Account audits

TikTok ad group ROAS audit: scale, hold or cut

Read-only ad group audit of the last 30 days, including Smart+, bucketed against your target ROAS with a likely cause for every weak ad group.

When to use it

When you need to know which TikTok ad groups to scale, hold or cut against your target ROAS.

What you get

You get one table of every ad group sorted into scale, hold or fix/cut, with blended ROAS and a likely cause for each weak ad group.

Does it change anything in my account?

No. The assistant only reads your data and reports back.

Works with

TikTok Ads

Fill in before sending

[account name]['adgroup_id'][target ROAS][minimum spend]

Audit TikTok ad account [account name] at ad group level for the last 30 days. Include Smart+ campaigns, because they do not appear in the standard campaign list. Pull them with list_tiktok_smart_plus at CAMPAIGN and ADGROUP level. Get performance with tiktok_report_query: report_type BASIC, data_level AUCTION_ADGROUP, dimensions ['adgroup_id'], with spend, impressions, ctr and the purchase metrics (purchase count, purchase value, ROAS, cost per purchase). If Smart+ ad groups do not come back at ad group level, report them at campaign level (AUCTION_CAMPAIGN). Mark those rows "Smart+, campaign level" so they are not mixed up with standard ad groups. For every ad group with spend, show: campaign, ad group, optimization goal and event (from list_tiktok_adgroups), spend, impressions, CTR, purchases, purchase value, ROAS and cost per purchase. Then sort them into buckets using my target ROAS of [target ROAS]: - Scale: ROAS at least 20% above target and spend above [minimum spend] - Hold: ROAS within 20% of target - Fix or cut: ROAS more than 20% below target, or spend above 2x the account's average cost per purchase with zero purchases. Calculate the average as total spend divided by total purchases. Deliverable: one table sorted by spend. Add a total row with blended ROAS (total purchase value divided by total spend). Then, for each "Fix or cut" ad group, write one line on the most likely cause. Base it on the settings returned by list_tiktok_adgroups (optimization goal and event, bid type and bid price, locations, ages, interests, audiences) and on the number of enabled ads from list_tiktok_ads. Possible causes: wrong optimization event, too narrow or too broad audience, bid cap, or too few active ads. If a setting is not visible in the data, say so and treat the cause as a hypothesis, not a finding. Separately, list any ad group that optimizes for clicks, landing page views or add to cart instead of purchase. This is a read-only audit. Do not change anything.

Get performance with tiktok_report_query: report_type BASIC, data_level AUCTION_ADGROUP, dimensions ['adgroup_id'], with spend, impressions, ctr and the purchase metrics (purchase count, purchase value, ROAS, cost per purchase). If Smart+ ad groups do not come back at ad group level, report them at campaign level (AUCTION_CAMPAIGN). Mark those rows "Smart+, campaign level" so they are not mixed up with standard ad groups.

For every ad group with spend, show: campaign, ad group, optimization goal and event (from list_tiktok_adgroups), spend, impressions, CTR, purchases, purchase value, ROAS and cost per purchase.

Then sort them into buckets using my target ROAS of [target ROAS]:
- Scale: ROAS at least 20% above target and spend above [minimum spend]
- Hold: ROAS within 20% of target
- Fix or cut: ROAS more than 20% below target, or spend above 2x the account's average cost per purchase with zero purchases. Calculate the average as total spend divided by total purchases.

Deliverable: one table sorted by spend. Add a total row with blended ROAS (total purchase value divided by total spend).

Then, for each "Fix or cut" ad group, write one line on the most likely cause. Base it on the settings returned by list_tiktok_adgroups (optimization goal and event, bid type and bid price, locations, ages, interests, audiences) and on the number of enabled ads from list_tiktok_ads. Possible causes: wrong optimization event, too narrow or too broad audience, bid cap, or too few active ads. If a setting is not visible in the data, say so and treat the cause as a hypothesis, not a finding.

Separately, list any ad group that optimizes for clicks, landing page views or add to cart instead of purchase.

This is a read-only audit. Do not change anything.

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Account auditsChanges after your approval

Find wasted search terms and build a safe negative keyword list

A themed table of money-wasting search terms with ready-to-apply negatives and projected savings, applied only after you approve.

When to use itWhen you feel your Google Ads budget is going to searches that never convert, such as jobs, free, DIY or the wrong location, and you want them blocked safely.

Find the search terms wasting money in my Google Ads account [account name] over the last 60 days.

Use the search terms report and the smart negative keyword suggestions. First read all my existing negatives (campaign level, ad group level and shared lists) so you do not suggest duplicates.

Flag a term as waste if:
- it spent more than [amount] with zero conversions, or
- it clearly has the wrong intent (jobs, free, DIY, second hand, places I do not serve, competitor names), regardless of spend.

Deliver a table with these columns: search term, campaign, cost, clicks, conversions, suggested negative, match type (exact or phrase), level (campaign, ad group or shared list), and a one-line reason. Group rows into themes and show the total spend these terms took in 60 days.

Rules: never block a term that converted at least once. Warn me if a negative would also block one of my converting keywords.

Then show a preview of exactly what you would add and wait for my approval before applying anything.

Account auditsChanges after your approval

Check conversion tracking before trusting any CPA or bidding decision

A pass/fail check of your conversion setup across Google Ads, GA4 and Tag Manager, with the fixes that stop Smart Bidding from optimising toward the wrong action.

When to use itWhen your CPA or conversion numbers look off, or before you change bids or budgets, and you are not sure your conversion tracking is counting the right things.

Before I make any optimisation decisions, check whether conversion tracking in my Google Ads account [account name] can be trusted. Use the last 30 days.

Check and report pass/fail for each:
- primary conversion actions that recorded zero conversions, or are paused or removed
- the same lead counted twice (for example a Google Ads tag and an imported GA4 key event both set as primary for the same form)
- weak actions set as primary, such as page views, scrolls or button clicks
- lead actions counting "every" instead of "one"
- lookback windows and default values that make no sense for my business
- Google Ads conversions vs GA4 key events for the same action: flag any gap above 20%
- in Tag Manager, whether a conversion tag exists for each primary action and fires on the right trigger

Deliverable: a checklist table (check, status, evidence, fix), then a short verdict: can I trust my CPA today, yes or no.

If a primary/secondary setting should change, show me a preview of the exact change and wait for my approval. Do not change anything silently.

Account auditsChanges after your approval

Spot suspicious clicks and block fraudulent IPs after review

A scored list of suspicious IP addresses tied to campaign anomalies, with a blocking plan you approve before anything is excluded.

When to use itWhen clicks jump but conversions do not, or you suspect bots, competitors or fake clicks are draining your Google Ads budget.

Account auditsChanges after your approval

Clean up weak ads, disapprovals and missing extensions

A per-ad-group checklist of ad strength, underperforming headlines, policy issues and extension gaps, plus draft replacement copy.

When to use itWhen your Google Ads ads have low ad strength, disapprovals, poor CTR or missing sitelinks and callouts, and you want clear fixes with ready replacement copy.

Audit the ads and extensions in my Google Ads account [account name]. Use the last 60 days.

For each active Search ad group, check:
- ad strength of every responsive search ad, and Google's action items for improving it
- headlines and descriptions with at least 1,000 impressions whose CTR is below half the ad group average
- headlines pinned without a clear reason (pinning limits combinations)
- disapproved or limited ads and the exact policy reason
- extensions: fewer than 4 sitelinks, no callouts, no structured snippets, or no call extension; also sitelinks that got impressions but zero clicks

Deliverables:
1. A checklist table per ad group: issue, evidence, fix.
2. For each weak headline or description, 2 replacement drafts that include the ad group's main keyword and a concrete benefit or offer from my business: [main offer or USP]. Respect the 30 and 90 character limits.
3. For each disapproval, what to change to get it approved.

Edit existing ads in place rather than creating new ones, so performance history is kept. Show me a preview of every edit and wait for my approval.