2 primary conversion action(s) have recorded nothing in 30+ days — likely broken tags.

• · "Contact Form Submit" (submit lead form): last fired 74 days ago
• · "Contact Form (old GTM)" (submit lead form): never fired

Recommendation: Verify each tag with Google Tag Assistant. A silently broken conversion tag starves Smart Bidding of data and quietly degrades every campaign that relies on it.

1 campaign(s) spent money over 90 days without a single recorded conversion.

• · "Display – Remarketing (old)": 940 spent, 1240 clicks, 0 conversions

Recommendation: Either the offer, the landing page, or the targeting is broken — or conversions from these campaigns aren't being measured. Diagnose before spending further.

Multiple primary conversion actions in the same category are likely double-counting results.

• · submit lead form: "Contact Form Submit", "Contact Form (old GTM)"

Recommendation: Keep one primary action per outcome and mark the rest as secondary. Double counting inflates reported results and misleads Smart Bidding.

Auto-tagging is disabled, so clicks can't be matched to what happens after them.

Recommendation: Enable auto-tagging in account settings. It is required for accurate conversion import and GA4 attribution.

No GA4 property is linked, so there is no independent view of post-click behavior.

Recommendation: Link GA4 to cross-check Google Ads conversion data and see what visitors do after they click.

3 active conversion action(s) found.

Broad match keywords are running without Smart Bidding — Google is matching loosely with no conversion signal to rein it in.

• · "Search – Emergency Plumbing" › "Emergency Plumber": 1930 on broad match under manual cpc
• · "Search – Emergency Plumbing" › "Water Heater": 670 on broad match under manual cpc
• · "Search – Drain Cleaning" › "Drain Cleaning": 690 on broad match under maximize clicks

Recommendation: Broad match is only safe under conversion-based Smart Bidding (Target CPA / Maximize Conversions). Tighten these to phrase/exact, or switch the bid strategy.

3 keyword(s) burned meaningful budget over 90 days without one conversion.

• · "plumber" (broad) in "Search – Emergency Plumbing": 690 spent, 240 clicks, 0 conversions
• · "water heater installation cost" (broad) in "Search – Emergency Plumbing": 380 spent, 95 clicks, 0 conversions
• · "tankless water heater" (broad) in "Search – Emergency Plumbing": 290 spent, 82 clicks, 0 conversions

Recommendation: Pause these keywords or set a strict test budget. Redirect the spend to keywords that already convert.

Search campaigns are quietly buying Display network placements, which convert far worse than search intent traffic.

• · "Search – Drain Cleaning" has Display Network expansion enabled

Recommendation: Untick 'Display Network' in each campaign's network settings. If Display is worth testing, run it as its own campaign with its own budget.

Campaigns use "Presence or Interest" location targeting — ads can show to people far outside the service area who merely searched about it.

• · "Search – Emergency Plumbing"

Recommendation: Switch location options to "Presence" so ads only show to people actually in (or regularly in) the targeted locations.

Search partner settings look reasonable on current performance.

Ad groups with meaningful spend are all contributing conversions.

1 spending campaign(s) have zero negative keywords and there are no shared negative lists — every irrelevant search is eligible to cost money.

• · "Search – Emergency Plumbing": 0 negatives, 4360 spent

Recommendation: Review the search terms report and build a shared negative list (start with "free", "jobs", "salary", "DIY", competitor names you don't want). Apply it account-wide.

1 negative keyword(s) are blocking keywords that actually convert.

• · Negative "diy" in "Search – Drain Cleaning" blocks converting keyword "diy drain cleaning" (1 conversions)

Recommendation: Remove or refine these negatives immediately — they are turning away buyers the account already paid to find.

4 of 10 scored keywords (40%) have Quality Score 4 or below — the account is paying a relevance penalty on every auction.

• · "plumber" in "Search – Emergency Plumbing": QS 4, 690 spent
• · "water heater installation cost" in "Search – Emergency Plumbing": QS 4, 380 spent
• · "tankless water heater" in "Search – Emergency Plumbing": QS 3, 290 spent
• · "diy drain cleaning" in "Search – Drain Cleaning": QS 3, 210 spent

Recommendation: Low QS usually means the ad and landing page don't match the keyword. Tighten ad group themes so each keyword sees a closely-matched ad.

No duplicate keyword/match-type pairs across ad groups.

Ad group keyword counts are within a manageable, themed range.

3 ad group(s) run a single ad (or none) — there is no test running, so ad performance can't improve.

• · "Search – Emergency Plumbing" › "Emergency Plumber" (3170 spent)
• · "Search – Emergency Plumbing" › "Water Heater" (1190 spent)
• · "Search – Drain Cleaning" › "Drain Cleaning" (1300 spent)

Recommendation: Run at least one well-built RSA per ad group and review asset performance monthly.

2 of 2 responsive search ads are rated Average or Poor.

• · "Search – Emergency Plumbing" › "Emergency Plumber": ad strength average (3 headlines, 1 descriptions)
• · "Search – Drain Cleaning" › "Drain Cleaning": ad strength poor (6 headlines, 2 descriptions)

Recommendation: Fill RSAs toward 10+ distinct headlines and 4 descriptions, covering different angles (offer, proof, urgency, brand). Distinct beats repetitive.

Some ad groups rely entirely on legacy expanded text ads, which can no longer be edited or improved.

• · "Search – Emergency Plumbing" › "Water Heater": only legacy ETAs, no RSA

Recommendation: Add an RSA to each of these ad groups. ETAs still serve but are frozen — the moment one underperforms there's nothing to adjust.

2 campaign(s) are missing basic assets (sitelinks/callouts), giving up ad real estate and CTR for free.

• · "Search – Emergency Plumbing": 2 sitelinks, 0 callouts (aim for 4+ of each)
• · "Search – Drain Cleaning": 0 sitelinks, 0 callouts (aim for 4+ of each)

Recommendation: Add at least 4 sitelinks and 4 callouts per campaign. Assets are free CTR — larger ads win clicks at the same bid.

Some RSAs repeat near-identical headlines, which wastes testing slots Google could be using to find winners.

• · "Search – Drain Cleaning" › "Drain Cleaning": 6 headlines but only 3 distinct messages

Recommendation: Replace duplicate headlines with genuinely different angles: price, speed, guarantee, social proof, question forms.

No disapproved or policy-limited ads.

1 campaign(s) that are already profitable are being throttled by their daily budget — this is growth being left on the table.

• · "Search – Emergency Plumbing": losing 24% of impressions to budget while converting (42 conversions, 1.2x ROAS)

Recommendation: Raise budgets on proven winners first, before spending anything on new experiments. This is usually the cheapest growth available in the account.

Campaigns with plenty of conversion data are still on manual CPC, leaving auction-time signals unused.

• · "Search – Emergency Plumbing": 42 conversions on manual CPC

Recommendation: With 15+ conversions/month, test Target CPA or Maximize Conversions against the manual baseline for 4–6 weeks.

Budget allocation broadly follows performance.

Bid strategy targets are consistent with actual performance.

No brand campaigns detected to evaluate.

Only 3 change(s) were made in the last 90 days while the account spent 6600 — this is a set-and-forget account.

Recommendation: Google Ads decays without attention: search terms drift, competitors move, ads fatigue. Establish at minimum a monthly review of search terms, budgets, and ads.

2 significant campaign(s) run 24/7 with no ad schedule — worth checking whether 3am clicks ever convert.

• · "Search – Emergency Plumbing" (4360 spent, no schedule)
• · "Search – Drain Cleaning" (1300 spent, no schedule)

Recommendation: Segment performance by hour and day. If conversions cluster in business hours (typical for lead gen), schedule or bid-adjust accordingly.

Spend is reasonably diversified across campaign types.

Campaign structure is clean enough to navigate.