Sample Report
This is a sample report generated from demo data. Upload your own CSVs to get your personalized audit.
Paid Media Performance Audit
Last 30 days·March 10, 2026 – April 8, 2026
Account Trajectory
Your account is showing signs of performance erosion. CPC has risen 14% week-over-week while CTR dropped 8%, suggesting ad fatigue or increased competition. Conversions declined 22% with a clear change point around March 19th — likely driven by the CPC spike compressing your effective budget reach.
Search Term Waste
$801 estimated monthly waste across 23% of your search term spend.
Your ads can show for search queries that have nothing to do with your business — and you pay for every click. Search term waste is budget spent on queries that clicked but never converted. We flag every term that exceeded your average cost-per-click without producing a result. Adding these as negative keywords is the fastest, lowest-risk fix in Google Ads: it stops the bleeding immediately without touching your converting traffic.
Search Term Waste
Top 5 wasting terms · 4 negative keyword recommendations
$801/mo in search term waste from irrelevant queries
Five search terms alone account for $801 in zero-conversion spend. These are clearly informational or job-seeking queries that will never convert — "google ads free," "ppc jobs near me," "what is cpc," etc.
Est. monthly impact: $801
23% of search term spend produced zero conversions
Of $5,280 in tracked search term spend, $1,214 went to queries that never converted. Adding negative keywords for these terms is the fastest fix available.
Est. monthly impact: $1,214
Broad match driving 68% of wasted spend
Broad match keywords triggered most of the irrelevant queries. Consider tightening to phrase match for top-spending terms or adding negative keyword lists.
Est. monthly impact: $580
“google ads free”
“ppc jobs near me”
“what is cpc”
“learn google ads”
“free cpc tool”
| Search Term | Spend | Conversions |
|---|---|---|
| “google ads free” | $341 | 0 |
| “ppc jobs near me” | $218 | 0 |
| “what is cpc” | $97 | 0 |
| “learn google ads” | $84 | 0 |
| “free cpc tool” | $61 | 0 |
Cumulative Zero-Conversion Spend
Ready to import directly into Google Ads (Keywords → Negative keywords → Upload)
Account Structure
4 active campaigns across 2 campaign types · 1 zombie still spending
A well-structured account keeps keywords grouped into tight ad groups, campaigns named consistently, and budget flowing only to what earns it. We audit campaign organization by type, flag naming inconsistencies, and surface zombie campaigns — active for 30+ days with no conversions but still spending.
Account Structure
4 active campaigns · 1 zombie campaigns
Remarketing campaign has zero conversions
Your "Remarketing - Display" campaign has been active for 30 days with $1,240 in spend but no conversions recorded. This is a zombie campaign — budget is flowing but nothing is converting.
Est. monthly impact: $1,240
Good campaign type diversity
Your account uses Search and Display campaigns across brand, competitor, and product themes. This is a healthy structure for covering the full funnel.
Campaign Type Distribution (by spend)
| Campaign Type | Campaigns | Spend Share |
|---|---|---|
| Search | 3 | 82.0% |
| Display | 1 | 18.0% |
Budget Efficiency
$12,480 in total spend analyzed · 1 campaign spending with zero conversions
Budget efficiency measures whether spend is flowing to campaigns that actually convert. We flag zero-conversion campaigns, identify CPA outliers costing well above your account average, and check whether impression share loss is driven by budget caps or poor ad rank.
Budget Efficiency
Total spend: $12,480 · 1 zero-conversion campaigns
Competitor campaign CPA is 4.5x your account average
"Competitors - Search" has a CPA of $150.40 vs your account average of $72.80. This campaign spent $4,210 last month but produced only 28 conversions — $2,170 more than expected at average efficiency.
Est. monthly impact: $2,170
33% of impressions lost to budget caps
Average Search Lost IS (budget) is 33% across your campaigns. You're missing roughly one-third of eligible impressions because daily budgets run out before end of day.
Est. monthly impact: $1,850
Weekend spend is 28% below weekday average
Saturday and Sunday spend drops significantly, but conversion rates on weekends are only 8% lower. You may be under-serving weekend traffic that converts.
Est. monthly impact: $420
Day-of-Week Spend Pattern (% above/below average)
Keyword Health
87 keywords analyzed · 4.8 average Quality Score · ~$3,840/mo QS tax
Google scores every keyword 1–10 on click-through rate, ad relevance, and landing page experience — and low scores mean paying more per click than competitors in the same auction. We surface high-spend keywords with poor Quality Scores and estimate the monthly premium those scores are costing you.
Keyword Health
87 keywords · Avg QS: 4.8
36% of keywords have Quality Score 4 or below
31 of 87 keywords have QS ≤ 4. These keywords are paying an estimated 40-70% CPC premium due to low relevance and landing page scores. Combined, they account for $3,840/mo in QS tax.
Est. monthly impact: $3,840
12 zombie keywords with zero impressions in 30 days
These keywords are active but receiving no traffic. They may be redundant, too restrictive in match type, or competing with other keywords in the same ad group.
Quality Score Distribution
Conversion Tracking Health
1 campaign spending with no tracked conversions — Google is optimizing blind
Without conversion tracking, Google's bidding algorithms have no signal to optimize toward — they're spending your budget blind. We check for campaigns spending without recorded conversions, detect gaps and drop-offs that suggest broken tracking, and flag high CVR variance that may indicate attribution issues.
Conversion Tracking Health
Analysis based on conversion patterns in your export data
Remarketing campaign spending with no conversion tracking
"Remarketing - Display" has $1,240 in spend over 30 days with zero recorded conversions. Google is optimizing this campaign blind — it has no conversion signal to bid toward.
Est. monthly impact: $1,240
Search campaigns have consistent conversion tracking
All three search campaigns show conversion data with reasonable variance. No gaps or cliff events detected in the tracking.
No significant conversion tracking anomalies detected.
Prioritized Action Plan
Generated 4/8/2026 · 5 items ranked by estimated monthly impact
Add 4 negative keywords to stop $801/mo in waste
$801/mo
Five search terms are burning $801/month on queries like "google ads free" and "ppc jobs near me" — clearly non-buyer intent. Adding negatives stops this immediately with zero risk to converting traffic.
How to fix: Go to Keywords → Negative keywords → Upload the negative keyword CSV from this report. This adds "free," "jobs," "what is," and "learn" as negative keywords.
Pause or restructure "Remarketing - Display" campaign
$1,240/mo
This campaign spent $1,240 over 30 days with zero conversions. Without conversion tracking, Google has no signal to optimize — it's spending blind.
How to fix: Pause the campaign immediately to stop the bleed. Before restarting, ensure conversion tracking is properly configured and consider switching to a conversion-optimized bid strategy.
Tighten "Competitors - Search" targeting to reduce CPA
$2,170/mo
At $150/CPA (4.5x your account average), competitor campaigns are consuming budget at unsustainable efficiency. $2,170/mo more than expected at average performance.
How to fix: Review the search terms report for this campaign. Add negative keywords for irrelevant competitor queries. Consider reducing bids or switching high-CPA keywords to phrase match.
Improve landing pages for 31 low-QS keywords
$3,840/mo
Keywords with QS ≤ 4 are paying a 40-70% CPC premium. Improving landing page experience (the weakest QS component) could recover an estimated $3,840/mo in QS tax.
How to fix: Focus on the top 5 highest-spend low-QS keywords first. Ensure landing pages match ad copy, load under 3 seconds, and have clear conversion paths. Test dedicated landing pages for each ad group theme.
Increase weekend budgets by 15-20%
$420/mo
Weekend spend drops 28% but conversion rates only drop 8%. You're likely leaving conversions on the table by under-spending on Saturday and Sunday.
How to fix: Set up ad scheduling with a +15-20% bid adjustment for Saturday and Sunday. Monitor for 2 weeks to confirm weekend conversions increase proportionally.
kindlingby Panther City Data