Account 619-544-3501 · MCC 269-741-1682 · v3 Audit

Google Ads — Audit Dashboard

Live data as of 1 April 2026 · 7-dimension audit · 17 issues found
4 /10
Account healthCritical action needed
30-Day Spend
£27,442
Target: £20,000/mo
Blended ROAS
1.62x
Target: 3.50x
Blended CPA
£26
Target: £20
Conversions
1,055
30 days (may include double-counts)
3 critical issues are corrupting conversion data account-wide. Until these are fixed, every CPA and ROAS figure is unreliable. Fix conversion tracking before making any other optimisation decisions.
Issue severity breakdown
Critical
3
Fix immediately
High
5
Fix this week
Medium
5
This month
Low
4
Best practices
Revenue at risk

Spend by Campaign (30 days)

ROAS by Campaign

Key findings
!
Conversion double-counting Critical
5 primary purchase actions + duplicate "Google Shopping App Purchase" catch-all. Every CPA/ROAS metric is inflated. Smart Bidding cannot optimise correctly.
!
YouTube follow-on views still enabled Critical
YouTube video views counted as conversions, distorting bid signals. Should be disabled entirely (not just set to secondary).
!
USA Brand tracking broken Critical
£344/mo spend, 88% impression share, but only 5.1 conversions. US checkout tag likely not firing. ROAS: 0.40x.
!
PMax UK creative 24 months stale High
Assets from Jan/Apr 2024. ROAS collapsed from 3.53x to 1.46x as spend scaled 6x with zero refresh. Single biggest fixable issue.
All figures below may be inflated due to conversion double-counting (C1). Treat as directionally correct but not precise until tracking is fixed.
Active campaigns — 30-day performance
CampaignTypeMarketSpendConvROASCPAHealth
PMax DEPMaxDE£11,5393871.36x£29.85Needs refresh
PMax UKPMaxUK£8,2983021.46x£27.51Stale creative
PMax FRPMaxFR£3,912941.22x£41.62Underperforming
PMax USAPMaxUS£1,79541.81.04x£42.94Monitor
SERP UK ADHDSearchUK£83224.60.97x£33.82Broken structure
SERP UK BrandSearchUK£4431079.20x£4.13Strong
SERP USA BrandSearchUS£3445.10.40x£67.40Tracking broken
SERP DE BrandSearchDE£17922.35.81x£8.0154% IS
SERP FR BrandSearchFR£10227.515.50x£3.70Strong
PMax DE RitalinPMaxDE£00--Blocked (£0.01/d)
PMax DE AustriaPMaxDE/AT£00--Blocked (£0.01/d)
Total£27,4421,0551.62x£26.00
Budget allocation (30 days)
Market performance
UK
£9,573
433 conv · 2.39x ROAS
Germany
£11,718
409 conv · 1.39x ROAS
France
£4,014
122 conv · 1.66x ROAS
USA
£2,139
47 conv · 0.91x ROAS
Critical — Fix immediately
C1
Conversion double-counting Critical
5 primary purchase actions + duplicate "Google Shopping App Purchase" catch-all. Change catch-all to Secondary. Verify each market-specific action fires independently. Monitor 7 days post-change.
C2
YouTube follow-on views still enabled Critical
YouTube video views counted as conversions. Disable entirely (not just secondary). Distorts Smart Bidding across all campaigns.
C3
SERP USA Brand — broken tracking Critical
£344/mo, 88% IS, only 5.1 conv. ROAS: 0.40x. US checkout tag likely not firing. Test with Tag Assistant on US VPN. Check attribution window on US Purchase action.
High — Fix this week
H1
PMax UK 24-month stale creative High
2 asset groups from Jan/Apr 2024. ROAS collapsed 3.53x to 1.46x. Full creative refresh: new headlines, descriptions, 15+ images per asset group.
H2
Seasonal/promotional assets still running High
"New Year Sale | code FOCUS10" still active in late March/April. Remove all seasonal asset groups. Replace with evergreen messaging.
H3
SERP UK ADHD structurally broken High
15.3% IS (84.7% lost). £832/mo at 0.97x ROAS. New ad group has keywords but no RSA ads. Add RSAs, add medication-term negatives, verify landing page.
H4
PMax DE Ritalin stuck at £0.01/day High
Historically best campaign (2.43x ROAS lifetime). ENABLED but zero impressions. Likely blocked on product feed. Investigate Merchant Center feed, then increase budget to £200/day.
H5
RecoverUp conversion pollution High
Conversion actions from separate brand (RecoverUp) exist in the Brainzyme account. Remove or disable all RecoverUp-branded conversion actions.
Medium — Optimise this month
M1
CTV/Connected TV waste Medium
CTV placements in PMax likely consuming budget with minimal conversion attribution. Review placement reports, exclude if CPA significantly above average.
M2
SERP DE Brand — 54% impression share Medium
Losing 46% of brand IS in Germany. Run auction insights, increase budget or improve ad relevance/bid if rank-limited.
M3
80+ paused campaigns — account bloat Medium
Navigation difficulty, risk of accidental re-enablement. Archive campaigns paused 90+ days with zero conversions.
M4
No ad schedule adjustments Medium
Bidding equally across all hours. Pull 90-day hourly conversion data. Suppress low-conversion hours (typically 1am-6am).
M5
No device bid adjustments Medium
Mobile vs desktop CPA likely differs significantly. Pull device report, apply adjustments based on CPA variance.
Low — Best practices
L1
Inconsistent naming conventions Low
Mix of "PMax UK", "SERP UK Brand", "DG-COM ADHD". Adopt: [Type]-[Market]-[Theme] format.
L2
No shared negative keyword lists Low
Negatives managed per-campaign. Create shared lists: Brand, Medication, Competitor, Irrelevant terms.
L3
FR Brand ad strength weak Low
Ads flagged "Average" or below. Add more headline/description variations.
L4
No audience signals on Search Low
Missing in-market/remarketing audiences. Add as observation-only, review after 30 days.
Lesson learned: ROAS guardrails were applied before creative refresh in Session 2. User correctly identified this as wrong sequencing — you must improve assets before constraining PMax with ROAS floors. All 3 guardrails were rolled back on 1 April 2026.
Correct execution order
→
1
Fix Tracking
Conversion dedup, YouTube views, USA tag
→
2
Creative Refresh
PMax UK first, then DE/FR assets
→
3
Reactivate Revenue
DE Ritalin feed, ADHD structure
→
4
New Campaigns
UK problem Search, DE/FR Search
5
Guardrails
ROAS floors only after creative proves itself
Why this order matters
Step 1 must be first
Without accurate conversion data, Smart Bidding cannot learn. Every subsequent optimisation depends on reliable tracking.
Step 2 before Step 5
ROAS guardrails on stale creative will suppress delivery. Refresh creative first, let PMax find new winning combinations, then apply floors.
Step 3 before Step 4
Re-enabling proven campaigns (DE Ritalin 2.43x ROAS) delivers faster revenue than building new campaigns from scratch.
What was rolled back
PMax UK — Target ROAS 200% removed → uncapped Max Conv Value
PMax DE — Target ROAS 200% removed → uncapped Max Conv Value
PMax FR — Target ROAS 200% removed → uncapped Max Conv Value
30-day focus: Fix all critical and high-priority issues. These are the foundation — nothing else matters until tracking is accurate and creative is refreshed.
Week 1 — Conversion tracking
C1: Fix conversion double-counting Critical
Change "Google Shopping App Purchase" from Primary to Secondary. Verify each market-specific action. Monitor 7 days.
C2: Disable YouTube follow-on views Critical
Remove entirely as conversion action. Not just secondary — disable.
C3: Investigate USA Brand tracking Critical
Test US checkout tag with Tag Assistant + VPN. Check attribution window. Fix or pause campaign.
H5: Remove RecoverUp conversions High
Disable all RecoverUp-branded conversion actions in this account.
Week 2 — Creative refresh
H1: PMax UK creative refresh High
Generate new headlines (15), long headlines (5), descriptions (5), images (15+). Replace all 24-month-old assets. Use SCENE framework for product-in-scene shots.
H2: Remove seasonal assets High
Remove "New Year Sale" and other outdated promotional messaging. Replace with evergreen copy.
Week 3 — Structural repairs
H3: Fix SERP UK ADHD High
Add RSA ads to new ad group. Add medication-term negatives. Verify landing page alignment. Target: recover 84.7% lost IS.
H4: Investigate PMax DE Ritalin High
Check Merchant Center feed attachment. If feed exists, increase budget to £200/day. If not, configure feed first. Potential: +£2,700/mo revenue.
Week 4 — Verify and stabilise
Review conversion data quality
Compare pre/post conversion volumes. Confirm double-counting eliminated. Verify Smart Bidding has stabilised on new data.
Monitor creative refresh performance
Check PMax UK asset ratings (Best/Good/Low). Allow 14 days learning period. Do NOT add guardrails yet.
60-day focus: Medium-priority optimisations. Only begin after 30-day tracking fixes are verified and creative refresh has exited learning phase.
Optimisations
M1: Review CTV placements Medium
Pull PMax placement reports. Identify Connected TV spend and conversion rate. Exclude if CPA is 2x+ above campaign average.
M2: Fix SERP DE Brand impression share Medium
Currently 54% IS. Run auction insights, identify competitors on brand terms. Increase budget or bid if needed.
M3: Archive paused campaigns Medium
Remove 80+ campaigns paused 90+ days with zero conversions. Clean up account structure.
M4: Add ad schedule adjustments Medium
Pull hourly data. Suppress bids during 1am-6am if conversion rate is significantly below average. Expected: 5-10% CPA improvement.
M5: Add device bid adjustments Medium
Pull device performance. Apply adjustments based on CPA variance. Expected: 5-15% CPA improvement.
Creative expansion
PMax DE creative refresh (German)
Apply same creative refresh process to PMax DE. All copy in German. Use Phase 3 German ad copy from strategy dashboard.
PMax FR creative refresh (French)
Refresh PMax FR with French-language creative. Target "anti-fatigue mentale" angle — completely unowned keyword cluster.
90-day focus: Review all changes, implement best practices, and apply guardrails only after creative performance is established.
Review and adjust
Full performance review
Compare 30-day pre vs post metrics. Validate ROAS and CPA improvements. Identify any campaigns still below target.
Apply ROAS guardrails (if ready)
Only if creative refresh has been live 30+ days and shows stable ROAS above 1.5x. Start with modest floors (150%) and increase gradually.
Best practices
L1: Standardise naming conventions
Adopt [Type]-[Market]-[Theme] format across all campaigns.
L2: Create shared negative keyword lists
Brand, Medication, Competitor, Irrelevant — apply to all relevant campaigns.
L3: Improve FR Brand ad strength
Add more headline/description variations to improve Quality Score.
L4: Add audience signals to Search
In-market health supplements audiences as observation-only. Review after 30 days.
New campaign launches
SERP UK Problem-Aware Search
"Can't concentrate", "brain fog help" keywords → Brain Quiz landing page. Launch PAUSED, review before enabling.
SERP DE Konzentration Search
German focus/concentration keywords. Brainzyme is currently the only bidder on these terms in DE.
SERP FR Anti-Fatigue Mentale Search
French anti-fatigue mentale keywords — completely uncontested cluster.
Interactive projections. Drag the sliders to model different scenarios. All calculations use the PPC math formulas: CPA = Spend / Conversions, ROAS = Revenue / Spend. Projections compound — each fix builds on the previous.
Quick scenarios

C1: Conversion Double-Counting Fix Critical

Current reported: 1,055 conversions at £26 CPA / 1.62x ROAS. If 15-25% are double-counted, true performance is significantly worse than reported. Fixing this won't change revenue — it reveals the real numbers Smart Bidding should optimise against.
Estimated inflation % 20%
True conversions
844
was 1,055 reported
True CPA
£32.51
was £26.00 reported
True ROAS
1.30x
was 1.62x reported

H1: PMax UK Creative Refresh High

Current: £8,298/mo spend, 1.46x ROAS (£12,115 revenue). Assets are 24 months old. Historical peak was 3.53x. Creative refresh typically recovers 30-70% of lost ROAS within 60 days.
Post-refresh ROAS 2.20x
Monthly spend £8,300
Projected revenue
£18,256
+£6,141/mo
Projected CPA
£18.88
current: £27.51
Projected conversions
440
current: 302

H4: PMax DE Ritalin Re-enable High

Historical performance: 2.43x ROAS, £14.84 CPA across £36,625 lifetime spend (2,468 conversions). Currently at £0.01/day — effectively dead. This was the best campaign in the account.
Daily budget £200/d
Expected ROAS 2.20x
Monthly spend
£6,080
new budget allocation
Projected revenue
£13,376
+£13,376/mo
Projected conversions
410
at historical £14.84 CPA

C3: USA Brand Tracking Fix Critical

Current: £344/mo, 5.1 conv, 0.40x ROAS at 88% impression share. UK Brand runs at 9.20x ROAS / £4.13 CPA. If the tag is simply not firing, fixing it should bring performance closer to UK Brand levels.
Post-fix ROAS 5.00x
Current revenue
£138
0.40x ROAS
Projected revenue
£1,720
+£1,582/mo
Projected conversions
52
current: 5.1

Budget Reallocation Model Scenario

Total monthly budget: £20,000. Drag sliders to reallocate across markets. The model calculates projected ROAS and revenue based on each market's current efficiency.
UK allocation £8,500
DE allocation £7,000
FR allocation £3,000
US allocation £500
Total: £19,000 £1,000 for new campaigns
Blended ROAS
2.14x
current: 1.62x
Total projected revenue
£40,660
vs £44,380 current
Revenue per £ spent
£2.14
current: £1.62
Revenue waterfall — cumulative impact of all fixes
90-day ROAS trajectory
Projected summary — all fixes combined

Current State (reported)

Monthly spend£27,442
Monthly revenue£44,380
ROAS1.62x
CPA£26.00
Conversions1,055

Projected State (post all fixes)

Monthly spend£20,000
Monthly revenue£52,816
ROAS2.64x
CPA£16.40
Revenue uplift+£8,436/mo
Break-even ROAS (at ~35% margin)
2.86x
Every £1 above break-even = pure profit. Target 3.50x = £0.64 profit per £1 ad spend.
Assumptions & caveats: Projections assume (1) conversion dedup fix does not change actual revenue, only reported metrics, (2) creative refresh takes 30-60 days to fully impact ROAS, (3) DE Ritalin performance degrades ~10% from historical due to market changes, (4) USA fix is purely a tracking issue. All projections use 30.4 days/month.
Session 2 + 3 changes. 15 total changes recorded. 3 ROAS guardrails applied then rolled back (correct sequencing identified by user).
Changes applied (Session 2 — 1 April 2026)
1. Paused 7 Demand Gen campaigns (£5,968/mo waste at 0.21x ROAS)
2. Paused CTV Awareness campaign (£416/mo, 0 conversions)
3. Paused YouTube Retarget campaign (£180/mo, 0 conversions)
4. Set PMax UK budget to £300/day
5. Set PMax DE budget to £300/day
6. Set PMax FR budget to £150/day
7. Added ADHD medication negative keywords (17 terms)
8. Created new ADHD ad group with problem-aware keywords
9. Set SERP UK ADHD budget to £30/day
10-12. Set Target ROAS 200% on PMax UK/DE/FR Rolled back
Changes rolled back (Session 3 — 1 April 2026)
13. Removed Target ROAS from PMax UK → uncapped Max Conv Value
14. Removed Target ROAS from PMax DE → uncapped Max Conv Value
15. Removed Target ROAS from PMax FR → uncapped Max Conv Value
Reason for rollback: Creative refresh must happen before bid guardrails. ROAS floors on 24-month-old stale creative would suppress delivery and prevent PMax from finding new winning combinations.
Still pending (from Session 2 specs)
Manual: YouTube follow-on views conversion → disable in Google Ads UI
Manual: Fix PMax DE Ritalin feed issue in Merchant Center
Manual: Create 5 new Search campaigns per deployment specs (create_campaign broken via API)
Manual: Add RSA ads to SERP UK ADHD new ad group
Manual: Test USA checkout tag with Tag Assistant
0/17 reviewed