Google Ads and SEO Optimization
Client's AD Spent: AED 2250+
[Last updated: 13/3/2025]

Audit Findings & Action Plan

1. Conversion Tracking & Campaign Objectives

• Conversions were being recorded, but the client was not receiving actual inquiries.
• Conversion tracking setup needed fixing to ensure only relevant actions were counted.
• Campaign objectives required realignment with business goals.

2. Budget Allocation & Bidding Strategy

• The budget was being drained quickly due to high competition and incorrect bid strategies.
• Campaigns were Limited by Budget, reducing impression share and conversions.
• Recommended reviewing high-cost keywords and optimizing budget allocation.
• Suggested keeping Max Conversion open-ended instead of capping CPA.

3. Ad Group & Keyword Structure

• Multiple ad groups were targeting the same landing page, which was inefficient.
• Identified duplicate keywords across ad groups, leading to internal competition.
• Recommended consolidating ad groups and refining match types.
• Found transactional intent missing in keywords; suggested removing non-converting terms like "how to" queries.

4. Ad Copy & Extensions Optimization

• Headlines lacked compelling hooks, urgency, and clear CTAs.
• No social proof in headlines to build trust and credibility.
• Descriptions were too generic and did not contain relevant keywords.
• Ad extensions were underutilized—missing structured snippets and optimized callouts.
• Display Path did not align with ad messaging.

5. Landing Page Optimization

• Slow page speed negatively impacted conversions.
• No strong hook, subtitle, or clear value proposition at the top of the page.
• Lacked social proof (e.g., number of clients served).
• Contact form placement needed improvement.
• Keywords in ads were not aligned with landing page content.

6. Targeting & Audience Strategy

• Suggested keeping targeting open-ended for search campaigns.
• Recommended avoiding over-restrictive audience settings that could limit reach.
• Highlighted inconsistencies in device-based targeting.

7. Competitor Benchmarking & Performance Insights

• The client’s ad was appearing at the top only 58% of the time, and absolute top 10.15%, indicating budget constraints.
• Competitors were bidding aggressively on high-intent keywords, affecting visibility.

Outcome & Recommendations

While I did not implement the changes, my audit provided a clear roadmap to improve ad performance, reduce wasted spend, and drive higher-quality leads. The recommendations focused on:
✅ Fixing conversion tracking and defining the right campaign objectives.
✅ Optimizing keyword strategy to focus on high-intent, transactional searches.
✅ Improving ad copy with strong hooks, CTAs, and social proof.
✅ Enhancing budget allocation and bidding strategies for better ROI.
✅ Refining landing pages to improve user experience and conversion rates.
✅ Adjusting targeting settings to maximize reach without unnecessary restrictions.

Conclusion

This audit helped the client gain clarity on why their Google Ads campaigns were underperforming and provided a step-by-step action plan to optimize their results.