following columns:
    • Account Name
    • Monthly Budget
    • Cost
    • Tags
    • Note: Do NOT include any Meta Ads accounts - just Google Ads. 
  • Export/download the report in a format that can be copied into Google Sheets (CSV or directly copy-paste from the table).


2. Load Optmyzr Data Into a Temporary “Raw Data” Tab

  • In the Underspenders Report Google Sheet, create a temporary tab to review the Optmyzr export. 
  • Paste the full Optmyzr export into this tab.
  • Remove all columns except for Account Name, Monthly Budget, Cost, and Tags.
  • Review and remove any accounts that should not be included, specifically:
    • Accounts with no spend for the month.
    • Accounts tagged as Entrepreneur.
    • Accounts tagged as Med Spa.
  • This filtered raw dataset will serve as your clean data source before populating the main report.

3. Prepare the Underspenders Report Tab

  • Duplicate the previous month tab and rename for the new month following existing naming conventions (i.e. Nov 2025).
  • Clear the raw data sections (i.e. Account Name, Budget, Cost, Notes), but do not delete:
    • Budget Spent % formulas
    • Difference formulas
    • Summary rows at the bottom

4. Paste the Cleaned Data Into the Main Report

  • From the temporary tab, copy over:
    • Account Name
    • Budget
    • Cost
  • Paste each of the above columns into the new month’s tab under the correct columns (add more rows at the bottom, if needed).
  • Confirm formulas in the other columns calculate correctly (i.e. Budget Spent %, Difference, and Summary rows at the bottom).
  • Sort the Budget Spent % column from A to Z.
  • If any budgets were changed on or after the 1st of the current month, please update the Monthly Budget to reflect what it was for the previous month that you are pulling the report for to ensure the Budget Spent % is accurate. 

5. Add Explanatory Notes for Pacing Context

Add notes for any of the following scenarios:

    • Launched on X/X
  • Budget changes within the month (confirm in the #dm-marketing-status-update channel)
    • “Increased budget on X/X”
    • “Decreased budget on X/X”
    • Note: If a budget change is effective after the reviewed month, adjust the budget to reflect what it was during the actual month.
  • Advertiser Verification or CC issues that caused the campaigns to pause (look for no Impressions for multiple days in Google Ads, then confirm from the Priority List)
    • “Ongoing CC issues”
    • “Paused due to Adv. Ver. deadline”
  • Temporary pause during the month by SA or client request (look for no Impressions for multiple days in Google Ads, then confirm in the #dm-marketing-status-update channel)
    • “Paused X/X–X/X”
  • Indefinite pause by SA or client request
    • “Paused on X/X”


6. Review Yellow-Highlighted Underspenders

  • Focus on accounts automatically highlighted yellow in Column D (i.e, accounts that spent less than 90% of their monthly budget).
  • If a highlighted account has no note, investigate whether any of the following occurred:
    • CC/billing issues
    • Adv. Ver. deadlines
    • Ad disapprovals
    • Budget changes
    • Pause requests
  • Add notes if a valid reason is found.
  • Leave yellow with no note only for true underspenders.


7. Final QA

  • Confirm:
    • All yellow-highlighted accounts with known underpacing reasons have notes.
    • Highlighted accounts without notes are truly unexplained.
    • All formulas calculate correctly.
  • If everything looks good, delete the temporary tab.


8. Share the Report with SAs

Post in #dm-trade-desk-and-ms channel in Slack and include the report link:

“Hi SAs! Attached is the Underspenders Report for [Month] [Year].

I’ve included notes for accounts pacing below 90% that were recently launched, had budget changes, CC issues, verification deadlines, or are currently paused — since these factors can impact pacing. Highlighted accounts with no notes represent the most critical underspenders and may need strategic adjustments to better utilize their budgets moving forward.

Please let me know if you have any questions — thank you!”