Ten decisions from the GA4 data. Most of the spend is chasing traffic that never converts; the fixes are already proven inside the same account.
Spend that produces no revenue or key events. Turning it off funds everything else.
Video is the single largest line and shows no return in GA4. Masthead is the clearest cut.
Ad groups spending real money with nothing to show for it (excluding video).
Duplicate campaigns bidding against each other on the same keywords and match types.
Generic one-word keywords match everything and convert on almost nothing.
Move budget out of what loses money and into what already earns it.
Non-brand text is the mirror image of Shopping — heavy spend, almost no revenue.
Mobile takes most of the traffic but converts a fraction of desktop. Rebalance bids.
Shoppers are already searching for stores near them — we're sending them to the wrong page.
A third of brand searches name a town or dealer, yet almost all land on the homepage.
High-intent local searches are dropped onto national pages instead of store pages.
No store, market, or region dimension exists today — so local performance is invisible.
GA4 shows the symptoms; Google Ads shows the levers. Access lets us validate bidding, negatives, audiences, and conversion setup — and move off the rigid phrase + exact structure toward broad / phrase / exact under smart bidding, tied to a revenue or store-visit goal.
Confirm bids, negatives, audiences, and conversion tracking against the GA4 findings.
Deliver a full audit of the account and a prioritized strategy built on the findings.
Cut waste, reallocate to Shopping and local intent, and rebuild match types under smart bidding.
Validate the changes against controls and iterate toward the revenue or store-visit goal.