Ad spend
$9,444
Oct 1–30, 2026
GOOGLE ADS AUDIT / STRATEGY
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The Google Ads audit prepared for an E-commerce Client. It brings together account performance, conversion tracking, campaign structure, and a practical growth plan.
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Actual client account · read-only review
AUDIT COMPLETE
CLIENT
E-COMMERCE
CLIENT
CLIENT AUDIT•READ ONLY
Review was read-only; no changes were made to the Google Ads account. Account data covers October 1–30, 2026; audit date is October 30, 2026.
The account generated purchase value, but limited campaign control and unreliable secondary events make the next growth step harder to measure.
Purchase value
$21,536
Reported conversion value
Return on ad spend
2.28×
≈ 228% ROAS
Purchases
148
Rounded from 147.75 campaign conversions
Four things shaping performance
PRIORITY FINDINGS
01
Too much spend in two campaigns
About 99% of spend sits in two Performance Max campaigns. There is no non-brand Search or Standard Shopping for category-level visibility and control.
02
Targets need a more nuanced reset
Both P-Max targets exceed observed ROAS; Butter P-Max is limited by its target and lost impression share from rank is 79%. Brand Search is a different case: only 95 clicks, so tROAS is a poor fit despite high reported ROAS.
03
Conversion signals need cleanup
Add to cart fires on page load, checkout intent is missing, and an unrelated loan-app install is included in account-default goals.
04
Creative is too generic
Brand Search has one responsive search ad, while Performance Max asset groups lack category-specific creative and signals.
The order of operations matters. Fix measurement first, then loosen restrictive targets in controlled steps, and expand into category intent.
AUDIT TAKEAWAYThe two Performance Max campaigns account for nearly all recorded spend. Brand Search appears highly efficient, but at only 95 clicks and $54 spend it is too small to guide account-wide bidding decisions.
| Campaign | Budget/day | Target ROAS | Actual ROAS | Cost | Conv. | Audit note |
|---|---|---|---|---|---|---|
| Sales | Performance Max Performance Max | $220 | 285% | 231% | $5,514 | 108.75 | Target is above current performance |
| Butter | Performance Max #2 Performance Max | $180 | 275% | 201% | $3,876 | 35.00 | Limited by target · $111 CPA |
| Search | Brand Brand Search | $40 | 330% | 1,825% | $54 | 4.00 | Just 95 clicks; tROAS is a poor fit |
| TOTAL | $440/day | — | $9,444 | 147.75 | 148 purchases, rounded | |
ASSET GROUP SIGNAL
“Butter” takes roughly 85% of its campaign spend at 1.86× ROAS—the weakest group. “Asset Group 1” is strongest at 3.70×, but its ad strength is only Average.
1.86×
Butter · lowest
3.70×
Top group
Keep the proposed daily budget at $440, but spread it across brand, category Search, Standard Shopping, and category-led Performance Max.
PROPOSED DAILY ALLOCATION
$440 / day
Search | Brand
$30 / day
Search | Non-Brand Products
$80 / day
Shopping | Standard
$70 / day
P-Max | By category
$260 / day
01
Search | Brand
Protect your name
$30/ day
START WITH
Target Impression Share · 90–95% absolute top · max CPC ~$1–1.50
AFTER DATA
Keep
02
Search | Non-Brand Products
Capture category intent
$80/ day
START WITH
Maximize conversion value, no target · allow 2–4 weeks
AFTER DATA
Add tROAS after 30–50 conversions
03
Shopping | Standard
Control product-level queries
$70/ day
START WITH
Manual CPC or Max Clicks with a CPC cap
AFTER DATA
Maximize conversion value → tROAS
04
P-Max | By category
Scale across Google
$260/ day
START WITH
Reduce targets in 10–15% steps: Sales ~250%; Butter ~220–240%
AFTER DATA
Set separate tROAS targets by margin
Non-brand Search
One ad group per category (caviar, iberico, saffron, olive oil, butter, gifts); send each to its own category page. Start with phrase and exact match, write ad copy from the landing page, and add brand terms as negatives.
Shopping control
Use Merchant Center custom labels for category, margin, and best seller. Decide which products run in Shopping versus P-Max so the campaigns do not compete.
Category P-Max
Build distinct groups for Caviar; Iberico & Charcuterie; Cheese & Butter; Gourmet Gifts; and Pantry (oil, saffron, truffle), each with its own listing group, creative, and audience signals. Add brand exclusions.
Change discipline
Avoid target changes over 15% at once; wait a week between changes; do not change budget and target together. No major bid changes until tracking is fixed.
Timing note: launch the Gourmet Gifts asset group ahead of the holiday season.
01
Remove the unrelated Downloads goal
OBSERVED
An Android loan-app install goal (“Danaku”) is set as an account-default conversion.
RECOMMENDED FIX
Remove it from account-default goals so bidding optimizes for the store’s real outcomes.
02
Repair Add to cart measurement
OBSERVED
The Add to cart event fires on page load instead of after a real user action. On the homepage alone, it fires twice (27,227 add-to-carts vs 11,266 clicks).
RECOMMENDED FIX
Fire the real add_to_cart event after the action, pass value and currency, and keep it Secondary while validating.
03
Track checkout intent
OBSERVED
begin_checkout is not currently tracked.
RECOMMENDED FIX
Add begin_checkout as a Secondary conversion to make the funnel visible without steering bids too early.
04
Verify tags and order values
OBSERVED
Two GA4 properties are present, and gtag.js loads twice. The audit confirmed GTM and Google Ads tags load correctly; verify event values, shipping/tax, USD currency, transaction IDs, and duplicate fires.
RECOMMENDED FIX
Use GTM Preview, clean up redundant GA4 properties and duplicate gtag.js loads, reconcile Google Ads with e-commerce store orders, and confirm each purchase tag fires once.
Bid-change guardrail
No major bid changes until tracking is fixed and test orders reconcile correctly.
Each phase unlocks the next. The first weeks focus on dependable signals; expansion follows only after the account has data to learn from.
Week 1
Fix the foundation
Measurement firstCorrect conversion goals and Add to cart; add begin_checkout; move Brand Search to Target Impression Share.
Week 2
Recalibrate
Small, controlled changesReduce tROAS in measured steps, add Merchant Center custom labels, and review the two pending drafts.
Week 3
Open new intent
New campaign coverageLaunch Non-Brand Search and Standard Shopping; introduce a Gourmet Gifts asset group.
Weeks 4–12
Scale what earns it
Learn, then scaleRoll out remaining category asset groups, add tROAS after sufficient data, and shift budget toward winners.
90-DAY GOALS · SAME $440/DAY BUDGET
Targets to validate against margins
260–280%
ROAS
180+
purchases / month
< $55
cost per purchase
These are proposed targets, not guaranteed results; confirm profitability with the client’s margins.
These are the fee terms stated in the client audit report. Final engagement terms depend on the agreed scope.
$1,300
Fixed fee
Fee stated in this report$500 / month
Monthly minimum
Covers up to $3,000 in monthly ad spend+10%
Of ad spend above $3,000
Applied to the portion over the thresholdAT THE REPORTED ~$9,450 / MONTH AD SPEND $500 + 10% × $6,450 = $1,145 monthly fee
AS PROPOSED
E-COMMERCE CLIENT · GOOGLE ADS AUDIT
Better decisions start
Better decisions start
with better signals.
This client report combines account evidence, measurement checks, and prioritized recommendations. The audit was read-only; no account changes were made.