Account audits

Triage every keyword against my break-even ROAS

Scores every enabled Search keyword on 60-day ROAS against your break-even, sorts them into Scale, Keep, Watch and Cut, checks keyword-level impression share for winners and previews pauses and bid cuts for your approval.

When to use it

When you suspect many keywords are burning budget below your break-even ROAS and you need to know which to scale, keep, watch or cut.

What you get

A keyword table with ROAS and a Scale/Keep/Watch/Cut bucket, spend and revenue totals per bucket, impression share for winners and previewed pauses and bid cuts that wait for your approval.

Does it change anything in my account?

Only with your approval. The assistant first shows a preview of every change and waits for your go-ahead.

Works with

Google Ads

Fill in before sending

[break-even ROAS, e.g. 2.5][AOV][account name]

My break-even ROAS is [break-even ROAS, e.g. 2.5] and my average order value is [AOV]. Review every enabled Search keyword in [account name] over the last 60 days. For each keyword, pull cost, conversions and conversion value, plus its match type, ad group, campaign and the campaign's bidding strategy type. Only include keywords that are enabled in enabled ad groups and enabled campaigns. Calculate ROAS as conversion value divided by cost. Sort each keyword into one of four buckets, using these rules: - Scale: ROAS at least 1.5x break-even, with 3 or more conversions. - Keep: ROAS at or above break-even. - Watch: below break-even but fewer than 3 conversions, so the data is too thin to judge. - Cut: cost above 2x AOV with zero conversions, or ROAS below 50% of break-even with 5 or more conversions. Deliver two things: 1. A table with these columns: keyword, match type, campaign, bidding strategy, cost, conversions, conversion value, ROAS and bucket. 2. A summary showing the total spend and revenue in each bucket. For Cut keywords, propose pausing them. Do not propose removing them. For Watch keywords in campaigns on manual CPC, propose a max CPC cut of 20% from the keyword's current bid. If the campaign uses Smart Bidding or a portfolio strategy, do not touch its bids; say so instead. For Scale keywords, pull keyword-level search impression share and the share lost to rank. List the ones losing impression share so I can review them. Lost to budget is only reported at campaign level, so add the campaign's lost-to-budget share next to each of them. Show me a preview of every pause and bid change. Wait for my approval before applying anything.

My break-even ROAS is [break-even ROAS, e.g. 2.5] and my average order value is [AOV]. Review every enabled Search keyword in [account name] over the last 60 days.

For each keyword, pull cost, conversions and conversion value, plus its match type, ad group, campaign and the campaign's bidding strategy type. Only include keywords that are enabled in enabled ad groups and enabled campaigns. Calculate ROAS as conversion value divided by cost.

Sort each keyword into one of four buckets, using these rules:
- Scale: ROAS at least 1.5x break-even, with 3 or more conversions.
- Keep: ROAS at or above break-even.
- Watch: below break-even but fewer than 3 conversions, so the data is too thin to judge.
- Cut: cost above 2x AOV with zero conversions, or ROAS below 50% of break-even with 5 or more conversions.

Deliver two things:
1. A table with these columns: keyword, match type, campaign, bidding strategy, cost, conversions, conversion value, ROAS and bucket.
2. A summary showing the total spend and revenue in each bucket.

For Cut keywords, propose pausing them. Do not propose removing them.

For Watch keywords in campaigns on manual CPC, propose a max CPC cut of 20% from the keyword's current bid. If the campaign uses Smart Bidding or a portfolio strategy, do not touch its bids; say so instead.

For Scale keywords, pull keyword-level search impression share and the share lost to rank. List the ones losing impression share so I can review them. Lost to budget is only reported at campaign level, so add the campaign's lost-to-budget share next to each of them.

Show me a preview of every pause and bid change. Wait for my approval before applying 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.