Search and keywords9
- Search terms that spend and never convert
- Keywords with nothing to show for the money
- Expensive keywords Google rates badly
- Ads leaking onto search partners and the Display network
- Campaigns with no blocked searches at all
- Broad match doing most of the spending
- Searches that convert but aren't keywords yet
- Keywords bid too low for the first page
- Keywords with no bid set
Ads and landing pages9
- Ads sending people to broken pages
- Landing pages that take clicks and never convert
- Landing pages Google scores slow on phones
- Ad groups whose search ads are all stopped
- Search ads Google rates Poor
- Ads with too few descriptions to test
- Ads pinned so tightly Google can't test them
- Ads with no display path
- Ads blocked by policy
Tracking and goals8
Where, when and who5
Account and budget8
- An account that has stopped serving
- Google has suspended the account
- Google allowed to change your account on its own
- Campaigns held back by their budget
- Campaigns not spending their budget
- Campaigns spending past their daily budget
- Campaigns Google says are limited
- Campaigns switched on and showing to no one
Performance Max, Demand Gen and Display7
- Performance Max asset groups spending with nothing to show
- Performance Max asset groups Google rates weak
- Demand Gen campaigns spending with nothing to show
- Demand Gen campaigns with no audience signal
- Demand Gen ads running on a single asset
- Demand Gen ad text Google rates Low
- Display placements wasting your budget
Shopping3
Facebook and Instagram14
- Ad sets set to convert that never do
- Ads blocked by policy
- An account that has stopped serving
- Budget leaking outside Facebook and Instagram
- Creative people have stopped responding to
- Ads wearing out their audience
- No Meta pixel on the account
- Meta pixel has gone quiet
- Ad sets chasing clicks instead of customers
- Meta reaching past the audience you set
- Ad sets running a single ad
- Ad sets that never get out of learning
- Meta has disabled the ad account
- Campaigns that aren't delivering
No check by that name.
Admiral can fix it, once you approve
The same sale counted twice
The same result counted by two goals at once, the Google Ads tag on your site and an import from Google Analytics, so every sale or enquiry counts twice.
Google AdsThe fix is yours
How Admiral shows it
On an example clinic, the way the Decisions list draws it, its four parts numbered.
- Bookings are counted by two goals Open in Google AdsDismissWhy
Google Ads tag “Booking” 39 Analytics import “booking” 39 Reported 78 Talk to AdmiralRule · highneeds your judgement
Every booking counts twice.
- The finding
“Bookings are counted by two goals”, as Admiral files it on the example clinic.
- What you do
Keep one of the two as the primary goal. Admiral names it and stops; the change is yours.
- Where the evidence comes from
Read from conversion actions that count the same result, on every sync of a connected account.
- Why it matters
Every booking counts twice. Filed as high: it costs money or results for as long as it stays.
Run this check on your account.
Connect Google Ads and it runs on the history already there. Nothing changes until you approve.
- Search terms that spend and never convert“free consultation”, “skin clinic jobs”$212this month
- Keywords with nothing to show for the money“cheap facial near me”, 31 clicks, no bookings$64this week
- Ads leaking onto search partners and the Display network11% of spend, no bookings$118this month
- One enquiry counted many timesThe booking form counts each booking twice2×bookings overstated
49 named checks on Google Ads and 14 on Meta, each time it reads.