THE LEAK REPORT · SAMPLE
This is an example on a fictional account, so you can see exactly what you get before you connect anything. Your real audit runs on your live Google Ads data in about a minute.
52/ 100 Smart Bidding score
A working account leaking signal in four places.
Northwind Analytics (example) · 14 campaigns · 9 conversion actions · USD 28,400 spend over 30 days
PASS
Conversion event hierarchyOne primary conversion action (Demo Request); softer events are kept secondary.
WATCH
Conversion value trackingConversions fire without a value, so the bidder optimizes for count, not revenue.Assign a value to each conversion action, even a static estimate, so you can move to value-based bidding.
FIX
Offline conversion importsNo click-ID round-trip from the CRM. Google is bidding to maximize form fills, blind to which leads actually close.Wire offline conversions: capture the GCLID at form submit and upload won or qualified outcomes back to Google.
WATCH
Target efficiencyTarget CPA is set 35% under the trailing 30-day actual, so the top campaign is throttling and stuck in Learning.Set targets within reach of actuals and tighten them in 15 to 20 percent steps.
FIX
Conversion volumeMost campaigns sit under 30 conversions a month, below the floor Smart Bidding needs to optimize.Consolidate campaigns so each one clears roughly 50 conversions a month.
PASS
Bid strategy maturityCore campaigns are Eligible, not stuck in Learning or Limited.
WATCH
Match types and negativesHeavy broad match with a thin negative list, so spend leaks to off-target searches.Mine the search terms weekly, add negatives, and harvest winners into tight campaigns.
FIX
Performance Max signalsPerformance Max runs without brand exclusions or audience signals, so it claims credit for brand demand you already own.Add brand exclusions and feed Customer Match plus high-intent audiences as signals.
WATCH
Attribution modelLast-click is crediting branded search and starving the top-of-funnel campaigns that start deals.Switch to data-driven attribution where volume supports it.
FIX
Brand vs non-brand separationBrand and non-brand share campaigns, so a cheap blended CPA is hiding genuinely expensive acquisition.Split brand and non-brand and judge each on its own CPA.
Needs a deeper read: Enhanced conversions
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