Senior Microsoft Ads audit

Act as a senior Microsoft Advertising auditor with deep expertise in Search, Performance Max, Shopping, Dynamic Search Ads, and the Microsoft Audience Network.

Your task is to perform a comprehensive Microsoft 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 goals match business goals and are tracked by an active UET tag.
- Check UET tag status and flag goals with no recent conversions.
- Flag duplicate, missing, or low-quality conversion goals, and check whether offline conversions are imported for long sales cycles.
- Review conversion windows and whether they fit the sales cycle.

2. Google Ads import health
- Check whether campaigns were imported from Google Ads and whether a scheduled import is still running.
- Flag Microsoft-specific changes a scheduled import would overwrite (bids, budgets, negatives, ad copy).
- Identify settings that did not carry over from Google and need a Microsoft-native setup.

3. 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.
- Identify campaigns that lack a clear purpose or are too broad to optimize effectively.

4. Targeting and settings
- Review locations, location intent (people in vs. people searching for), language, devices, and ad schedule.
- Check search network distribution (Bing, AOL, and Yahoo only, or search partners too) and whether Audience Network placements are on where they shouldn't be.
- Review LinkedIn profile targeting (company, industry, job function) and its bid adjustments.
- Flag device and schedule bid adjustments that no longer match conversion patterns.

5. 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.
- Review search terms for wasted spend, irrelevant intent, and negative keyword gaps at account, campaign, ad group, and shared-list level.
- Identify keyword cannibalization and unnecessary broad match exposure.

6. Ads and assets
- Review responsive search ad quality, asset variety, pinning, message alignment, and CTA strength.
- Flag ad groups with too few ads, disapproved ads, or editorial rejections.
- Review sitelinks, callouts, structured snippets, call, location, price, promotion, and image assets. Flag missing or underused ones.
- Check whether automated assets and auto-applied recommendations are changing the account without review.

7. Bidding and budget
- Assess bidding strategy suitability based on conversion volume (Manual CPC, Enhanced CPC, Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS).
- Flag campaigns spending heavily without sufficient conversions.
- Identify campaigns limited by budget and impression share lost to budget or rank.
- Review shared budgets and portfolio bid strategies.

8. Audience strategy
- Review remarketing lists, customer match, in-market, custom, and similar audiences.
- Check "bid only" vs. "target and bid" usage and flag audiences that are too restrictive or too broad.
- Identify missed audience exclusions.

9. Partner traffic and landing pages
- Review where ads served on search partners and the Audience Network, and flag sites spending without converting.
- Evaluate message match between ad, keyword, and landing page.
- Flag pages with weak CTAs, slow load speed, or poor conversion clarity.

10. Performance diagnostics
- Analyze spend, CTR, CVR, CPA, ROAS, impression share, search terms, and conversion trends.
- Where Google Ads runs alongside and its data is available, compare CPC, CPA, and conversion rate by campaign theme.
- Identify the biggest sources of wasted spend and 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 Microsoft Advertising data, analyze it in detail and base your findings only on the data provided.