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Sample report. This is a fictional account from our demo. Your own report looks the same, with your campaigns, search terms and numbers.

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76out of 100

Account health · CityDrive Driving School (sample)

Needs attention

16 findings across 5 areas · 3 to fix now · at least £1,891/month at stake

Last 30 days · tracking, budgets, bidding, search terms and ads. Quality Score and landing pages are checked in the full audit.

The 3 findings we'd fix first · of 16

  1. 1

    Conversion Tag Has No Recent Activity

    Fix nowConversion tracking~£1,296/mo

    The primary "Lesson booking" conversion action has recorded 0 conversions in the last 14 days, against a 12-month average of 3.1/day. The tag may have been removed in a recent site update.

    What to do: Test the booking confirmation page with Google Tag Assistant. If the tag is missing, re-add it via GTM and verify a test conversion fires.

  2. 2

    Campaigns Severely Over Budget Pace

    Fix nowBudgets~£420/mo

    2 campaigns are pacing at 164% of their expected month-to-date spend. At the current rate the account will exceed its £1,500 monthly budget by £420.

    What to do: Reduce daily budgets on the two flagged campaigns, or confirm the client has approved the higher spend for this month.

  3. 3

    Budget-Limited Campaigns Running a CPA/ROAS Target

    Fix nowBidding

    2 campaigns are losing impression share to budget while also running a Target CPA. A capped budget and a target pull in opposite directions: Smart Bidding holds bids down to hit the target, then runs out of budget anyway, so the campaign misses the cheaper conversions later in the day.

    For example: Campaign: Search | Driving Lessons · IS lost (budget): 31% (+1 more)

    What to do: Either raise the daily budget so the campaign can spend through the day, or remove the target and let Maximise Conversions work inside the budget. Do one, not both, then leave it two weeks.

Everything else we found · 13

  • £158 Spent on Non-Converting Search Terms (30 Days)

    OptimiseSearch terms~£158/mo

    The terms below spent without converting in the last 30 days. Review each against 3-month data before adding negatives — informational searches can still be valid leads for service businesses.

    For example: Search term: free citydrive advice · Campaign: Search — Core (+3 more)

    What to do: Add exact negatives for clearly irrelevant terms; keep borderline terms under review for another 30 days.

  • 7 Keywords With Zero Conversions Over 12 Months

    OptimiseBidding~£17/mo

    7 keywords have accumulated £202 of spend over 12 months without a single conversion.

    What to do: Pause the flagged keywords or move them to a low-bid experiment ad group.

  • Bid Targets Set Without the Conversion Volume to Support Them

    OptimiseBidding

    2 campaigns run a Target CPA on fewer than 15 conversions in the last 30 days. Smart Bidding needs roughly 30 a month to hold a target; below that it is guessing, and CPA swings from week to week.

    For example: Campaign: Search | Pass Plus · Unit conv (30d): 6 (+1 more)

    What to do: Move the thin campaign to Maximise Conversions without a target, or put both in one portfolio strategy so they share conversion data.

  • 5 Keywords With Very High CPA (12 Months)

    OptimiseBidding

    5 keywords have converted over the last 12 months, but at more than three times the account CPA of £21. They are not wasted spend, they are expensive spend.

    For example: Keyword: driving lessons · Match: Broad (+2 more)

    What to do: Lower bids or tighten the match type on these keywords, and check each one against the search terms it actually matched.

  • Lead Conversions Counting "Every" Instead of "One Per Click"

    OptimiseConversion tracking

    The "Contact form" conversion action counts every conversion. For a lead action that inflates the numbers: one person submitting twice is recorded as two leads, and Smart Bidding optimises towards the inflated figure.

    What to do: Change the count setting to "One" on lead-type conversion actions. Keep "Every" for purchases only.

  • £64 Spent on Competitor Brand Searches (30 Days)

    ImproveSearch terms

    Searches for other driving schools by name matched your keywords. People looking for a named competitor rarely switch, so these clicks convert well below the account average.

    For example: Search Term: swiftpass driving school lessons · Spend: £27 (+2 more)

    What to do: Add the competitor names as exact negatives, unless you are deliberately running a competitor campaign with its own budget and ads.

  • Converting Search Terms Not Added as Keywords

    ImproveSearch terms

    3 search terms have converted more than once but exist only as close variants of broader keywords. As keywords in their own right they can carry their own bids and ad copy.

    For example: Search Term: automatic driving lessons near me · Conversions: 4 (+2 more)

    What to do: Add them as exact-match keywords in the most relevant ad group.

  • £47 Spent on Informational Searches (30 Days)

    ImproveSearch terms

    These searches are questions, not buying intent. They are worth reviewing against three months of data before excluding, because some early-stage researchers do book later.

    For example: Search Term: how many driving lessons do i need · Spend: £19 (+2 more)

    What to do: Add the clearly non-commercial ones as negatives and keep the borderline terms under review for another 30 days.

  • Campaigns Missing Sitelink Assets

    ImproveAds

    3 campaigns are serving without sitelinks, giving up SERP real estate that competitors with assets occupy.

    What to do: Add at least 4 sitelinks per campaign — popular services, contact, reviews and about pages perform well.

  • Device Bid Adjustments Being Ignored by Smart Bidding

    ImproveBidding

    Device adjustments set when the campaign was on manual bidding are still in place. Target CPA ignores them, so they do nothing now and would take effect without warning if the bid strategy were ever changed.

    For example: Campaign: Search | Driving Lessons · Inert adjustments: Mobile +15%, Tablet -30%

    What to do: Remove the inert adjustments so the campaign settings match what is actually happening.

  • 6 Ad Groups With Only 1 Active Ad

    ImproveAds

    6 ad groups have a single active responsive search ad. With nothing to compare against, Google cannot rotate towards a better-performing message, and a disapproval would leave the ad group dark.

    What to do: Add a second responsive search ad to each, built around a different benefit: price, pass rate or availability.

  • 4 Ads With Poor Ad Strength

    ImproveAds

    4 responsive search ads are rated "Poor" or "Average" by Google. Accounts improving ad strength from Poor to Excellent see meaningfully higher CTR on the same spend.

    What to do: Add unused headlines covering benefits, prices and calls to action; pin only where brand compliance requires it.

  • Customer Match Isn't Being Used

    GrowBidding

    No customer list is attached to any campaign. Smart Bidding uses first-party lists as a signal for who is likely to convert, and past enquirers are the cheapest audience to win back.

    What to do: Upload a hashed customer list in Audience Manager and attach it to the Search campaigns in observation mode.

That is one account, checked once

Campaign Owl runs this on every account, every night, and adds Quality Score, landing-page speed and the AI checks. Then it does the part an audit can't:

  • Findings become a task listA daily rota for you or the team, built from what the audit found.
  • Tracking problems come with the fixWhat is missing, and the Tag Manager container to put it right.
  • Client emails are drafted for you“Why did leads drop?” answered from the live numbers and change history.
  • Client reports send themselvesScheduled reports and share links, white-labelled on Pro and above.
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