How to Audit a Google Ads Campaign: The Metrics That Actually Matter
A practical Google Ads audit framework: conversions, search terms, ad copy, assets, devices, and location, plus a 7-point checklist and where audits mislead you.
Igor Ivitskiy's Google Ads Blog
Your Google Ads Optimization Score Is Lying to You
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.
Why Negative Keywords Will Not Cut Your Google Ads Waste
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.
The 3x CPC Gap: Why the Same Google Ads Query Costs Wildly Different Amounts
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.
The Campaign Graveyard: Where 75% of Demand Gen Budgets End Up
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.