If your Google Ads results feel stuck, an audit usually finds the cause. Work through this list in your own account and note what you find.
Tracking and setup
- Conversion tracking. Are you tracking real business actions, like leads, calls and purchases, and not just page views? Check that each conversion is firing and that none are counted twice.
- Conversion values. For ecommerce, is the revenue value passing back correctly? Smart bidding relies on it.
- Account structure. Are campaigns split by product or service, with budgets that match what is most profitable?
Search campaigns
- Match types. Is broad match spending on loosely related searches? Phrase and exact match give you more control.
- Search terms report. Look at what people actually typed, and add irrelevant terms as negative keywords.
- Negative keywords. Do you exclude general terms and informational searches that will not buy?
- Ad copy. Does each ad match the topic of its ad group, and the landing page it leads to? Are you using all the headline and description slots?
Performance Max
- Placements. Review where Performance Max is showing your ads, and exclude junk sites and apps.
Budget and bidding
- Budget fit. Is the budget enough for the bid strategy to learn? Campaigns limited by budget often point to this. See what realistic budgets look like.
- Bid strategy. Is it right for how much conversion data you have? Switching too early or too often resets learning. Read how long Google Ads takes to work.
Landing pages and ownership
- Landing pages and account ownership. Does the page load fast, match the ad and make the next step obvious? And is the account in your name, with you as the owner?
An audit shows what to fix. Fixing it takes consistent management. Before hiring help, read what to ask a PPC agency, and see what a rebuilt account can do. If you want a second set of eyes on your account, we offer a free audit.