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Demo: B2B SaaS — Software Co.
Google Ads · 6 active campaigns · Analyzed just now
€4.800
Monthly spend
€2.340
Wasted/month
284
Keywords
31%
Impression Share
Health
38
Critical
AI Summary
This account spends €4,800/month with an estimated 48.75% going to irrelevant queries. The main driver is 127 broad match keywords with insufficient negative coverage, triggering 1,400+ unrelated searches per month. Actual CPA (€64) is 36% below the target CPA (€87), meaning the bidding algorithm is unnecessarily held back. Fixing the 3 critical issues would recover an estimated €1,700+/month and increase conversion volume by up to 28%.
Campaign overview
Non-brand — Generic€2,240€373 CPACritical
Non-brand — Competitors€960€118 CPAReview
Brand — Own brand€480€26 CPAHealthy
Retargeting€680€92 CPAReview
Performance Max€440€220 CPACritical
Keyword sample (top 5 of 284)
Keyword
QS
CPC
Match
project management software
8
€0.94
Exact
free crm tool
2
€2.87
Broad
project management
5
€1.54
Phrase
learn excel online
1
€3.12
Broad
team management
7
€1.08
Exact
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Critical issues
2
Broad match keywords bleeding budget
58% of triggered queries are irrelevant — 'free CRM', 'how to code', 'Excel tutorials'
-€1,200/mo
Your campaigns use broad match without sufficient negative keywords. Google matches your ads to completely unrelated searches. Adding a negatives list and switching key terms to phrase or exact match would recover an estimated €1,200/month.
8 keywords with Quality Score 2-3
Paying up to 60% more per click on these keywords vs. competitors with QS 7+
-€480/mo
Low Quality Score inflates your CPC significantly. The root cause is usually a mismatch between keyword intent, ad copy, and landing page. Fixing the landing pages for these 8 keywords or pausing them would cut CPC by an estimated 35-40%.
Improvement opportunities
3
Target CPA set 36% above actual CPA
Target: €87 · Actual CPA: €64 — Google's AI is deliberately holding back spend
+28% conversions
When your target CPA is much higher than actual performance, Google's bidding algorithm becomes overly cautious and underspends. Lowering your target to ~€70 would unlock more impression volume on your best-performing segments.
Search Impression Share only 31% on top keywords
Losing 69% of auctions — mostly due to budget, not ad rank
+€640 revenue potential
Your best keywords are winning auctions they enter, but they're not entering enough of them. Budget caps are preventing Google from bidding on a majority of relevant searches. Reallocating budget from low-performing campaigns could increase IS to ~55%.
No RSA with 'Excellent' rating in 4 of 6 campaigns
Current ratings: Poor (2), Good (4) — missing out on ad strength bonuses
+15-20% CTR
Google gives RSAs with 'Excellent' ratings more impression share. Most of your ads are missing unique headlines and are pinning too many assets. Unpinning assets and adding 10+ unique headlines per ad group typically bumps ratings in 1-2 weeks.
Healthy
2
Campaign structure by intent — well organized
Branded, generic, and competitor terms are correctly separated
No action needed
Your account correctly separates branded from non-branded traffic and uses distinct campaigns per product line. This structure allows proper budget control and performance attribution.
Conversion tracking active on all campaigns
Primary conversions properly configured with de-duplication
No action needed
All 6 campaigns have at least one primary conversion action. No cross-network duplication detected. Smart Bidding has sufficient conversion data (38 conversions in the last 30 days).
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