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00 The index
Wasted ad spend. Tools and fixes.
Spend keeps going out and the sales or booked jobs don't follow. In my Q3 2026 benchmark the search terms report showed a median 52% of spend, and a median 30.7% of what it showed went to terms with two or more clicks and no conversions. Start with the three free checks below, put a dollar figure on the leak, then fix the part of the account causing it.
Last updated October 2026 · 23 answers
Video · 0:49 · Sound on
What's in my free Google Ads audit
Read the transcript
Plenty of ads audits are a sales call with a PDF stapled on. Mine is the work itself. I start with your conversion tracking, because every number after it depends on it. Then what Smart Bidding is fed. In one account, someone renamed a form button from Send to Submit, and website leads read 0. Then the top three leaks, ranked by spend, and one change you can ship this week, hire me or not. I only need read-only access. I can see the account, but I can't change campaigns, budgets or billing. Within 24 hours, you get 5 to 7 pages, written by me. No call required. It's free at any spend level, for Google, Microsoft or Meta ads. Send the form on this page. I'm Conner Crowe.
01 Start here
Find the leak
before you fix it.
The fastest way to find wasted ad spend is to check three things in order. Read the platform reports to locate the spend. Compare conversions against the system where revenue or qualified leads are recorded. Then calculate the monthly dollar impact so the fixes can be ranked by value.
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Platform reports
Search terms, placements, budget loss, audience quality, and campaign settings show where money left the account.
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Conversion source of truth
Shopify, the CRM, or booked calls show whether the platform's conversion column describes real business outcomes.
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Dollar impact
The free calculator turns your monthly Google Ads spend, red-flag count, and optional junk-lead rate into a directional monthly waste estimate.
If spend rose while revenue held flat, start with the overspending signals. If the clicks are wrong, read the targeting diagnosis. If traffic arrives and nobody converts, use the conversion pass. For the whole sequence, follow the account-audit method.
02 The router
Symptom in.
Answer out.
The sentence on the left is what founders say on the first call. The page on the right is the one that answers it.
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"Spend went up and revenue did not."
How to spot overspending ad campaigns -
"I do not know which numbers to watch each week."
Metrics to monitor for poor ad performance -
"The clicks are coming from the wrong people."
Signs ads are targeting the wrong audience -
"Traffic arrives and nobody converts."
Diagnose low conversion rates in digital ads -
"My cost per click keeps climbing."
Common reasons for high CPC without sales -
"I need the CPC down without losing conversions."
How to lower CPC without losing conversions -
"My keywords are matching things I never bought."
Keyword match-type mistakes that waste spend -
"Is my ROAS any good, honestly?"
What is a good ROAS for ecommerce -
"Performance Max is a black box."
Is Performance Max wasting my budget -
"Retargeting spend rises and purchases do not."
Signs retargeting ads are wasting budget -
"Some of these clicks cannot be human."
How ad fraud and click bots affect your budget -
"I want to run the whole audit myself."
How to audit a digital ad account
03 Confirm on your account
Three tools.
No sales call.
Run these against your account before you book anything. The point of this library is that most diagnostic work does not require a paid engagement to start.
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Wasted Spend Calculator
A two-minute directional estimate.
Plug in your monthly Google Ads spend and how many of the Setup Checklist's ten red flags your account has. The calculator applies a waste rate for that flag count and returns a directional monthly and annual dollar figure.
Run the calculator -
Google Ads Setup Checklist
Free 25-page PDF. No email gate.
The same checks I run before every written audit, packaged as a printable workbook. Covers match types, conversion setup, structure, and the standard leaks.
Download the checklist -
The Tracking Stack
Eight-layer reference for Shopify.
Half of what looks like ad waste is tracking waste. Bad data leads to bad bids. This is the architecture I rebuild every account to before judging campaign performance.
Read the stack: the Tracking Stack
03b If you want help
Three ways
to start.
Read the library, run the diagnosis on your own account, decide from there. If a real second pair of eyes matters more than the diagnosis itself, here is the ladder.
- $0
Free Google Ads audit, written by me
Add me as a read-only user and within 24 hours of access you get a written read on where the spend leaks and what to fix first. Nothing in the account changes. Prefer to do it yourself? The 25-page Setup Checklist PDF needs no email.
Get a free ads audit - $2,500 to $20,000
One-time projects
Fixed price, quoted from the free audit. Fixing tracking is typically $2,500: server-side GTM, dedup contract, conversion API wiring, GA4-to-Shopify reconciliation. The work that makes everything downstream readable.
See project examples - $2,500 to $8,500/mo
Monthly
Senior solo operator on the account. Same person on the call as on the keyboard. $2,500 runs one ad channel with a Monday written summary, each add-on is $1,500, month-to-month. Home brand or service business.
See the pricing list
04 The questions
Every question,
answered in full.
The full index, grouped by leak category. Each question links to a self-contained answer. No gate, no email, no "click to reveal."
01
Overall signals
4 questions
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How can I identify if my online ad campaigns are overspending?
Five signals that confirm a campaign is leaking budget, three more that hide on the campaign card, and the cross-channel checks that settle it.
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How should I structure an ad account to reduce waste?
Six structural choices that cut Google Ads waste: intent segmentation, match-type discipline, PMax asset groups, geographic splits, budget scope, naming.
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Is Performance Max wasting my budget?
Blended ROAS hides whether Performance Max earns its spend. Split PMax from Shopping, keep it off your brand name, then judge each on its own job.
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What are common mistakes that cause digital ad spending to go to waste?
The seven mistakes that waste digital ad spend, the settings behind them, and the order I fix them in, tracking first.
02
Search-spend leakage
4 questions
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Should I build SEO pages for misspellings of my brand name?
Don't build a page per misspelling. Claim the variants with alternateName schema, add them as phrase negatives in paid, and bid only when a competitor outranks you.
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What do 'AI Max expanded matches' and 'landing page matches' mean in my search terms report?
What the Total: AI Max expanded matches and landing page matches rows count, why yours may read zero, and how I judge and negate the traffic behind them.
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When is it appropriate to pause underperforming keywords or ad groups?
Six rules for pausing keywords and ad groups without starving Smart Bidding: spend floor, conversion rate, Quality Score, impression freeze, irrelevance, and margin.
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Which Google Ads match type mistakes waste ad spend?
Six Google Ads match type mistakes that leak budget, with my own CPC and lead-cost data on broad, phrase and AI Max, plus the two checks that find the leak.
03
Conversions and ROI
3 questions
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How do I diagnose a low conversion rate on my ads?
The four root causes of a low ad-conversion rate, the landing-page red flags behind most of them, and the diagnostic order that costs least to run.
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How do I know if my retargeting ads are wasting budget?
Seven signals that retargeting is burning budget: strangers in the audience, buyers still in the pool, frequency, exhaustion, overlap, borrowed credit, and fatigue.
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What is a good return on ad spend for an ecommerce business?
Breakeven ROAS by margin, why category averages mislead, blended vs platform gaps, new-customer ROAS, and the Meta metrics that decide if paid spend pays.
04
Cost-per-click and acquisition cost
6 questions
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Can I see what my competitors pay per click on Google Ads?
No tool shows a competitor's real CPC. What auction insights and bid ranges show, why one keyword has no single price, and what my own accounts say to bid.
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Do more clicks mean more sales on Google Ads?
Not reliably. What happened to qualified leads when clicks went up in my own tests, when more clicks do help, and the three numbers I watch instead.
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How do I lower cost-per-click without losing conversions?
Seven levers for cutting cost per conversion on Google Ads without losing volume, plus the five bidding conditions that mean the strategy itself is overpaying.
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How do I make ad copy more relevant and raise click-through rate?
Five signals that ad copy is pulling the wrong buyer, plus the seven relevance levers that lift click-through rate and Quality Score once you know why.
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My campaign is not spending its budget. Should I raise bids?
A campaign that cannot spend its budget is usually losing impression share to rank. The arithmetic that decides whether clearing the first-page floor pays.
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What are common reasons for high cost-per-click without sales?
Why CPC climbs without sales: auction crowding, paying for your own brand, weak ad and page match, bid mismatch, audience drift and landing-page friction.
05
Irrelevant traffic
2 questions
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How do ad fraud and click bots affect my digital advertising budget?
Where ad fraud hits Google Ads and Meta: Display, partner networks, app placements. Versus search, where filtering handles most of it. Detection signals.
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What warning signs show my ads are targeting the wrong audience?
Seven signs of wrong-audience targeting, how that traffic behaves after the click, and the six default settings that keep causing it.
06
Diagnostic tools
2 questions
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Which metrics should I monitor to catch poor ad performance?
Ad metrics to monitor for poor performance: weekly CPA and pacing, search-term and Quality Score reads, Display placements, monthly ROAS and conversions.
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Which tools can help analyze ad spend efficiency in paid search campaigns?
Native reports, Microsoft tools, attribution SaaS and free workbooks, with first-party Q3 2026 data on what the search terms report shows and hides.
07
Audits and services
2 questions
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Best practices for conducting an audit of my digital advertising account
The five principles of a real ad-account audit, the order to run the pass in, what each audit tier costs, and what to expect from an outside operator.
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Is there a free Microsoft Ads (Bing Ads) audit?
Microsoft's free help, what automated scores miss, and my free written Microsoft Ads audit. Plus the Bing-only checks: Google Import sync, partners, Copilot.
05 What I do with this
Same diagnosis,
run by a senior operator.
Every founder reading this can run the diagnosis on their own account. The library is built so they can. Some founders read it and the next move is obvious. Some founders read it and decide the next move is to hand the account to someone who runs this diagnosis for a living.
That's what I do. I'm Conner Crowe. I've spent ten years in paid media and managed $15M+ in ad spend. Same person on the call as on the keyboard. No account manager, and a written summary every Monday.
If the library got you to the answer, good. If it showed you the diagnosis is bigger than one founder can run on a weekend, the free audit link is below.
If you book a call
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Before. I look at your site first, so the call starts on your business, not an intro.
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The call. Thirty minutes on what’s working, what’s leaking and whether this fits.
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After. If it isn’t the right fit, you leave with two or three fixes you can ship without me.
5.0 average from 11 Google reviews.
Want this diagnosed in your account?
Same diagnosis,
run on your account.
Add me as a read-only user and I'll write the audit myself: where the spend leaks and what to fix first, 5 to 7 pages, back within 24 hours of access. No call needed. If you'd rather talk first, a call is open too.