As a Google Ads agency, we’re in a unique position, having had access to many Google Ads accounts over many years. This vantage point gives us great perspective and informs our strategies, techniques and day-to-day management, taking forward shared learning across our portfolio into every new project. Something we often find when auditing new accounts is budget wastage – leaky taps left on in various parts of an account that add up to a lot of wasted cash for clients.
Our team recently carried out an audit for a UK retailer. Despite generating large annual revenues, their advertising performance raised concerns. The surface-level metrics appeared adequate – their return on ad spend (ROAS) was reasonable and therefore profitable. However, results were falling short of what we’d expect from an established brand with significant brand recognition. As we dug deeper, we found multiple problems undermining the success of the account, preventing it from attaining the levels we felt were achievable.
Technical inefficiencies permeated the account structure:
- Conversion tracking wasn’t giving a complete picture
- Account architecture was inconsistent and conflicting
- Product feeds lacked effective categorisation
- Customer lists contained outdated information
- Product titles in shopping advertisements lacked specificity
- New customer acquisition campaigns were outdated
- Product feed quality ratings showed room for improvement
On their own, each of these problems would only have a relatively small impact on overall performance. However, these issues compound at scale. Smaller advertising budgets might mask inefficiencies like these, yet increased spending amplifies their impact. These situations can often be the limiting factor for brands being able to scale with Google Ads. In this example, the client was completely unaware of these challenges, suggesting the previous agency either overlooked their significance or neglected to address them.
Our approach focuses on identifying and resolving these types of issues before scaling advertising spend. If the ad spend is the fuel of the account, these problems are the leaks in the engine that need repairing and fine-tuning for peak performance.
We maintain a systematic process to identify and resolve such problems. This methodical approach helps prevent small issues from developing into significant problems. By implementing comprehensive checks and establishing clear monitoring, we create a foundation for sustainable growth.
The audit we carried out in this example highlights a crucial lesson where unseen inefficiencies are often the root cause for businesses not being able to scale activities on Google Ads and other advertising platforms. Regular, thorough account audits combined with proactive optimisation help maintain top performance and protect profit margins as advertising spend increases. Success stems from identifying potential issues early and implementing process solutions to prevent their recurrence. This approach ensures advertising spend generates maximum return while supporting long-term business growth.
If you’re interested in learning more about our Google Ads approach or any of our other digital marketing services, please contact us!