A paid-search audit that surfaces wasted spend, negative-keyword gaps, quality-score and structural issues, paired with a strategy that sets budget allocation, campaign structure, audience targeting and a 90-day launch plan.
The audit
Paid accounts accumulate efficiency leaks over time. The audit covers wasted spend, negative-keyword gaps, quality-score issues, campaign and ad-group structure, match-type discipline and audience targeting gaps, delivered as a prioritised fix list.
The strategy
For a structured paid blueprint: a budget allocation model, campaign structure, audience targeting plan, bidding-strategy recommendation and a 90-day launch plan. Integrated with organic where it helps, paid and AEO reinforcing one entity story rather than running as separate campaigns.
By the numbers
| Metric | Figure | Source |
|---|---|---|
| Average Google Ads click-through rate, all industries (2024) | 6.42% | WordStream |
| Monthly users of Google AI Overviews | 2 billion | |
| Google searches that end without a click (2026) | 68% | SparkToro |
Figures as reported by the cited sources.
The field notes
Frameworks, builds and what is changing in AI search.
Sent occasionally, never noise. The thinking behind the work, and the experiments before they ship.
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