Free Google Ads Audit

Broad and phrase match keywords pull in queries that don't match the offer. In every account we audited, budget was being burned on terms that will never convert.

• Spend leaks daily to queries like 'free', 'jobs', and competitor lookups with no purchase intent
• Smart Bidding learns from these low-quality clicks and steers more budget toward the same garbage
• Negative keyword lists are empty, sparse, or copy-pasted from a template that doesn't match real query data

Bids run at the same level around the clock, even when conversion rates collapse overnight and on weekends. Hours that never produce a sale still get full spend, week after week.

• 20-30% of weekly budget gets spent during hours that have produced zero conversions in 90 days
• Account-level conversion rate looks artificially low because dead hours dilute the average
• Day-parting schedules sit untouched for years, long after the business or audience has changed

The keyword promises one thing, the ad says another, and the click lands on a generic homepage. The result is cratered Quality Score, expensive clicks, and visitors who bounce before converting.

• CPCs run 30-60% higher than they need to be because Quality Score never gets above a 5
• Conversion rate stays low because the page can't deliver on what the ad promised
• High bounce and low time-on-site read as a 'page problem' when the real fix is upstream in the ad

Performance Max scoops up branded and high-intent queries that Search campaigns already owned. Search performance metrics tank while PMAX takes the credit, and budget shifts in the wrong direction.

• Branded ROAS appears to drop because PMAX is winning auctions Search used to own
• Without proper exclusions, PMAX bids on terms that didn't need any extra spend at all
• The 'lift' PMAX claims is mostly credit shifting, not incremental revenue

The 'primary' conversion is an early-funnel event like a button click or page view instead of a real sale or qualified lead. Smart Bidding optimizes for noise, and the account looks profitable while the business doesn't grow.

• tCPA and tROAS targets get hit on paper, but actual revenue and pipeline stay flat
• Add-to-carts and form starts get optimized at the expense of the actions that close to revenue
• Misconfigured paths run for months because the dashboard says 'good' and no one looks deeper

Sitelinks, callouts, structured snippets, and call extensions are missing or stale across the account. The result is smaller ad real estate, lower CTR, and competitors taking the click that should have been yours.

• Impression share to the top is lower than it should be because ad strength stays in 'Average'
• High-intent searchers see a smaller ad and skip to a competitor with sitelinks below the headline
• Callout and snippet copy hasn't been refreshed since launch, so seasonal offers never show