Free Google Ads Audit for Ecommerce in Oregon: A Practical PPC Guide

An Oregon ecommerce Google Ads audit should connect a search to a real product, a plausible customer, an accurate price or offer, a working checkout path, and a measurable commercial outcome. A direct-to-consumer brand, B2B supplier, subscription business, marketplace seller, online retailer, specialty food company, apparel store, outdoor brand, software merchant, or made-in-Oregon business may all sell online in Oregon, but they do not share the same catalog, margin, shipping, tax, fulfillment, or retention model.

Oregon campaigns may target shoppers in Portland, Eugene, Salem, Bend, Medford, Beaverton, Hillsboro, rural communities, or customers across the United States. They may also reach researchers, job seekers, wholesalers, existing customers, support users, bargain hunters, and people searching for a local store rather than an online order. The audit should identify the intended buyer, product and variant, inventory status, delivery promise, return path, contribution margin, and customer value that make a click worth buying.

Oregon’s Department of Revenue sales-tax guidance says Oregon does not have a general sales or use/transaction tax, while Oregon businesses selling to customers in other states may face those states’ online-sales collection requirements when applicable. That is a tax review issue, not a reason to make a blanket checkout claim. Business Oregon lists Electronic Commerce zones among its business-incentive resources, but an incentive or zone does not automatically apply to an online retailer or prove a marketing result.

This article is marketing guidance, not tax, consumer-protection, payment, fulfillment, privacy, accessibility, or legal advice. The merchant, payment provider, tax owner, and fulfillment team should approve checkout language, pricing, shipping, returns, data use, and customer commitments before advertising them.

What an Oregon ecommerce Google Ads audit should prove

Start with the product and buying decision rather than the broad phrase “Oregon ecommerce.” A useful audit shows whether the account reaches a person who can buy the product, presents a current and accurate offer, sends the visitor to a functioning path, and measures profitable customer progress rather than clicks, carts, or low-value orders alone.

Define the catalog, customer, and commercial model

Record the product, variant, size, material, use case, price, availability, margin, shipping rule, return condition, minimum order, and customer type. Separate DTC, wholesale, B2B, subscription, marketplace, custom-order, pre-order, digital-download, and local-pickup offers. A shopper seeking one item, a procurement buyer seeking recurring supply, and a customer comparing a subscription need different landing pages and conversion logic.

Name the buying motivations and constraints: gift, replacement, replenishment, seasonal use, professional use, local origin, sustainability, customization, price, delivery date, compatibility, or volume. State what the product is not, including unsupported sizes, regions, materials, use cases, and delivery promises. A broad product keyword can attract a shopper whose expectations the catalog cannot meet.

Separate purchases, support, wholesale, and workforce demand

Create distinct actions for a completed purchase, subscription start, wholesale inquiry, trade account, sample request, store locator, customer support, return, warranty, product registration, job application, and email signup. A support visit or return request should not count as a new customer conversion. A wholesale lead may be valuable but should not be measured like a consumer order.

If the business intentionally promotes Oregon-made products or local pickup, make the claim specific. A headquarters, design studio, fulfillment center, and manufacturing site are not necessarily the same thing. Explain where a product is made, assembled, shipped, or available when origin and local access matter.

State the inventory, shipping, and service footprint

Separate an Oregon business address from ship-to countries, states, zones, delivery times, pickup locations, fulfillment partners, return addresses, and inventory availability. A Portland retailer may ship nationally. A fresh or oversized product may have a smaller delivery area. A digital product may be globally available but have support or payment limitations.

Google’s location-targeting guidance says location matching uses multiple signals and is not guaranteed to be perfectly accurate. A shopper outside Oregon may be the correct customer for an Oregon brand, while a local searcher may be looking for a store, job, support route, or public business resource. Use geography to support shipping and customer-fit evidence, not as a substitute for it.

How to structure Oregon ecommerce campaigns

Campaign structure should follow the product, audience, margin, buying stage, fulfillment path, and customer value. A branded product search, non-brand category search, local pickup query, wholesale inquiry, subscription, support visit, and marketplace sale should not compete for one generic ecommerce budget.

Separate product, brand, category, and audience paths

Organize campaigns around products and collections that have distinct prices, margins, inventory, customers, or purchase decisions. Separate branded demand from non-brand discovery when the evidence supports it. A search for a specific Oregon product may require a product page, while a category search may need comparison, education, and collection-level proof.

Separate DTC, B2B, wholesale, subscription, local pickup, custom order, digital product, and marketplace paths. A wholesale buyer may need minimums, a trade account, a sample, and a quote rather than a consumer checkout. A subscription shopper needs terms, renewal, cancellation, and replenishment expectations. A local searcher may want store hours or pickup, not shipping.

Use product data as a source of truth

Google’s product-data guidance explains that Shopping and Performance Max campaigns use product attributes such as price and availability to match products to searches. Audit titles, descriptions, images, links, IDs, variants, brand, condition, availability, price, shipping, promotions, and category against the actual storefront. A feed that says “in stock” while the page is unavailable can create wasted spend, poor trust, and product disapprovals.

Use product groups or listing groups to separate high-margin, low-margin, seasonal, clearance, new, replenishment, and unavailable products where the account needs different decisions. Google’s product-group guidance describes grouping inventory with product attributes. The attributes should reflect the merchant’s commercial structure rather than arbitrary labels that no one maintains.

Make Oregon geography and local intent honest

Use Portland, Eugene, Salem, Bend, Medford, Beaverton, Hillsboro, and rural regions only when they connect to inventory, pickup, a store, a warehouse, local delivery, a market, or a real customer relationship. Do not create city pages that simply swap a place name into product copy. State whether the product is made, stocked, shipped, or available for pickup in Oregon.

If the brand ships nationally, do not limit campaigns to Oregon shoppers. If shipping is limited by freshness, size, regulation, carrier, season, or product condition, make the boundary clear. A shopper outside Oregon may be a good customer for an Oregon-made product; a local searcher may still be ineligible for a particular item, delivery method, or pickup location.

Separate shopping, support, wholesale, and workforce audiences

Product acquisition, customer support, order tracking, returns, wholesale, trade accounts, supplier contacts, influencer partnerships, job recruitment, and store traffic need separate destinations and conversion definitions. A branded search after purchase may represent support or tracking, not a new sale. A high-value wholesale inquiry should not be buried among low-value email signups.

Keep local-origin and community claims specific. “Made in Oregon,” “Oregon-based,” “ships from Oregon,” “designed in Oregon,” and “available in Portland” describe different things. Do not combine them into a single claim unless the merchant can substantiate all of them.

Match budgets to inventory, margin, and fulfillment capacity

Budget should reflect contribution margin after product cost, payment fees, shipping, packaging, returns, discounts, agency or platform costs, customer support, and fulfillment. A product with high revenue but low contribution can be a poor campaign objective. A lower average order may be valuable if repeat purchase and margin support it.

Record stock levels, replenishment dates, variant availability, handling time, delivery promises, return capacity, customer-service hours, seasonal windows, and fulfillment partners. Update ads and feeds when a product is discontinued, low in stock, delayed, out of season, or limited to local pickup. Optimize for profitable customer value the business can actually fulfill.

How to audit Oregon ecommerce keywords and search terms

The search-term review should show what the shopper wants, which product or category they mean, and where they are in the purchase. “Oregon online store” may come from a customer, tourist, gift shopper, wholesaler, support user, job seeker, or person looking for a physical store. Classify real queries by product, variant, audience, intent, location, urgency, and commercial value.

Group terms by product and purchase intent

Build groups around phrases such as “Oregon-made gifts,” “outdoor clothing Portland,” “wholesale Oregon food,” “subscription coffee Oregon,” “custom products online,” or a specific product and brand. Each group should map to a current product or collection page, price and availability, shipping or pickup rule, customer type, and next action. If the merchant cannot state what the shopper can buy, when it can arrive, and what happens after purchase, the term is not ready for a commercial campaign.

Separate discovery from purchase. “Best hiking gifts Oregon” may support a collection or guide, while “buy Oregon hiking jacket online” signals a more direct purchase. “How to start an online store,” “ecommerce jobs,” “free shipping,” “coupon,” “returns,” “tracking,” “customer service,” and “wholesale” may belong to different destinations or audiences. Do not assume every product-related term has the same margin or conversion value.

Use the Google Ads search terms report to compare entered queries with the keyword or product that matched. Review product, category, brand, location, device, campaign, feed status, conversion, order value, margin where approved, return outcome, and customer type. Record whether the query produced a purchase, high-value lead, subscription, support request, wholesale inquiry, store visit, job application, or no useful action.

Audit product-feed and landing-page alignment

Google’s product-data guidance explains that product-focused campaigns use attributes such as price and availability. Compare the feed with the page and checkout for title, description, image, variant, brand, condition, price, sale price, availability, shipping, return information, and link. A mismatch can lead to disapproval, wasted clicks, or a shopper who feels misled.

Review product titles for the characteristic that makes the item relevant: material, size, color, model, use, pack, or brand. Keep promotional language, claims, and product categories consistent with the storefront. For custom, pre-order, subscription, or marketplace products, make the purchasing condition visible before the click or in the first checkout step.

Compare Oregon demand with real shipping and pickup coverage

An Oregon modifier can refer to product origin, store location, pickup, delivery, brand identity, shopper location, tourism, or a search for a local retailer. Compare search terms and location results with actual inventory, shipping zones, carrier restrictions, local delivery, store hours, pickup windows, and return options. Google’s geographic performance guidance can help find patterns by location, but a click from a city is not proof that the item can be delivered or picked up there.

Do not exclude out-of-state searches if the merchant ships nationally or internationally. Do not include every Oregon city if stock, pickup, delivery, or service is limited. State origin claims carefully: “Made in Oregon,” “ships from Oregon,” and “Oregon-based” are different propositions.

Audit negative keywords and low-value demand

Potential negatives may include “jobs,” “salary,” “school,” “free,” “DIY,” “used,” “repair,” “wholesale,” “coupon,” “returns,” “tracking,” “login,” “customer service,” “store,” or “near me.” But each depends on the merchant. A B2B seller may want wholesale traffic; a local retailer may want store searches; an open-box business may accept used terms; a support path may be valuable but should not optimize purchase campaigns.

Review shared negative lists against current products, customer types, and support paths. Record the query, reason, owner, date, and affected campaign for significant exclusions. Revisit them when the catalog changes, a store opens, a wholesale channel launches, or fulfillment shifts.

Audit Oregon ecommerce claims, checkout, and customer trust

An ad can be technically eligible and still create a poor customer experience if its promise is broader than the product, price, inventory, shipping, or service can support. Review the copy that appears in the ad, feed, product page, cart, checkout, confirmation message, and follow-up email as one connected claim. The shopper should not have to discover a material condition only after payment information has been entered.

Verify product, price, origin, sustainability, and performance claims

List every material claim used in headlines, descriptions, assets, promotions, structured product data, reviews, and landing pages. Check the source, owner, date, affected SKU or variant, and the condition under which the statement is true. Claims about performance, durability, health, safety, environmental benefit, materials, certifications, savings, scarcity, or customer results need evidence that matches the exact product and audience.

Be precise with Oregon-origin language. “Made in Oregon,” “assembled in Oregon,” “designed in Oregon,” “Oregon-based,” “ships from Oregon,” and “available in Portland” are not interchangeable. A brand may be headquartered in Oregon while a product is manufactured elsewhere. An Oregon warehouse may ship an item without establishing that the item was made there. Put the specific claim on the product page and keep the ad consistent with it.

Check price and promotion claims against the checkout state the shopper will actually see. A discount may require a code, minimum order, new-customer status, subscription, qualifying product, membership, location, or expiration date. Show the condition before the click when it materially changes the offer. Do not use “sale,” “free,” “best,” “limited,” or “guaranteed” as automatic copy when the business cannot substantiate the wording for the advertised item.

Review shipping, returns, inventory, subscriptions, promotions, and payment

For each campaign group, record the delivery region, carrier, handling time, shipping fee, free-shipping threshold, exclusions, pickup option, and estimated arrival language. Compare those rules with the product feed and the checkout for Oregon addresses and representative out-of-state destinations. A delivery estimate should account for stock, processing, weekends, holidays, remote addresses, weather, product condition, and carrier handoff when those factors can change the result.

Check whether the advertised product, size, color, bundle, or subscription is actually available. If only one variant is in stock, do not let an image or broad title imply that every variant can ship. For pre-orders, backorders, custom orders, perishables, digital products, and marketplace offers, make the fulfillment condition visible before payment.

Read the returns and cancellation path as a customer would. Confirm the eligible window, condition, shipping responsibility, restocking fee, final-sale rule, subscription cancellation method, refund timing, exchange process, and contact route. Recurring offers should state renewal frequency, price changes, trial conversion, cancellation, and any minimum term in language that can be understood before the order is submitted.

Test promotions and payment options in the same markets and devices where ads run. Verify that coupon codes apply to the intended products, that expired codes are removed, that a free-shipping message does not omit a threshold, and that payment, wallet, installment, gift-card, and tax displays do not produce an unexpected total. If a payment method or promotion is unavailable in a state, device, currency, or customer segment, do not present it as universal.

Handle Oregon and out-of-state sales-tax conditions carefully

Use the Oregon Department of Revenue sales-tax guidance as a starting point for the merchant’s tax owner. Oregon does not have a general sales or use/transaction tax, but a merchant selling to customers in other states may have collection, registration, marketplace, product, or threshold obligations outside Oregon. The checkout and ad should reflect the actual tax configuration for the customer’s address rather than a simplified promise about every order.

Audit whether the platform calculates tax by destination, product, exemption, marketplace responsibility, or a manually maintained rule. Compare a sample of Oregon and non-Oregon checkouts with the merchant’s approved tax process. Record who owns registrations, filing, exemption certificates, marketplace treatment, and changes when the business expands. This article is marketing guidance, not tax advice; the merchant should obtain qualified tax advice before making a tax claim or changing checkout settings.

Check reviews, influencer, community, and customer-proof claims

Review testimonials, star ratings, user photos, creator content, community partnerships, and “customers like you” statements for permission, recency, product match, and context. A review for an old model, one region, a gifted product, or a different service level may not support the current claim. Do not turn an individual result into a typical-result promise without evidence.

If an influencer, affiliate, employee, customer, or community organization has a material connection to the merchant, make the relationship and required disclosure visible where the endorsement appears. Confirm that the business has permission to use names, likenesses, logos, photos, and customer content in ads and landing pages. Remove proof that is withdrawn, misleading, impossible to verify, or no longer representative of the offer.

Review data, privacy, security, and customer-list use

Map every event and audience used by the account: product view, cart, checkout, purchase, refund, subscription, support, wholesale inquiry, customer list, remarketing audience, and offline order. Send the minimum data needed for the advertising purpose. Do not place payment numbers, full order details, support conversations, health information, passwords, or other sensitive fields in URLs, ad parameters, analytics payloads, or audience uploads.

Confirm that consent, notice, opt-out, retention, access, deletion, vendor, and security processes match the merchant’s approved privacy program and the markets served. A customer list should have a documented source, permission or other approved basis, matching process, retention owner, and removal path. Advertising tags should not quietly turn a support or return interaction into a prospecting audience. Coordinate with the privacy and security owner before changing data collection or customer matching.

Landing-page and ecommerce checkout checks

The landing page is part of the ad, not a separate handoff. The audit should follow the same query or product from impression to product page, cart, checkout, confirmation, fulfillment, and post-purchase service. Record the device, browser, location, variant, audience, and campaign context for each test so a team can reproduce a failure instead of treating it as a vague conversion-rate problem.

Match the product page to the ad and feed

Open the destination from the actual ad or product listing. Confirm that the product name, image, variant, price, promotion, availability, shipping region, and primary action match the feed and ad. A collection page may be appropriate for a category search, but it should make the intended products, filters, prices, and next step easy to find. A generic homepage is rarely a sufficient destination for a specific product promise.

Check redirects, canonical behavior, query parameters, consent overlays, regional routing, login requirements, pop-ups, and deep links. Confirm that the selected size, color, pack, subscription interval, or custom option survives the click. If the ad promises an Oregon-made product, local pickup, free shipping, or a particular discount, the landing page should explain the condition without forcing the shopper to search the site.

Test mobile add-to-cart, checkout, payment, promotion, stock, and geography

Run a complete mobile path on a current supported browser: open the ad destination, choose a valid variant, add it to cart, apply an approved promotion, enter a representative Oregon address, select shipping, choose a payment method, and reach the order-review step. Do not place a live order unless the merchant has authorized a test transaction. Repeat enough of the path for an out-of-state address or a restricted product to verify that the checkout handles eligibility honestly.

Record broken buttons, slow or shifting elements, fields that reject valid data, currency or price changes, duplicate items, lost cart state, failed wallet flows, inaccessible controls, and error messages that do not explain the next action. Test out-of-stock and low-stock states, invalid coupons, unavailable shipping zones, subscription cancellation information, pickup selection, and a return to the cart after authentication. The objective is not to optimize one happy path while hiding the paths that create support tickets.

Verify shipping, returns, subscriptions, and fees before payment

Compare the product page, cart, checkout, policy links, and confirmation copy for handling time, delivery estimate, shipping charge, tax display, pickup condition, return eligibility, and any service or platform fee. A “free shipping” label should remain accurate after the shopper selects a destination and variant. A subscription should show the recurring price and cadence before the order is submitted, with a usable route for managing it later.

Check whether a customer can find the order, cancellation, refund, exchange, warranty, and support route without returning to a search engine. Keep policy language linked and current. If a product is final sale, customized, perishable, digital, marketplace-supplied, or pre-order, identify that condition at the point where the shopper decides to buy.

Check trust, accessibility, and security signals

Confirm the page identifies the merchant, product, price, contact path, fulfillment expectations, and policies in plain language. Review reviews and badges for relevance and permission. Remove dead trust marks, expired certificates, unsupported awards, and claims that imply a guarantee. Do not substitute a decorative security badge for an actual secure checkout and a documented security process.

Test keyboard navigation, focus order, labels, contrast, error messaging, zoom, touch target size, alternative text, captions where relevant, and the ability to complete the purchase without relying on one visual cue. Verify that consent dialogs, chat widgets, account prompts, and promotional overlays do not block essential content or the purchase action. Accessibility defects can be both a customer-experience problem and a measurement problem when the user cannot complete a form.

Conversion tracking and Oregon ecommerce pipeline economics

A campaign can report strong conversion numbers while losing money if it counts carts, duplicate transactions, support contacts, or gross revenue without reconciling cost and fulfillment. Define the business outcome first, then connect each event to an owner and a source of truth. Google’s conversion tracking guidance describes conversion measurement as a way to understand valuable customer actions; the merchant still needs to decide which actions represent value for its own model.

Separate primary purchases from secondary actions

Use a completed, de-duplicated purchase as a primary conversion when the goal is ecommerce revenue. Depending on the business, a qualified wholesale inquiry, approved trade account, subscription start, local-pickup order, or sales-assisted order may also be primary, but it needs a clear definition and value. Product views, add-to-cart, checkout start, coupon use, email signup, store-locator use, support contact, return request, and order tracking are usually diagnostic or secondary events unless the business has a documented reason to optimize toward them.

For lead-assisted or B2B ecommerce, pass status changes back to the advertising system only when the CRM and sales owner can identify the original source and consented data path. Do not count every form submission as a qualified opportunity. Define duplicate rules for reloads, payment retries, confirmation-page revisits, subscription renewals, refunds, exchanges, and marketplace orders.

Reconcile orders, refunds, returns, cancellations, and repeat value

Compare Google Ads conversions and revenue with the storefront, payment processor, order system, and finance report for the same date and attribution window. Investigate missing transaction IDs, currency differences, shipping and tax treatment, delayed offline orders, canceled orders, refunds, partial returns, exchanges, chargebacks, and duplicate purchase events. A report that cannot be reconciled should not be used as if its revenue were exact.

Measure the commercial result at a useful level: product, variant, campaign, query category, device, geography, customer type, first order, repeat order, subscription cohort, or wholesale account. Keep the distinction between gross revenue, net revenue, gross margin, contribution margin, and cash timing. An Oregon customer who returns an item or cancels a subscription may have a different value from the initial order record.

Include contribution margin, shipping, fees, and customer value

Calculate the amount available after product cost, payment processing, shipping subsidy, packaging, fulfillment, returns, discounts, marketplace fees, customer service, and other variable costs approved by the business. Use that measure when comparing products or campaigns if revenue alone causes the account to favor low-margin demand. A large order can be unprofitable if the product is heavy, fragile, oversized, highly discounted, or frequently returned.

For replenishment and subscription products, document how repeat purchase, churn, cancellation, support burden, and acquisition cost affect customer value. Use an approved time horizon and assumptions; do not let a speculative lifetime-value estimate justify unlimited bidding. For B2B and wholesale, account value may arrive through a quote, sample, reorder, or negotiated terms rather than one online transaction. Keep the model transparent enough that finance and marketing can challenge it.

Create an inventory, seasonality, and fulfillment feedback loop

Connect the advertising review to inventory and operations. A campaign should know whether demand can be accepted, picked, packed, shipped, supported, and returned at the advertised scale. Monitor stock by variant, replenishment date, handling time, seasonal demand, weather sensitivity, supplier constraint, delivery region, and support capacity. Oregon outdoor, food, gift, apparel, and local-pickup businesses may have different peak periods and fulfillment risks.

When a product is low in stock, delayed, discontinued, or available only through a different route, update the feed, landing page, budget, bids, promotion, and conversion assumptions. Preserve a change record so a later performance review can distinguish advertising quality from an operational outage. Do not reward a campaign for creating orders that the business cannot fulfill on the promised terms.

Common mistakes in Oregon ecommerce Google Ads accounts

The following problems often look like isolated campaign settings but are usually connected to catalog ownership, operations, customer service, or finance:

Sending a product-specific search to a generic homepage or a collection with no clear matching product.
Allowing the feed to advertise an out-of-stock variant, stale price, expired promotion, or incorrect shipping rule.
Treating every Oregon search as local demand when the shopper actually wants shipping, pickup, tourism information, employment, support, or wholesale service.
Using “Made in Oregon,” “Oregon-based,” and “ships from Oregon” as if they made the same origin claim.
Promising free shipping, fast delivery, local pickup, or an easy return without checking the destination, variant, season, or policy condition.
Counting product views, carts, support contacts, order tracking, or coupon use as purchases and then optimizing toward the wrong customer action.
Comparing campaigns by revenue while ignoring product cost, payment fees, shipping subsidy, returns, discounts, marketplace costs, and customer-service burden.
Sending sensitive customer information, payment details, support data, or unapproved customer lists into advertising or analytics systems.
Leaving a shared negative-keyword list in place after adding wholesale, local pickup, subscription, used, custom, or support offerings.
Treating a short promotional spike, one creator endorsement, or one high-value order as proof of repeatable customer economics.
Building city-specific pages with swapped place names instead of showing distinct inventory, pickup, delivery, or service evidence.
Failing to stop or revise campaigns when inventory, fulfillment capacity, product safety, carrier coverage, or customer support cannot meet the advertised promise.

An audit should rank these findings by their effect on the requested outcome. A feed mismatch that prevents a valid product from being shown, a broken checkout that prevents payment, and an event that counts every reload as a purchase are usually more urgent than a cosmetic copy variation. Record the evidence, owner, corrective action, and verification method for each finding.

A practical Oregon ecommerce Google Ads audit checklist

Use this sequence when the team needs a repeatable review that can be handed from marketing to merchandising, ecommerce, operations, finance, tax, privacy, and customer support:

Define the product, variant, customer, buying stage, fulfillment path, and commercial outcome for each campaign group.
Compare feed titles, IDs, images, prices, availability, promotions, shipping, and landing-page links with the live catalog.
Review search terms and product matches for relevance, support traffic, workforce demand, wholesale intent, local intent, and low-value queries.
Check Oregon geography, out-of-state coverage, pickup, delivery, origin language, and any city or regional claim against real operations.
Read the ad, product page, cart, checkout, confirmation, shipping policy, return policy, and subscription terms as one customer journey.
Test mobile and desktop paths for a valid purchase, out-of-stock product, invalid promotion, restricted destination, and representative Oregon and non-Oregon addresses.
Verify that primary and secondary conversions are defined, de-duplicated, consented, and connected to a source of truth.
Reconcile transactions with orders, payment, refunds, returns, cancellations, subscriptions, offline sales, and finance-approved margin data.
Confirm that customer lists, tags, analytics events, privacy notices, retention rules, and security controls use only approved data.
Rank findings, assign owners, implement the smallest safe corrections, and rerun the affected ad, feed, landing-page, checkout, and measurement tests.

Save the evidence with the audit date, account and campaign name, product or query sample, location and device, observed behavior, expected behavior, owner, and status. Screenshots or exported reports can support the record, but they do not replace a reproducible test. Revisit the checklist when the catalog, fulfillment region, pricing, tax configuration, checkout, privacy process, or measurement implementation changes.

What to do after the audit

Turn the findings into a short sequence of approved changes. Correct feed and landing-page mismatches first when they can waste demand or misstate the offer. Repair checkout and payment blockers before increasing traffic. Separate customer types and support routes when they are being mixed. Then validate primary conversion events against real orders and finance-approved economics before changing budgets or bidding.

Keep a before-and-after record for material changes: the product or query group, claim, landing page, feed field, audience, conversion definition, budget, inventory state, owner, and date. Review whether the change improved qualified purchases or valuable customer progress, not merely whether it increased clicks or reported conversions. If a result is uncertain, label the uncertainty and collect the evidence needed to make the next decision.

For a second set of eyes on campaign structure, search intent, landing-page alignment, conversion tracking, or ecommerce economics, use the free Google Ads audit for agencies page to request a review. Share only the account, customer, order, and business information that the merchant has approved for that purpose.