/ads google — Google Ads Deep Analysis

> Comprehensive 74-check audit of Google Ads accounts across all campaign types.

Usage

bash
/ads google
/ads google --focus pmax

Process

1. Collect Google Ads account data (export, Change History, Search Terms Report)
2. Evaluate all applicable checks as PASS, WARNING, or FAIL
3. Calculate Google Ads Health Score (0-100)
4. Generate findings report with action plan

What to Analyze

Conversion Tracking (25% weight)

• Google tag (gtag.js) installed and firing on all pages
• Enhanced Conversions active (hashed first-party data)
• Consent Mode v2 implemented (required for EU/EEA)
• Conversion actions mapped correctly (primary vs secondary)
• Offline conversion import configured (for lead gen)
• Server-side tagging via GTM (recommended for accuracy)
• Attribution model: data-driven preferred (last-click as fallback only)
• Conversion lag analysis (are conversions still trickling in?)

Wasted Spend (20% weight)

• Search Terms Report reviewed (last 30 days minimum)
• Negative keyword coverage adequate (shared lists + campaign-level)
• Display placement audit (exclude low-quality sites)
• Invalid click rate within norms (<10%)
• Broad Match only used with Smart Bidding (NEVER without it)
• Brand/non-brand campaigns separated
• Geographic targeting precise (no wasted international spend)

Negative Keyword Rules (critical):

• NEVER suggest Broad Match negatives unless explicitly justified
• Default to Exact Match [keyword] for specific irrelevant queries
• Use Phrase Match "keyword" for irrelevant intent patterns
• Source negatives from actual Search Terms Report, NOT guesses
• Group into themed lists: Informational, Job-seeker, Competitor, Free-intent
• Recommend Shared Negative Lists at account level
• Review existing negatives for over-blocking

Account Structure (15% weight)

• Campaign-level organization follows business logic
• Ad groups themed tightly (15-20 keywords max per group)
• RSA ad groups have >=3 active ads
• PMax campaigns structured correctly (asset groups, signals)
• SKAGs evaluated (migrate to themed groups if present)
• Campaign labels/naming conventions consistent

Keywords (15% weight)

• Match type strategy appropriate (Exact -> Phrase -> Broad progression)
• Quality Score distribution (aim >=7 average)
• Low QS keywords flagged (<5 = FAIL, 5-6 = WARNING)
• Keyword cannibalization check (same keywords in multiple campaigns)
• Impression share tracked for top keywords

Ads (15% weight)

• RSA: >=8 unique headlines, >=3 descriptions per ad group
• RSA: ad strength "Good" or "Excellent"
• Pin usage minimal and strategic
• Ad extensions: sitelinks (>=4), callouts (>=4), structured snippets, image
• Dynamic keyword insertion used appropriately

Settings (10% weight)

• Bid strategy appropriate for campaign maturity and goals
• Budget pacing: no campaigns limited by budget (unless intentional)
• Ad schedule aligned with business hours/conversion patterns
• Device bid adjustments set based on performance data
• Location targeting: "Presence" not "Presence or Interest"
• Network settings: Search Partners reviewed, Display opt-out for Search

PMax Deep Dive

If Performance Max campaigns exist, additionally evaluate:

• Asset group diversity (text, images, video, feeds)
• Audience signals configured (custom segments, lists, demographics)
• URL expansion settings reviewed
• Brand exclusions applied
• Search themes utilized
• Insights tab reviewed

AI Max for Search (2026)

If AI Max for Search is available/active:

• Broad Match + AI Max integration evaluated
• Auto-generated headline performance monitored
• Search term categories reviewed for relevance

Key Thresholds

| Metric | Pass | Warning | Fail | |--------|------|---------|------| | Quality Score (avg) | >=7 | 5-6 | <5 | | CTR (Search) | >=6.66% | 3-6.66% | <3% | | CVR (Search) | >=7.52% | 3-7.52% | <3% | | CPC (Search) | <=$5.26 | $5.26-8.00 | >$8.00 | | Wasted Spend | <10% | 10-20% | >20% | | Ad Strength | Good+ | Average | Poor | | Invalid Clicks | <5% | 5-10% | >10% |

Output

Deliverables

• GOOGLE-ADS-REPORT.md — Full 74-check findings with pass/warning/fail
• Wasted spend estimate (monthly $ value)
• Quick Wins sorted by impact
• PMax-specific recommendations (if applicable)
• Keyword health matrix with QS, CTR, CVR per keyword group