Proof you can click.

We've found accounts where most of the "revenue" traced back to a single paused campaign logging more conversions than clicks — structurally impossible for real purchases. Smart bidding optimizing toward free PDF downloads and phone-click events worth $0. When this is broken, every number in the account is built on sand.

It's common to find the majority of search-term spend going to queries that never converted once — whole categories of wrong-intent traffic an account has been quietly buying for months. A themed negative-keyword build is usually the single fastest dollar recovered.

Display and Demand Gen campaigns that spend tens of thousands to produce a few dollars of tracked value. High-spend campaigns running on "maximize clicks" with no conversion goal at all, and duplicate geo campaigns bidding against each other.

Broad-match keywords returning pennies per dollar spent while carrying real budget. Enabled daily budgets quietly allow far more monthly exposure than the owner intended — an unmanaged risk surface most accounts never check.

Often serviceable but unremarkable — no blocking failures, but ad strength and asset coverage left on autopilot while the measurement fires burn underneath them. Rarely the biggest problem, never the one to fix first.

Remarketing campaigns spending steadily with near-zero return, and a CRM that's connected but never feeds a single closed sale back to the ad platform — so the bidding algorithm never learns what a real customer actually looks like.