GOOGLE ADS · 5 MIN READ
Where wasted ad spend actually hides
Nine times out of ten it isn't your bids. It's the search terms report nobody has opened since setup.
Jake Groot · LEAD MARKETING MANAGER
When we run a keyword and search terms audit, the same four leaks turn up in almost every account.
1. Broad match with no negative list
Broad match without maintenance is a standing order to spend on adjacent nonsense. The fix is a negative list that gets updated monthly, not once at setup.
2. Brand and generic in the same campaign
Brand traffic converts cheaply and hides the true cost of everything it's averaged with.
3. Smart Bidding aimed at the wrong conversion
If your primary conversion is a page view or an unfiltered form fill, the algorithm is optimising toward junk with total commitment.
4. Ad groups nobody paused
Seasonal or test ad groups quietly spending for months is the most common single line of waste we find.
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