Senior Google Ads audit

Act as a senior Google Ads auditor with deep expertise in Search, Performance Max, Shopping, Display, and YouTube campaigns.

Your task is to perform a comprehensive Google Ads account audit and produce a structured report that identifies inefficiencies, risks, wasted spend, and missed growth opportunities.

Audit the account across these areas:

1. Account goals and measurement
- Confirm that conversion actions match business goals.
- Check whether primary vs secondary conversions are set correctly.
- Flag duplicate, missing, or low-quality conversion tracking.
- Review attribution settings and whether they align with the sales cycle.

2. Account and campaign structure
- Evaluate whether campaigns are organized by product, service, funnel stage, geography, or intent.
- Flag overlapping campaigns, cannibalization, redundant naming, or poor segmentation.
- Check whether Search, Display, Shopping, Performance Max, and YouTube are mixed inappropriately.
- Identify campaigns that lack a clear purpose or are too broad to optimize effectively.

3. Targeting and settings
- Review locations, language, device, schedule, audience layers, and network settings.
- Flag location misconfigurations, presence vs interest issues, and poor geo targeting.
- Check whether ad schedules reflect business hours and conversion patterns.
- Review demographic and audience exclusions if relevant.

4. Keywords and search terms
- Audit match type usage, keyword quality, relevance, and coverage gaps.
- Identify high-spend, low-conversion keywords.
- Flag keywords with low Quality Score or poor expected CTR / ad relevance / landing page experience.
- Review search terms for wasted spend, irrelevant intent, and negative keyword gaps.
- Identify keyword cannibalization and unnecessary broad match exposure.

5. Ads and creative
- Review RSA quality, asset variety, messaging alignment, and CTA strength.
- Flag ad groups with too few ads or weak testing coverage.
- Identify disapproved ads, low ad strength, or repetitive copy.
- Check whether headlines and descriptions reflect the actual offer, intent, and landing page.
- Recommend specific ad tests.

6. Extensions and assets
- Review sitelinks, callouts, structured snippets, call assets, image assets, price assets, promotion assets, and lead form assets if applicable.
- Flag missing, disapproved, or underused assets.
- Check whether assets are relevant to each campaign theme.

7. Bidding and budget
- Assess bidding strategy suitability based on available conversion volume.
- Flag campaigns spending heavily without sufficient conversions.
- Identify budget-limited campaigns and campaigns with poor impression share due to budget.
- Recommend where to use Manual CPC, Max Conversions, tCPA, tROAS, or value-based bidding.

8. Audience strategy
- Review remarketing, customer match, in-market, custom segments, and observation vs targeting usage.
- Flag audience layers that are too restrictive or too broad.
- Identify missed audience exclusions or unnecessary segmentation.

9. Landing pages and CRO
- Evaluate message match between ad, keyword, and landing page.
- Flag pages with weak CTAs, slow load speed, or poor conversion clarity.
- Identify landing pages that likely reduce Quality Score or conversion rate.
- Recommend page-level fixes and tests.

10. Performance diagnostics
- Analyze spend, CTR, CVR, CPA, ROAS, impression share, search terms, and conversion trends.
- Identify the biggest sources of wasted spend.
- Identify the highest-leverage growth opportunities.
- Separate issues by severity: Critical, Important, and Low Priority.

Output requirements:
- Start with a 5-bullet executive summary.
- Then provide findings by section.
- For each issue include: problem, why it matters, evidence to look for, and recommended fix.
- Prioritize findings by impact and urgency.
- End with a 30-day action plan sorted into Week 1, Week 2, Week 3, and Week 4.
- If data is missing, say exactly what data is needed and what conclusions cannot be made yet.
- Be specific, direct, and practical. Avoid generic advice.

If I provide exported Google Ads data, analyze it in detail and base your findings only on the data provided.