Every year I take over several existing Google Ads accounts. Budget is being spent, but no leads are coming in. My first three checks take less than 15 minutes in total, and in almost every case, they explain why the account isn't performing.
Check 1: What is tracked as a conversion?
In most cases: either only form submissions, and too few of them, or conversely, everything imaginable at once. Neither provides the algorithm with a usable learning signal. Too little data means no learning and no progress. Too much incorrect data means the system reliably optimizes in the wrong direction.
Check 2: Which search terms trigger the ads?
A quick look at the search term report is often enough: your own company name, unrelated terms, competitor searches. Budget wasted on traffic that will never convert. The search term report is the most honest report in the entire account; it shows where your money is actually being spent, not where you intended to spend it.
Check 3: What does Smart Bidding optimize for?
Often, the focus is on clicks instead of conversions. Or on conversions that aren't genuine leads. The algorithm learns, but not the right things. The bidding strategy must match the conversion setup from Check 1; otherwise, they will work against each other.
The budget is rarely the problem. The management is.
Frequently Asked Questions
Can I do these checks myself without agency experience?
Yes, all three. Conversion actions and bidding strategy are found in the campaign settings, while the search term report is under Insights and Reports. Interpreting them takes some practice, but even a novice can spot the major errors.
What do I do if all three checks show problems?
Fix it in this order: first, adjust conversion tracking, then clean up the search terms with negative keywords, then adjust the bidding strategy. Focus on tracking first because all further optimizations build upon it.
How often should I check the search term report?
For active accounts, at least every one to two weeks; for new campaigns, more frequently at first. It's ongoing quality control, not a one-off check.
My account passes all three checks, but there are still no leads. What's the reason?
The bottleneck is usually behind the ad: on the landing page, in the form, or because the search demand in your market is simply too small for the desired number of leads.
I have discussed the two most frequent problem areas from these checks in more detail in separate articles: too many conversion actions and Smart bidding without learning signals. Or you can let me do the 15 minutes directly in your account: Book an analysis consultation.