This is the same fictional account from the free demo (B2B SaaS, €4,800/mo spend, health 38/100). Below, section by section, is what the full report adds on top of it: item-by-item verdicts, suggested negatives, per-campaign diagnosis and a prioritized action plan.
Demo: B2B SaaS, Software Co.
Google Ads · 6 active campaigns · Fictional data
€4,800
Monthly spend
€2,340
Wasted/month
284
Keywords
38/100
Health
Full analysis (AI narrative report)
In your report, this analysis is written by the AI using your account's real names and numbers.
This account spends €4,800 a month and generates 38 conversions at an average CPA of €64. The problem is not volume: it is where the money goes. Around €2,340 a month, almost half the spend, goes to searches with no chance of converting, mostly through 127 broad match keywords running without a sufficient negatives list.
The brand campaign performs well (€26 CPA) but is capped by budget, while the generic campaign burns €2,240 a month at a €373 CPA. On top of that, the target CPA is set at €87 while the actual is €64: the bidding algorithm is working against a misaligned target and skips auctions in segments that are already profitable.
The order of work is clear: first cut the waste (negatives and pauses), then fix the bidding configuration, and finally redistribute budget toward what already converts. The action plan at the end of this report details it step by step.
Keyword verdicts
Every keyword with spend gets a verdict and the reason behind it, with its last-30-days numbers.
| Keyword | QS | Spend (30d) | Conv | Verdict | Reason |
|---|---|---|---|---|---|
| free crm tool | 2 | €187 | 0 | PAUSE | Spend with zero conversions, and 'free' intent does not match a paid product |
| learn excel online | 1 | €142 | 0 | PAUSE | Unrelated search triggered by broad match |
| project management software | 8 | €118 | 6 | EXPAND | Converts below the account's average CPA; add similar variations |
| project management | 5 | €96 | 1 | LOWER BID | CPA above the account average, not enough data to pause yet |
| small business crm | 4 | €81 | 0 | CHANGE TO PHRASE | Broad match pulls irrelevant searches; phrase match concentrates spend on relevant ones |
| team management | 7 | €74 | 3 | KEEP | Stable performance within the target CPA |
... and 278 more keywords in your report, each with its own verdict.
Search term audit
The real searches that triggered your ads, with suggested negatives to stop paying for the ones that never convert.
| Search term | Spend (30d) | Conv | Verdict | Reason |
|---|---|---|---|---|
| free crm forever | €64 | 0 | ADD AS NEGATIVE | 12 clicks without a conversion; block 'free' at account level |
| excel project management templates | €58 | 0 | ADD AS NEGATIVE | Looking for templates, not software; add 'template' as a negative |
| project management course | €47 | 0 | ADD AS NEGATIVE | Learning intent, not buying intent; add 'course' as a negative |
| project management software pricing | €39 | 2 | CREATE AS KEYWORD | Converts and is not a keyword yet; create it as exact match to control the bid |
| project management tools comparison | €31 | 1 | MONITOR | Converts irregularly; review it once there is more data |
... and 337 more search terms analyzed in your report.
Campaign-by-campaign diagnosis
Every campaign with its numbers, its concrete problems and what to do about it.
Non-brand, Generic
REDUCE BUDGET!58% of spend goes to irrelevant searches via broad match without enough negatives.
!8 keywords with Quality Score 1-3 inflate the CPC of the whole group.
>Add the suggested negatives list and move the main keywords to phrase match.
>Shift part of the budget to the brand campaign until the CPA comes down.
Brand, Own brand
INCREASE BUDGET!Losing impressions to budget: it misses auctions it wins whenever it enters.
>Raise the daily budget gradually while the CPA stays stable.
... and the account's other 4 campaigns, each with its own diagnosis.
Prioritized action plan
Everything above, turned into a list ordered by monetary impact. In your report, each action comes with its estimated saving in euros and grouped into a week-by-week roadmap.
Add the 24 suggested negative keywords
Non-brand Generic and Competitors campaigns
Cuts the biggest source of waste: searches like 'free', 'template' or 'course' that spend without converting. Recovers part of the €2,340/mo of wasted spend detected in this account.
Pause the 8 keywords with Quality Score 1-3 and zero conversions
Non-brand, Generic
They spend without producing results and inflate the CPC of the rest of the group. Recovers another part of the €2,340/mo detected.
Lower the target CPA from €87 to a value close to the actual CPA (€64)
Account bidding settings
With the target this far from actual performance, the bidding algorithm turns overly cautious and skips auctions in segments that already convert.
Reallocate budget from the generic campaign to the brand campaign
Campaign budgets
The brand campaign converts at €26 and its budget is capped; the generic one spends €373 per conversion.
Review the Performance Max campaign before spending more on it
Performance Max
€220 CPA with weak conversion signals: review audiences, assets and brand exclusions.
... and the rest of your account's actions, ordered by impact.
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