The client requested an audit of advertising campaigns for the first quarter of 2022.

The client's campaign is based in the United States, Texas. The company provides household services to the public: Electricians, Plumbers, Searchers and Snake Catchers.

For the audit I used the Adalysis service.

I found the following problems (growth points) of advertising campaigns.

Low CTR of adverts, hence the high cost per click.

Ad relevance issues: Some search queries run keywords from different ad groups at the same time.

The problem with keywords.

70% of keywords with phrase match have maximum CPC and minimum conversions.

30% of keywords with exact match have minimum CPC and maximum conversions.

Tag Assistant found 3 errors in the tags Google Analytics.

The company "AMG - Heating" is shown simultaneously on search and in the contextual media network;

In the "AMG - Heating Services" campaign minus the words: hvac, "heating and air" block keywords: hvac contractor, hvac service, [hvac company], hvac near me, hvac service near me, hvac company near me, heating and air near me;

There is no cpc adjustment for mobile devices, although the main traffic is mobile.