Podcast Summary: The Paid Search Podcast | Episode 473: How to Audit a Failing Google Ads Account

Episode Details:

• Title: How to Audit a Failing Google Ads Account (Episode 473)
• Host: Chris Schaefer, Certified Google Ads Specialist
• Release Date: July 28, 2025
• Podcast Description: "Google Ads expert and Premier Google Partner Chris Schaeffer talk pay per click, Google Ads, online marketing, and how to advertise your business effectively. This podcast helps business owners, digital marketing agency employees, and pay per click freelancers make the most of their Google AdWords budgets. New episodes come out every Monday, and ask your Google Ads questions at www.paidsearchpodcast.com."

Introduction: Setting the Stage for Google Ads Auditing

Chris Schaefer kicks off the episode by addressing listener questions and introducing the episode's primary focus: auditing a failing Google Ads account. He emphasizes the importance of identifying leaks and problems within campaigns to optimize performance effectively.

Notable Quote:

"[00:00] Chris Schaefer: ...find where the leak is, find where the problem is, and hopefully solve it."

Listener Questions: AI Max for Search Campaigns

Chris begins by addressing a question from Rob in Australia regarding AI Max for search campaigns.

• Rob's Inquiry: Pros and cons of AI Max in Google Ads.

Key Points:

• AI Max Functionality: Expands campaign reach by adjusting bids dynamically to drive more traffic.
• Chris's Initial Testing: Observes an increase in clicks and impressions, with a favorable uptick in conversions.
• Caution Advised: Chris advises not to blindly activate new Google Ads features without thorough testing.

Notable Quote:

"[03:30] Chris Schaefer: ...please don't do it just because there's a button that pops up and is flashing and say click me."

Listener Questions: Transitioning to Google Shopping Ads

Next, Chris responds to Nick from Canada, who is considering switching from search ads to Google Shopping Ads for his e-commerce store due to high cost per conversion.

Key Points:

• Affordability: Shopping ads generally have a lower cost per click (CPC) compared to search ads.
• Enhanced Visualization: Shopping ads display product images, prices, and titles, which can lead to higher conversion rates.
• Strategic Recommendation: For e-commerce businesses, starting with shopping campaigns can maximize budget efficiency and increase traffic quality.

Notable Quote:

"[15:45] Chris Schaefer: ...your chances of getting a conversion and getting more traffic for your budget will be greatly enhanced simply by not having overly expensive search campaigns."

Main Topic: Auditing a Failing Google Ads Account

Chris transitions to the core content of the episode—how to audit a struggling Google Ads account. He outlines four primary symptoms of campaign failure and provides diagnostic steps for each.

1. No Sales or Leads: The Traffic Problem

Symptom: High expenditure on Google Ads with clicks but no resulting sales or leads.

Diagnosis:

• Unqualified Traffic: Visitors are not interested or are looking for something else.
• Action Steps:
  • Reevaluate and refine keyword strategies.
  • Restructure campaigns to attract more qualified traffic.

Notable Quote:

"[25:10] Chris Schaefer: ...you're sending people that are unqualified to your Google Ads account and they're to your website ..."

2. Insufficient Sales or Leads: Traffic and Bidding Issues

Symptom: Some conversions are achieved, but not enough to meet goals.

Diagnosis:

• Dual Factors: Both traffic quality and bidding strategies are impacting performance.
• Action Steps:
  • Adjust traffic sources and quality.
  • Optimize bidding strategies incrementally, rather than simultaneously.

Notable Quote:

"[32:50] Chris Schaefer: ...you have to play with both sides of the coin in Google Ads. There's either traffic or there's bidding."

3. Unqualified Conversions: Quality Over Quantity

Symptom: High number of conversions (e.g., form fills, calls) but low actual sales or engagement.

Diagnosis:

• Unqualified Leads: Visitors engage but do not convert into paying customers.
• Action Steps:
  • Refine targeting to attract more qualified leads.
  • Analyze search terms to ensure relevancy and intent.

Notable Quote:

"[40:20] Chris Schaefer: ...they're signing up for a meeting with you, but they never do sign up for a subscription."

4. Discrepancy in Conversion Tracking: Technical Issues

Symptom: High conversion rates reported in Google Ads, but no corresponding activity in CRM or sales data.

Diagnosis:

• Conversion Tracking Errors: Misconfigured tracking leading to inaccurate data.
• Action Steps:
  • Audit and correct conversion tracking setups.
  • Ensure that actual interactions are being accurately recorded.

Notable Quote:

"[52:35] Chris Schaefer: ...this is very important that you fix your conversion tracking. This is a problem that's happening with the conversion tracking."

Auditing Different Google Ads Campaign Types

Chris proceeds to offer a systematic approach to auditing various types of Google Ads campaigns—Search, Display, Shopping, and Performance Max—highlighting specific areas to investigate for each.

Search Campaigns:

• Traffic Source: Ensure traffic is primarily from google.com, not search partners or display networks.
• Device Performance: Assess performance across mobile, desktop, and tablet; adjust bids based on device effectiveness.
• Search Term Relevance: Focus on search terms that indicate both relevance and user intent/action.
• Landing Page Effectiveness: Ensure landing pages clearly communicate who you are and what you offer, immediately addressing user intent.

Notable Quote:

"[1:05:10] Chris Schaefer: ...your page should explain who you are and what you offer... in the headline."

Display Campaigns:

• Ad Placements: Avoid low-value placements like mobile apps which may drain budget without returns.
• Targeting Precision: Avoid overly broad targeting; refine audiences to ensure relevance.
• Ad Scheduling: Align ad display times with when your target audience is most active and receptive.

Notable Quote:

"[1:12:45] Chris Schaefer: ...mobile apps for the display network can be huge spending weights on your display campaigns that provide very little value."

Shopping Campaigns:

• Bidding Strategy: Typically, lower CPCs are achievable; adjust bids to optimize cost-effectiveness.
• Negative Keywords: Implement negative keywords to filter out irrelevant traffic and enhance targeting.
• Conversion Data Utilization: Leverage detailed conversion tracking to inform bidding and targeting adjustments.

Notable Quote:

"[1:20:30] Chris Schaefer: ...shopping traffic is cheaper. Could I get it for cheaper? And that's going to increase your chances of getting conversions."

Performance Max Campaigns:

• Traffic Analysis: Examine the quality and source of traffic through campaign insights and search terms.
• Conversion Signals: Ensure sufficient and accurate conversion data is fed into the campaign for optimal performance.
• Engagement Metrics: Consider tracking additional engagement metrics (e.g., time on site) to guide campaign optimization.

Notable Quote:

"[1:28:50] Chris Schaefer: ...add more signals of conversions, add more conversion methods to your Google Ads."

Tools and Resources

Throughout the episode, Chris promotes Optio.com as a valuable tool for auditing and managing Google Ads accounts. He highlights its capabilities in identifying issues across various campaign elements, such as ad copy, landing pages, quality scores, bidding strategies, and conversion tracking.

Promotional Mention:

"[05:15] Chris Schaefer: ...try this amazing tool for free@opteo.com PSP use that special URL to get that 28 day exclusive free trial."

Conclusion: Empowering Advertisers with Knowledge and Tools

Chris wraps up by reiterating the importance of methodical auditing and continuous testing to identify and resolve issues within Google Ads campaigns. He encourages listeners to reach out for management or coaching services and directs them to his website for booking sessions.

Notable Quote:

"[1:35:10] Chris Schaefer: ...hopefully that helps you to improve your performance in your Google Ads account."

Key Takeaways:

1. Diagnose Campaign Failures: Identify whether issues stem from traffic quality, bidding strategies, or technical tracking problems.
2. Optimize Campaign Types: Tailor auditing strategies based on the specific type of Google Ads campaign—Search, Display, Shopping, or Performance Max.
3. Utilize Tools Wisely: Leverage specialized tools like Optio.com for comprehensive auditing and optimization.
4. Continuous Testing: Always test new features and strategies cautiously to ensure they align with campaign goals and deliver desired results.
5. Clear Communication: Ensure landing pages effectively communicate your value proposition to meet user intent and drive conversions.

For More Information and Resources:

• Website: ChrisSchaefer.com
• Free Tool Trial: opteo.com PSP (Use special URL for a 28-day free trial)
• Ask Questions: www.paidsearchpodcast.com

This summary provides a comprehensive overview of Episode 473, capturing the essential discussions, insights, and actionable advice shared by Chris Schaefer for auditing and improving failing Google Ads accounts.