@Dash audit the Northgate campaigns and tell me what to pause this week.
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Audit Google Ads spend and pause weak sets
Dash reviews what is spending against what is converting across Google Ads and Meta Ads, recommends what to pause with the numbers behind each call, and waits for an explicit approval in the channel before changing anything in either account.
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Four candidates to pause, but only three of them for the reason you would expect.
- Google, Broad match test · 22 percent of spend, 4 percent of conversions, running 6 weeks
- Google, Competitor terms · 14 percent of spend, 2 conversions, both from the same company
- Meta, Lookalike 5 percent · spend steady, cost per lead up 80 percent since 2 Aug
- Meta, Retargeting all visitors · performing well on paper
The first three are straightforward. The retargeting one is not: its conversions are good, but 71 percent of the audience it is reaching already converted, so it is being paid to reach existing customers and then credited for their repeat visits.
Pausing it will make the account look worse next month while actually being correct. I would rather say that now than have it come up in the report.
Nothing has been changed. Reply pause 1-3, pause all four, or tell me to leave it.
Pause 1-3. Leave retargeting, I want to talk to the client about that one first.
Paused three: the broad match test and competitor terms in Google, the 5 percent lookalike in Meta. Retargeting untouched and still spending.
Logged the reason on each one in the account change history so next month's audit does not simply recommend restarting them.
Teams @Dash audit the Northgate campaigns and tell me what to pause this week.
Four candidates to pause, but only three of them for the reason you would expect.
- Google, Broad match test · 22 percent of spend, 4 percent of conversions, running 6 weeks
- Google, Competitor terms · 14 percent of spend, 2 conversions, both from the same company
- Meta, Lookalike 5 percent · spend steady, cost per lead up 80 percent since 2 Aug
- Meta, Retargeting all visitors · performing well on paper
The first three are straightforward. The retargeting one is not: its conversions are good, but 71 percent of the audience it is reaching already converted, so it is being paid to reach existing customers and then credited for their repeat visits.
Pausing it will make the account look worse next month while actually being correct. I would rather say that now than have it come up in the report.
Nothing has been changed. Reply pause 1-3, pause all four, or tell me to leave it.
Pause 1-3. Leave retargeting, I want to talk to the client about that one first.
Paused three: the broad match test and competitor terms in Google, the 5 percent lookalike in Meta. Retargeting untouched and still spending.
Logged the reason on each one in the account change history so next month's audit does not simply recommend restarting them.