I almost forgot...
Another thing you want to monitor on your google account are FLUFFY keywords.
By that I mean, keywords that are not VERY specifically meant for your city.
There are lots of "Georgetowns" to go with the search string "Georgetown Real Estate" -- but there's only ONE "Georgetown Ontario Real Estate"
Lot's of "Aurora Real Estate" -- but only one "Aurora Colorado Real Estate"
You get the idea...
For example, here's what John Duncan had to say aoubt it in the Dashboard Light recently: