Google Ads Insights

One account scored 99.1% while wasting 18.7% of its budget. Across 31 accounts and $133M, Optimization Score barely tracked real efficiency. What to check instead.

Across 31 accounts and $133M, the size of your negative keyword list had almost no relationship to how much budget you waste. Here is what actually controls it.

On the same query, the weakest advertiser paid $2.95 per click while leaders paid under $1.11. Why CPC differs so much on identical demand, and what changed the economics.

75% of Demand Gen spend sits in paused or removed campaigns, against 8.9% for Search. What that clutter signal means and how to test without the pile-up.