Sow The Seed Marketing

Are you spending money on Google Ads but feeling like you’re throwing coins into a well? You aren’t alone. Many UK businesses set up their campaigns with the best intentions, only to find that their daily budget vanishes with very little to show for it in return.

The truth is, Google Ads is not a “set it and forget it” platform. To ensure you aren’t overspending on irrelevant clicks, you need to perform a regular Google Ads audit.

At Sow The Seed Marketing, we help businesses across Telford and the UK reclaim their ad spend. Here’s a breakdown of what you should be checking to ensure your campaigns are performing at their peak.

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The 5 Essential Pillars of a Google Ads Audit

1. The Negative Keyword List

This is the single biggest “leak” in most accounts. Are you paying for clicks that have nothing to do with your service? For example, if you offer “Premium Garden Design,” you don’t want to pay for people searching for “free garden design software.”

• Check: Look at your search terms report and move irrelevant queries into your negative keyword list immediately.

2. Conversion Tracking Accuracy

If you don’t know which keyword led to a phone call or a sale, you’re guessing.

• Check: Ensure your conversion actions are “Active” and firing correctly. If you can’t measure it, you can’t manage it.

3. Quality Score Alignment

Google gives every keyword a Quality Score from 1 to 10. A low score means you pay more for a lower position.

• Check: Does your ad copy actually match the keyword? And does the landing page deliver what the ad promised?

4. Ad Extensions (Assets)

Are you taking up enough space? Using Sitelinks, Callouts, and Structured Snippets makes your ad larger and more clickable without costing you an extra penny.

• Check: Ensure you have at least four extensions active on every campaign.

5. Device and Location Bid Adjustments

Are your customers finding you on their mobiles or desktops? Are they based in Telford or clicking from hundreds of miles away?

• Check: Review your “Locations” and “Devices” tabs. If mobile traffic isn’t converting, lower your bids there and put that money where it works.

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Download Your Free Google Ads Audit Checklist

We know that digging into the Google Ads interface can feel like navigating a maze. To make it easier, we’ve created a comprehensive Free Google Ads Audit Checklist.

It’s the exact same framework we use to find “quick wins” for our clients, helping them lower their cost-per-lead and increase their profit margins.

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Still Feeling Overwhelmed?

A poorly managed Google Ads account is an expensive mistake. If you’d rather have the experts handle it, our PPC Management service is designed to take the guesswork out of your advertising. We don’t just “run ads”- we grow businesses.