Google Ads account audit, 2026-10-14
Fernhill Coffee Roasters (fictional) · data through 2026-10-14 · currency USD
Goals: Grow coffee subscriptions through Q4 while holding a 3.0x ROAS on Google.
Recommendations only. This tool reads exported reports and cannot change anything in your Google Ads account. A person applies each step in Google Ads or Merchant Center.
Campaign checks read 2026-09-15 to 2026-10-14 (30 days, $13,160.46 spent). Targets: target ROAS 3.00x, target CPA $16.00 (from average_order_value / target_roas), break-even ROAS 2.22x. Rules and thresholds are in sample-input/media-buyer.ini.
Grade: F (36.5/100)
7 fail, 14 warn, 1 pass, 0 not checked. Pass scores 100, warn 50, fail 0; each category is the average of its checks and the grade is the average of the categories (A from 90, B from 80, C from 70, D from 60).
| Category | Grade | Score | Checks | Pass | Warn | Fail |
|---|---|---|---|---|---|---|
| Account structure | D | 66.7 | ST1, ST2, ST3 | 1 | 2 | 0 |
| Search terms waste | F | 50.0 | SQ1, SQ2 | 0 | 2 | 0 |
| Keywords and Quality Score | F | 16.7 | KQ1, KQ2, KQ3 | 0 | 1 | 2 |
| Budget and impression share | F | 33.3 | BI1, BI2, BI3 | 0 | 2 | 1 |
| Brand vs non-brand | F | 50.0 | BR1, BR2, BR3 | 0 | 3 | 0 |
| Performance Max | F | 25.0 | PM1, PM2 | 0 | 1 | 1 |
| Shopping feed | F | 16.7 | FD1, FD2, FD3 | 0 | 1 | 2 |
| Conversion tracking | F | 33.3 | CT1, CT2, CT3 | 0 | 2 | 1 |
Fixes ranked by dollar impact
Conversion tracking failures come first because every other number depends on them. Each impact is over the window its check read and names its basis; estimates are marked, and impacts from different checks can overlap, so don't add them up.
| # | Check | Fix | Impact | Basis |
|---|---|---|---|---|
| 1 | CT1 | In Google Ads, open Goals > Conversions > Summary and check “Calls from ads”: confirm it still records (Tag Diagnostics for a website tag, the call settings for a call action), or remove it if it is no longer used. | - | affects every conversion number in this audit |
| 2 | BR1 | Raise the budget of brand campaign “Brand | Search | Fernhill”: it showed on 77.1% of searches for your name and lost 15.8% to budget. | $2,053.45 | estimate: conv. value x lost IS (budget) / impression share, assuming missed searches convert like served ones |
| 3 | KQ2 | Pause keyword “espresso machine” (broad) in “NB | Search | Espresso Machines” > “Espresso - Machines”: ROAS 1.00x is at or under the kill line 1.95x. | $926.17 | cost above what the target allows |
| 4 | SQ1 | Add the 13 negative keywords in output/negatives-2026-10-14.csv (NG1, NG2, NG3, NG4, NG6, NG7, NG8, NG9, NG10, NG11, NG12, NG13, NG15). | $878.00 | cost of those search terms in the period (cost above target for the CPA rule) |
| 5 | BI3 | Spend is $753.44 over plan for the month so far: lower daily budgets on the campaigns judged weakest in the recommendations, or raise the plan. | $753.44 | month-to-date spend minus plan |
| 6 | ST1 | Pause campaign “NB | Search | Gift Cards” or fix what it sells to: $733.79 with no conversion. | $733.79 | cost with no conversions in the window |
| 7 | PM1 | Lower the Performance Max budget, or raise its target ROAS bid setting toward your target; check its search terms (PM2) and its products (FD1, FD2) first. | $385.53 | cost - conversion value / target ROAS |
| 8 | CT2 | Campaign “Shopping | Grinders & Gear” stopped converting on 2026-10-05: check its landing pages and the conversion tag before judging it. | $318.38 | cost since its last recorded conversion |
| 9 | KQ2 | Pause keyword “coffee” (broad) in “NB | Search | Generic Coffee” > “Coffee - Broad”: ROAS 1.56x is at or under the kill line 1.95x. | $306.33 | cost above what the target allows |
| 10 | KQ2 | Pause keyword “coffee gift card” (phrase) in “NB | Search | Gift Cards” > “Gift Cards”: 0 conversions on $287.30; the kill line is $32.00. | $287.30 | cost above what the target allows |
| 11 | BI1 | Raise the daily budget of “NB | Search | Coffee Beans” by up to 20% (about $577.91 more over 30 days); it lost 28.2% of impressions to budget at ROAS 4.26x. | $242.72 | estimate: extra cost x (ROAS / target ROAS - 1), assuming the extra spend performs the same |
| 12 | FD2 | Item FH-GRD-01 (Fernhill Burr Grinder Pro): restock it, or exclude it from the campaign until it is back. | $138.40 | its cost in the products report period |
| 13 | KQ2 | Pause keyword “espresso machine parts” (phrase) in “NB | Search | Espresso Machines” > “Espresso - Parts”: ROAS 0.58x is at or under the kill line 1.95x. | $113.93 | cost above what the target allows |
| 14 | KQ2 | Pause keyword “light roast coffee beans” (broad) in “NB | Search | Coffee Beans” > “Beans - Roast”: ROAS 0.80x is at or under the kill line 1.95x. | $88.22 | cost above what the target allows |
| 15 | KQ2 | Pause keyword “breville espresso machine” (exact) in “NB | Search | Espresso Machines” > “Espresso - Brands”: 0 conversions on $88.20; the kill line is $32.00. | $88.20 | cost above what the target allows |
| 16 | BR2 | Add the brand phrase negatives NG5, NG14 ("fernhill", "fern hill") to the non-brand campaigns listed. | $75.25 | cost minus clicks x the brand campaign's CPC |
| 17 | KQ2 | Pause keyword “gift card coffee” (broad) in “NB | Search | Gift Cards” > “Gift Cards”: 0 conversions on $73.10; the kill line is $32.00. | $73.10 | cost above what the target allows |
| 18 | KQ2 | Pause keyword “coffee near me” (phrase) in “NB | Search | Generic Coffee” > “Coffee - Broad”: 0 conversions on $66.70; the kill line is $32.00. | $66.70 | cost above what the target allows |
| 19 | FD1 | Item FH-GRD-02 (Fernhill Hand Grinder): fix the issue Merchant Center lists, then request a review. | $46.20 | its cost in the products report period |
| 20 | PM2 | In Performance Max campaign “PMax | All Products”, add a brand exclusion for your brand (campaign settings > Brand exclusions) so the brand campaign serves those searches. | $36.00 | cost minus clicks x the brand campaign's CPC |
| 21 | BI2 | Campaign “NB | Search | Gift Cards” loses 90.0% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win. | - | no direct dollar figure |
| 22 | BI2 | Campaign “NB | Search | Espresso Machines” loses 60.7% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win. | - | no direct dollar figure |
| 23 | BI2 | Campaign “NB | Search | Generic Coffee” loses 50.4% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win. | - | no direct dollar figure |
| 24 | BI2 | Campaign “Shopping | Grinders & Gear” loses 30.6% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win. | - | no direct dollar figure |
| 25 | BR1 | Brand campaign “Brand | Search | Fernhill” also lost 7.2% to ad rank: check its bids and ad strength. | - | no direct dollar figure |
| 26 | BR3 | Judge growth on non-brand numbers, not the account total: non-brand cost ran $1,662.62 above what the target allows (cost - conversion value / target ROAS). The kill, keyword and negative keyword fixes close that gap. | - | counted in the fixes it points to |
| 27 | CT1 | In Google Ads, open Goals > Conversions > Summary and check “Contact form”: confirm it still records (Tag Diagnostics for a website tag, the call settings for a call action), or remove it if it is no longer used. | - | a secondary action; it doesn't feed bidding |
| 28 | CT3 | 2 primary purchase actions (“Website purchase”, “GA4 purchase (import)”): one sale can count twice. In Goals > Conversions, set one of them to Secondary. | - | affects conversion counts, not cost |
| 29 | CT3 | Lead action “Contact form” counts every conversion; one person sending the form twice counts as two leads. In Goals > Conversions, change Count to One. | - | affects conversion counts, not cost |
| 30 | FD3 | Open Merchant Center > Products > Needs attention and fix the 2 disapproved items listed. | - | no direct dollar figure |
| 31 | KQ1 | Every low Quality Score keyword with spend is past the kill line: pause them through the KQ2 fixes first. | - | counted in KQ2 |
| 32 | KQ3 | Work through the lowest-scoring keywords first: match the ad headline and landing page to the keyword, and move unrelated keywords to their own ad group. | - | no direct dollar figure |
| 33 | SQ2 | Add [fresh roasted coffee beans] as an exact keyword in “NB | Search | Coffee Beans” > “Beans - Core”. | - | an opportunity; no saving claimed |
| 34 | SQ2 | Add [coffee beans bulk] as an exact keyword in “NB | Search | Coffee Beans” > “Beans - Core”. | - | an opportunity; no saving claimed |
| 35 | SQ2 | Add [decaf coffee beans] as an exact keyword in “NB | Search | Coffee Beans” > “Beans - Roast”. | - | an opportunity; no saving claimed |
| 36 | SQ2 | Add [best coffee subscription] as an exact keyword in “NB | Search | Generic Coffee” > “Coffee - Subscription”. | - | an opportunity; no saving claimed |
| 37 | ST3 | Split ad group “Coffee - Broad” in “NB | Search | Generic Coffee” (24 keywords) into smaller groups by theme so each ad matches its searches. | - | no direct dollar figure |
Checks
Account structure: D (66.7)
1. ST1 · Every campaign with spend converts · WARN
Finding: 1 campaign(s) spent $733.79 (5.6% of $13,160.46) with 0 conversions. Threshold: pass at or under 5% of spend, warn to 15%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| NB | Search | Gift Cards | $733.79 | 0 conversions | CD5, CD12, CD19, CD26 and 26 more ranges |
- Fix (#6): Pause campaign “NB | Search | Gift Cards” or fix what it sells to: $733.79 with no conversion. Impact $733.79 (cost with no conversions in the window).
2. ST2 · Each search term is served by one campaign · PASS
Finding: 1 search term(s) ran in more than one campaign; $44.10 (0.7% of search term cost) was spent outside the campaign where each converts best. Threshold: pass at or under 5% of search term cost, warn to 15%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| whole bean coffee | $44.10 | best in NB | Search | Coffee Beans; also in NB | Search | Generic Coffee | SR8, SR35 |
3. ST3 · Ad groups stay tightly themed · WARN
Finding: 1 ad group(s) hold more than 20 keywords. Threshold: warn above 20 enabled keywords in one ad group. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| NB | Search | Generic Coffee > Coffee - Broad | $800.30 | 24 keywords | KR10, KR12, KR16-KR37 |
- Fix (#37): Split ad group “Coffee - Broad” in “NB | Search | Generic Coffee” (24 keywords) into smaller groups by theme so each ad matches its searches.
Search terms waste: F (50.0)
4. SQ1 · Search term spend goes to searches that convert · WARN
Finding: $878.00 (13.3% of $6,599.85) went to 16 search terms that met a negative keyword rule. Threshold: pass at or under 10% of search term cost, warn to 20%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| NG1 [home espresso machine] | $363.70 | CPA $167.54 in this campaign is over 3 x target CPA $16.00 = $48.00 | NG1, SR26 |
| NG2 "starbucks" | $102.45 | “starbucks” appears in 2 search terms with 0 conversions that cost $102.45 together, and in no converting term or keyword | NG2, SR34, SR39 |
| NG3 "repair" | $69.50 | “repair” appears in 2 search terms with 0 conversions that cost $69.50 together, and in no converting term or keyword | NG3, SR22-SR23 |
| NG4 "free" | $67.35 | “free” appears in 2 search terms with 0 conversions that cost $67.35 together, and in no converting term or keyword | NG4, SR31-SR32 |
| NG6 [espresso machine parts online] | $45.30 | CPA $61.30 in this campaign is over 3 x target CPA $16.00 = $48.00 | NG6, SR25 |
| NG7 [nespresso pods] | $36.40 | 0 conversions for $36.40 across 1 campaign(s), at or over the $25.00 line | NG7, SR47 |
| NG8 [gift card balance] | $34.10 | 0 conversions for $34.10 across 1 campaign(s), at or over the $25.00 line | NG8, SR40 |
| NG9 [used espresso machine] | $33.25 | 0 conversions for $33.25 across 1 campaign(s), at or over the $25.00 line | NG9, SR24 |
| NG10 [coffee bean plant] | $31.40 | 0 conversions for $31.40 across 1 campaign(s), at or over the $25.00 line | NG10, SR14 |
| NG11 [coffee roasters near me] | $28.60 | 0 conversions for $28.60 across 1 campaign(s), at or over the $25.00 line | NG11, SR7 |
3 more in work/audit.json SQ1.
- Fix (#4): Add the 13 negative keywords in output/negatives-2026-10-14.csv (NG1, NG2, NG3, NG4, NG6, NG7, NG8, NG9, NG10, NG11, NG12, NG13, NG15). Impact $878.00 (cost of those search terms in the period (cost above target for the CPA rule)).
5. SQ2 · Converting search terms are keywords · WARN
Finding: 4 search term(s) converted on target without being a keyword. Threshold: warn when a term has 2+ conversions on target and is not a keyword. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| fresh roasted coffee beans | $298.40 | 28.40 conv., ROAS 4.16x | SR10 |
| coffee beans bulk | $181.60 | 15.90 conv., ROAS 4.10x | SR13 |
| decaf coffee beans | $146.20 | 12.60 conv., ROAS 3.75x | SR12 |
| best coffee subscription | $58.10 | 4.00 conv., ROAS 3.32x | SR29 |
Fix (#33): Add [fresh roasted coffee beans] as an exact keyword in “NB | Search | Coffee Beans” > “Beans - Core”.
Fix (#34): Add [coffee beans bulk] as an exact keyword in “NB | Search | Coffee Beans” > “Beans - Core”.
Fix (#35): Add [decaf coffee beans] as an exact keyword in “NB | Search | Coffee Beans” > “Beans - Roast”.
Fix (#36): Add [best coffee subscription] as an exact keyword in “NB | Search | Generic Coffee” > “Coffee - Subscription”.
Keywords and Quality Score: F (16.7)
6. KQ1 · Little spend on low Quality Score keywords · FAIL
Finding: keywords with Quality Score 4 or lower took $2,543.60 (41.3% of $6,166.00). Threshold: pass at or under 10% of keyword cost, warn to 25%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| espresso machine (NB | Search | Espresso Machines) | $1,388.20 | QS 3; past the kill line, see KQ2 | KR7 |
| coffee (NB | Search | Generic Coffee) | $640.10 | QS 4; past the kill line, see KQ2 | KR10 |
| coffee gift card (NB | Search | Gift Cards) | $287.30 | QS 3; past the kill line, see KQ2 | KR13 |
| breville espresso machine (NB | Search | Espresso Machines) | $88.20 | QS 4; past the kill line, see KQ2 | KR8 |
| gift card coffee (NB | Search | Gift Cards) | $73.10 | QS 2; past the kill line, see KQ2 | KR14 |
| coffee near me (NB | Search | Generic Coffee) | $66.70 | QS 3; past the kill line, see KQ2 | KR12 |
- Fix (#31): Every low Quality Score keyword with spend is past the kill line: pause them through the KQ2 fixes first.
7. KQ2 · No keyword is past the kill line · FAIL
Finding: 8 keyword(s) past the kill line spent $2,805.25 (45.5% of keyword cost). Threshold: warn on any keyword past a kill rule; fail above 20% of keyword cost. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| espresso machine (NB | Search | Espresso Machines) | $1,388.20 | ROAS 1.00x is at or under the kill line 1.95x | KR7 |
| coffee (NB | Search | Generic Coffee) | $640.10 | ROAS 1.56x is at or under the kill line 1.95x | KR10 |
| coffee gift card (NB | Search | Gift Cards) | $287.30 | 0 conversions on $287.30; the kill line is $32.00 | KR13 |
| espresso machine parts (NB | Search | Espresso Machines) | $141.30 | ROAS 0.58x is at or under the kill line 1.95x | KR9 |
| light roast coffee beans (NB | Search | Coffee Beans) | $120.35 | ROAS 0.80x is at or under the kill line 1.95x | KR6 |
| breville espresso machine (NB | Search | Espresso Machines) | $88.20 | 0 conversions on $88.20; the kill line is $32.00 | KR8 |
| gift card coffee (NB | Search | Gift Cards) | $73.10 | 0 conversions on $73.10; the kill line is $32.00 | KR14 |
| coffee near me (NB | Search | Generic Coffee) | $66.70 | 0 conversions on $66.70; the kill line is $32.00 | KR12 |
Fix (#3): Pause keyword “espresso machine” (broad) in “NB | Search | Espresso Machines” > “Espresso - Machines”: ROAS 1.00x is at or under the kill line 1.95x. Impact $926.17 (cost above what the target allows).
Fix (#9): Pause keyword “coffee” (broad) in “NB | Search | Generic Coffee” > “Coffee - Broad”: ROAS 1.56x is at or under the kill line 1.95x. Impact $306.33 (cost above what the target allows).
Fix (#10): Pause keyword “coffee gift card” (phrase) in “NB | Search | Gift Cards” > “Gift Cards”: 0 conversions on $287.30; the kill line is $32.00. Impact $287.30 (cost above what the target allows).
Fix (#13): Pause keyword “espresso machine parts” (phrase) in “NB | Search | Espresso Machines” > “Espresso - Parts”: ROAS 0.58x is at or under the kill line 1.95x. Impact $113.93 (cost above what the target allows).
Fix (#14): Pause keyword “light roast coffee beans” (broad) in “NB | Search | Coffee Beans” > “Beans - Roast”: ROAS 0.80x is at or under the kill line 1.95x. Impact $88.22 (cost above what the target allows).
Fix (#15): Pause keyword “breville espresso machine” (exact) in “NB | Search | Espresso Machines” > “Espresso - Brands”: 0 conversions on $88.20; the kill line is $32.00. Impact $88.20 (cost above what the target allows).
Fix (#17): Pause keyword “gift card coffee” (broad) in “NB | Search | Gift Cards” > “Gift Cards”: 0 conversions on $73.10; the kill line is $32.00. Impact $73.10 (cost above what the target allows).
Fix (#18): Pause keyword “coffee near me” (phrase) in “NB | Search | Generic Coffee” > “Coffee - Broad”: 0 conversions on $66.70; the kill line is $32.00. Impact $66.70 (cost above what the target allows).
8. KQ3 · Spend-weighted Quality Score · WARN
Finding: spend-weighted Quality Score 5.9 across 22 keywords with a score. Threshold: pass at 7.0 or higher, warn down to 5.0. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| gift card coffee | $73.10 | QS 2 | KR14 |
| espresso machine | $1,388.20 | QS 3 | KR7 |
| coffee near me | $66.70 | QS 3 | KR12 |
| coffee gift card | $287.30 | QS 3 | KR13 |
| breville espresso machine | $88.20 | QS 4 | KR8 |
| coffee | $640.10 | QS 4 | KR10 |
| espresso machine parts | $141.30 | QS 5 | KR9 |
| dark roast coffee | $2.10 | QS 5 | KR16 |
| colombian coffee | $2.53 | QS 5 | KR19 |
| sumatra coffee | $2.96 | QS 5 | KR22 |
- Fix (#32): Work through the lowest-scoring keywords first: match the ad headline and landing page to the keyword, and move unrelated keywords to their own ad group.
Budget and impression share: F (33.3)
9. BI1 · Profitable campaigns are not held back by budget · WARN
Finding: 1 campaign(s) beat the scale line while losing impressions to budget. Threshold: warn when a campaign clears the scale line and loses 10%+ of impressions to budget. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| NB | Search | Coffee Beans | $2,889.56 | ROAS 4.26x clears the scale line 3.60x (target 3.00x plus 20%) on 281.5 conversions; lost IS (budget) 28.2% | CD2, CD9, CD16, CD23 and 26 more ranges |
- Fix (#11): Raise the daily budget of “NB | Search | Coffee Beans” by up to 20% (about $577.91 more over 30 days); it lost 28.2% of impressions to budget at ROAS 4.26x. Impact $242.72 (estimate: extra cost x (ROAS / target ROAS - 1), assuming the extra spend performs the same).
10. BI2 · Ad rank doesn't cost most of the auctions · FAIL
Finding: 4 campaign(s) lose more than 30% of impressions to ad rank; the worst loses 90.0%. Threshold: pass at or under 30% lost to rank, warn to 50%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| NB | Search | Gift Cards | $733.79 | lost IS (rank) 90.0% (from Google's '> 90%' or '< 10%' bounds) | CD5, CD12, CD19, CD26 and 26 more ranges |
| NB | Search | Espresso Machines | $2,166.76 | lost IS (rank) 60.7% | CD3, CD10, CD17, CD24 and 26 more ranges |
| NB | Search | Generic Coffee | $1,803.53 | lost IS (rank) 50.4% | CD4, CD11, CD18, CD25 and 26 more ranges |
| Shopping | Grinders & Gear | $1,024.87 | lost IS (rank) 30.6% | CD7, CD14, CD21, CD28 and 26 more ranges |
Fix (#21): Campaign “NB | Search | Gift Cards” loses 90.0% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win.
Fix (#22): Campaign “NB | Search | Espresso Machines” loses 60.7% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win.
Fix (#23): Campaign “NB | Search | Generic Coffee” loses 50.4% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win.
Fix (#24): Campaign “Shopping | Grinders & Gear” loses 30.6% of impressions to ad rank: improve Quality Score (KQ1) before raising bids, or narrow it to searches where it can win.
11. BI3 · Spend is pacing to the monthly budget · WARN
Finding: $6,172.79 spent 2026-10-01 to 2026-10-14 against $5,419.35 planned (+13.9%); at this rate the month ends at $13,668.32 against a $12,000.00 budget. Threshold: pass within 10% of plan, warn to 20%. Data: 2026-10-01 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| month to date | $6,172.79 | plan $5,419.35 | CD113-CD210 |
- Fix (#5): Spend is $753.44 over plan for the month so far: lower daily budgets on the campaigns judged weakest in the recommendations, or raise the plan. Impact $753.44 (month-to-date spend minus plan).
Brand vs non-brand: F (50.0)
12. BR1 · Brand campaigns show on searches for your name · WARN
Finding: Brand | Search | Fernhill 77.1% impression share, 15.8% lost to budget, 7.2% to rank. Threshold: pass at 85% impression share or higher (brand.min_impression_share_pct), warn down to 75%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| Brand | Search | Fernhill | $1,201.15 | impression share 77.1% | CD1, CD8, CD15, CD22 and 26 more ranges |
Fix (#2): Raise the budget of brand campaign “Brand | Search | Fernhill”: it showed on 77.1% of searches for your name and lost 15.8% to budget. Impact $2,053.45 (estimate: conv. value x lost IS (budget) / impression share, assuming missed searches convert like served ones).
Fix (#25): Brand campaign “Brand | Search | Fernhill” also lost 7.2% to ad rank: check its bids and ad strength.
13. BR2 · Brand searches stay in the brand campaign · WARN
Finding: 3 brand search term(s) cost $134.65 in non-brand Search or Shopping campaigns (2.8% of their search term cost). Threshold: pass at or under 1% of non-brand search term cost, warn to 5%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| fernhill coffee beans in NB | Search | Coffee Beans | $64.20 | 52 clicks; $36.12 over the brand CPC | SR18 |
| fernhill coffee in NB | Search | Generic Coffee | $48.30 | 40 clicks; $26.70 over the brand CPC | SR36 |
| fern hill coffee subscription in NB | Search | Generic Coffee | $22.15 | 18 clicks; $12.43 over the brand CPC | SR37 |
- Fix (#16): Add the brand phrase negatives NG5, NG14 ("fernhill", "fern hill") to the non-brand campaigns listed. Impact $75.25 (cost minus clicks x the brand campaign's CPC).
14. BR3 · Non-brand campaigns meet the target on their own · WARN
Finding: non-brand ROAS 2.58x on $11,959.31 against the account's ROAS 3.11x on $13,160.46; brand campaigns brought 24.5% of conversion value. Threshold: pass at target (target ROAS 3.00x, target CPA $16.00 (from average_order_value / target_roas), break-even ROAS 2.22x), warn down to the kill line, fail beyond it. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| PMax | All Products | $3,340.80 | ROAS 2.65x on $3,340.80 | CD6, CD13, CD20, CD27 and 26 more ranges |
| NB | Search | Coffee Beans | $2,889.56 | ROAS 4.26x on $2,889.56 | CD2, CD9, CD16, CD23 and 26 more ranges |
| NB | Search | Espresso Machines | $2,166.76 | ROAS 1.34x on $2,166.76 | CD3, CD10, CD17, CD24 and 26 more ranges |
| NB | Search | Generic Coffee | $1,803.53 | ROAS 2.18x on $1,803.53 | CD4, CD11, CD18, CD25 and 26 more ranges |
| Shopping | Grinders & Gear | $1,024.87 | ROAS 2.82x on $1,024.87 | CD7, CD14, CD21, CD28 and 26 more ranges |
| NB | Search | Gift Cards | $733.79 | 0 conversions on $733.79 | CD5, CD12, CD19, CD26 and 26 more ranges |
- Fix (#26): Judge growth on non-brand numbers, not the account total: non-brand cost ran $1,662.62 above what the target allows (cost - conversion value / target ROAS). The kill, keyword and negative keyword fixes close that gap.
Performance Max: F (25.0)
15. PM1 · Performance Max meets the target · WARN
Finding: Performance Max ROAS 2.65x on $3,340.80 across 1 campaign(s). Threshold: pass at target, warn down to the kill line, fail beyond it. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| PMax | All Products | $3,340.80 | ROAS 2.65x on $3,340.80 | CD6, CD13, CD20, CD27 and 26 more ranges |
- Fix (#7): Lower the Performance Max budget, or raise its target ROAS bid setting toward your target; check its search terms (PM2) and its products (FD1, FD2) first. Impact $385.53 (cost - conversion value / target ROAS).
16. PM2 · Performance Max isn't buying your brand searches · FAIL
Finding: brand search terms cost $130.50 in Performance Max (16.5% of its search term cost). Threshold: pass at or under 1% of PMax search term cost, warn to 5%. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| fernhill in PMax | All Products | $72.40 | 95 clicks; $21.10 over the brand CPC | SR41 |
| fernhill coffee in PMax | All Products | $58.10 | 80 clicks; $14.90 over the brand CPC | SR42 |
- Fix (#20): In Performance Max campaign “PMax | All Products”, add a brand exclusion for your brand (campaign settings > Brand exclusions) so the brand campaign serves those searches. Impact $36.00 (cost minus clicks x the brand campaign's CPC).
Shopping feed: F (16.7)
17. FD1 · No disapproved item is still spending · FAIL
Finding: 1 disapproved item(s) spent $46.20. Threshold: fail on any spend. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| FH-GRD-02 Fernhill Hand Grinder | $46.20 | Disapproved; in stock; Mismatched value (page crawl) [price] | FR9 |
- Fix (#19): Item FH-GRD-02 (Fernhill Hand Grinder): fix the issue Merchant Center lists, then request a review. Impact $46.20 (its cost in the products report period).
18. FD2 · No out-of-stock item is still spending · FAIL
Finding: 1 out-of-stock item(s) spent $138.40. Threshold: fail on any spend. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| FH-GRD-01 Fernhill Burr Grinder Pro | $138.40 | Approved; out of stock | FR8 |
- Fix (#12): Item FH-GRD-01 (Fernhill Burr Grinder Pro): restock it, or exclude it from the campaign until it is back. Impact $138.40 (its cost in the products report period).
19. FD3 · Few feed items are disapproved · WARN
Finding: 2 of 20 items disapproved (10.0%). Threshold: pass at or under 2% of items, warn to 10%. Data: current export.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| FH-GRD-02 Fernhill Hand Grinder | $46.20 | Mismatched value (page crawl) [price] | FR9 |
| FH-MUG-03 Fernhill Travel Tumbler | $0.00 | Image too small [image link] | FR15 |
- Fix (#30): Open Merchant Center > Products > Needs attention and fix the 2 disapproved items listed.
Conversion tracking: F (33.3)
20. CT1 · Conversion actions are recording · FAIL
Finding: Secondary action “Contact form” shows status “Unverified”; Primary action “Calls from ads” shows status “No recent conversions”. Threshold: fail on a primary action that is not recording, warn on a secondary one. Data: current export.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| Contact form | - | Secondary action “Contact form” shows status “Unverified” | AR3 |
| Calls from ads | - | Primary action “Calls from ads” shows status “No recent conversions” | AR4 |
Fix (#27): In Google Ads, open Goals > Conversions > Summary and check “Contact form”: confirm it still records (Tag Diagnostics for a website tag, the call settings for a call action), or remove it if it is no longer used.
Fix (#1): In Google Ads, open Goals > Conversions > Summary and check “Calls from ads”: confirm it still records (Tag Diagnostics for a website tag, the call settings for a call action), or remove it if it is no longer used.
21. CT2 · Conversions are still being recorded · WARN
Finding: Shopping | Grinders & Gear: none since 2026-10-05 (9 days, $318.38 spent) after 30.14 conversions earlier. Threshold: warn when a campaign that converted goes 7+ days without one while spending $50.00 or more. Data: 2026-09-15 to 2026-10-14.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| Shopping | Grinders & Gear | $318.38 | last conversion 2026-10-05 | CD154, CD161, CD168, CD175 and 5 more ranges |
- Fix (#8): Campaign “Shopping | Grinders & Gear” stopped converting on 2026-10-05: check its landing pages and the conversion tag before judging it. Impact $318.38 (cost since its last recorded conversion).
22. CT3 · Counting settings match what is counted · WARN
Finding: 2 primary purchase actions (“Website purchase”, “GA4 purchase (import)”): one sale can count twice; Lead action “Contact form” counts every conversion; one person sending the form twice counts as two leads. Threshold: warn on two primary purchase actions, lead actions counting every conversion, or purchases counting one. Data: current export.
| Evidence | Cost | Detail | Rows |
|---|---|---|---|
| Website purchase, GA4 purchase (import) | - | 2 primary purchase actions (“Website purchase”, “GA4 purchase (import)”): one sale can count twice | AR1-AR2 |
| Contact form | - | Lead action “Contact form” counts every conversion; one person sending the form twice counts as two leads | AR3 |
Fix (#28): 2 primary purchase actions (“Website purchase”, “GA4 purchase (import)”): one sale can count twice. In Goals > Conversions, set one of them to Secondary.
Fix (#29): Lead action “Contact form” counts every conversion; one person sending the form twice counts as two leads. In Goals > Conversions, change Count to One.
Every figure comes from work/audit.json, built from the tables in work/ (row ids CD, SR, KR, FR, AR point to the export line). Fix numbers (#) match the ranked table.