The problem
“Our cost per lead went up 40%. Why?” Answering that usually means an afternoon of cutting reports by campaign, device, match type and search term. Most audits stop at the biggest number they see and fix the wrong thing.
What it does
- Sets the question first: the date range, the goal, and what you’re comparing against.
- Checks tracking before anything else. A broken tag or a conversion that counts twice can look exactly like a performance drop.
- Ranks problems by dollars, not percentages. A campaign whose cost doubled on $50 of spend isn’t the issue. One that got 10% worse on $20,000 is.
- Works down the account in order: campaign type, campaign, ad group, keyword, search term, then ad. It only looks at device, location or landing page when the data points there.
- Gives you the fixes: a ranked list of causes with the dollar impact of each, an action plan sheet and a negative keyword list ready to upload.
Limits
It only sees what’s in your Google Ads account. If the real cause is outside it, like a website outage, a price change or a competitor’s sale, it will tell you the account looks fine, and you’ll need to add that context yourself.