Google Ads Wasted Spend and Search Terms Audit
Find spend that brings no value and fix it.
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[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.
Audit wasted spend. Data: search terms report with term, match type, impressions, clicks, cost, conversions, campaign and ad group, and the negative keywords present: [SEARCH_TERMS_DATA]. Business offer and what is out of scope: [OFFER_AND_EXCLUSIONS]. Show the arithmetic in a table: total spend, spend on zero-conversion terms, and the share (380 of 1,000 is 38 percent), plus the top 20 terms by cost without conversion. Classify terms as irrelevant, relevant but not converting yet, or relevant with too few clicks to judge; leave terms with too little data, for example under 30 clicks, alone. Group irrelevant terms into themes (jobs, free, DIY, competitors) and write negatives with the match type. Check for broad match terms matching unrelated searches. Worked example with invented terms: 'free boiler leaflet' cost 24.50 with no conversions; 'boiler jobs' 18.20; 'boiler service leeds' 61.00 with 4 conversions; irrelevant spend 42.70 of 310 total (13.8 percent). Add a decision table (add as negative, add as keyword, wait for more data), a ten-minute weekly routine, a warning that too many negatives can block good traffic, and a record of each change with date and reason. Match types and automated settings change which search terms are shown [VERIFY]. No outcome can be promised.
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