The most common conversation we have with new clients goes like this: 'We've been running Google Ads for eight months. We're spending $2,000 a month and getting almost nothing back.' By the time they come to us, they've often written off paid search entirely — convinced it doesn't work in their market. It does. They just have five fixable problems.
The Five Problems We Find in Every Audit
01 · Broad match keywords with no negative list
Broad match keywords cast an enormous net. Without a well-maintained negative keyword list, Google will spend your budget on searches that have nothing to do with your business. We regularly find campaigns spending 30–40% of budget on irrelevant queries. The fix takes two hours.
02 · No conversion tracking — or broken tracking
If you're not tracking conversions, Google's automated bidding has nothing to optimise for. It will optimise for clicks — cheap, plentiful, and almost entirely useless. We audit tracking before touching anything else. Broken tracking is responsible for more budget waste than any bad campaign structure.
A Google Ads account optimised for clicks and an account optimised for conversions can have the same spend and produce completely different business outcomes. Tracking is the difference.
03 · Landing pages that don't match the ad
You can have the most persuasive ad copy in history and it won't convert if the landing page doesn't follow through on the promise. Message match is critical — every ad group should have a corresponding landing page that mirrors the headline, addresses the specific intent, and has one clear CTA.
04 · Campaigns structured around budgets, not objectives
Many business owners set up campaigns because they have a budget to spend, not because they have a clear objective. Structure your campaigns around what you want buyers to do — not around how much you've allocated. Objective-first structure changes everything about how you measure success.
05 · No scheduled performance review cadence
Google Ads accounts decay without active management. Bids drift. Quality scores drop. Competitors enter and exit. Most accounts we take over haven't had a meaningful human review in months. Weekly review is the minimum. Bi-weekly if the budget is under $500/mo.
What a Fixed Account Looks Like
A well-structured Google Ads account has: airtight conversion tracking with server-side events, a clean campaign structure with tight ad groups, a negative keyword list reviewed weekly, landing pages built specifically for each campaign theme, and a human reviewing performance against a defined scorecard.
The difference between a Google Ads account that performs and one that doesn't almost never comes down to budget. It comes down to measurement, structure, and review cadence.
— Rasheed Girvan, Digital Fulfilment Consultant
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