Account Audit for Waste

What You Will Learn

This page gives you a repeatable account audit for waste. First, you will review search terms. Next, you will review placements and devices.

Then you will review landing pages and engagement. After that, you will identify budget leaks. Finally, you will convert findings into a fix list.

Why an Account Audit for Waste Matters

Waste reduces ROI. Therefore, audits protect performance even when strategy stays the same. Audits also improve data quality. Better data improves automation outcomes.

You can also use Optimization Score as a supporting signal. However, you should still validate everything in reports.
Optimization Score overview.

Audit Search Terms

Step 1: Open Search Terms

In Google Ads, click “Keywords”. Then click “Search terms”. You will see real queries that triggered ads.

Step 2: Filter for Waste

First, sort by cost. Next, filter for zero conversions. Then scan for irrelevant intent.

Step 3: Add Negative Keywords

Add irrelevant terms as negatives. Use ad group negatives for tight themes. Use campaign negatives for broad filters.

Step 4: Review Match Types

Broad match can expand quickly. Therefore, confirm your match type plan. Tighten terms that drift.
About keyword match types.

Audit Placements

Step 1: Open Placement Reports

For Display and Video, open “Content” or “Placements”. Then review “Where ads showed”.

Step 2: Flag Low-Quality Inventory

Look for high spend with weak conversions. Also look for odd apps and low-quality sites.

Step 3: Exclude Bad Placements

Exclude obvious waste. Also build a placement exclusion list for repeats.
Where ads showed.

Audit Devices

Step 1: Check Device Performance

Open “Devices” and review CPA, ROAS, and conversion rate by device.

Step 2: Find Consistent Underperformance

One bad week can happen. However, repeated weakness signals waste.

Step 3: Adjust or Exclude

Reduce bids where results stay weak. Or exclude if the device never performs.
About device targeting.

Audit Landing Pages and Experience

Step 1: Identify Landing Pages From Ads Traffic

In GA4, review landing pages and engagement. Then map results back to campaigns.

Step 2: Find Page-Level Leaks

High bounce and low conversion signal a leak. Slow load also creates waste.

Step 3: Fix the Page Before You Scale Spend

Improve clarity, speed, and offer alignment. Then measure again.
GA4 engagement metrics.
Web.dev performance guidance.

Find Budget Drivers and Leaks

Step 1: Rank Campaigns by Spend

First, list the top spend campaigns. Next, compare conversions and CPA.

Step 2: Identify the Leak Pattern

Leaks often come from a few sources. Search terms drift. Placements waste. Devices underperform. Pages fail to convert.

Step 3: Prioritize the Biggest Fix First

Fix the largest leak first. Therefore, results improve faster.

Turn the Audit Into Actions

Create a Simple Fix List

List issues with an owner and a due date. Then rank them by impact. Keep the list short at first.

Use a Change Log

Track what changed and when. Therefore, you can connect improvements to actions.

Review Weekly After Changes

After fixes, review weekly for four weeks. Then move to monthly checks.

Body Reinforcement: Why Audits Reduce Waste

• You stop paying for irrelevant clicks.
• You remove weak placements that drain spend.
• You reassign budget away from weak devices.
• You fix landing page leaks before scaling.
• You improve signal quality for automation.
• You build a repeatable audit rhythm.
• You make ROI more predictable over time.

Common Questions About an Account Audit for Waste

How often should we run an audit?

Quarterly works for many teams. However, fast-spend accounts often audit monthly.

Can an audit improve Smart Bidding?

Yes. Cleaner traffic and better pages improve signals.

What if we see waste but cannot change pages?

Tighten targeting and negatives first. Then plan page upgrades.

Do audits replace strategy?

No. Audits improve execution and efficiency.

Next Steps

First, audit search terms and add negatives. Next, audit placements and exclude waste. Then audit devices. After that, audit landing pages and fix leaks.

Continue the reporting cluster:

Return to Google Ads Reporting and Analytics