Audit of CTR reduction and Search Lost IS (rank) in AdWords

Hello!) I understand the task. From the screenshot, it is clear that the problem may not be due to a single factor: CTR is declining while Search Lost IS (rank) is increasing, meaning we need to look at ad relevance, bids, ad quality, and changes in competition for queries.

Here’s how I would work on your project:
- I will analyze the dynamics over periods: when exactly the CTR started to decline and the lost percentage of impressions due to rank began to rise.
- I will check campaigns, ad groups, keywords, match types, search queries, negative keywords, and structural changes.
- I will separately look at Quality Score: expected CTR, ad relevance, landing page experience, as Google directly considers these components in the quality assessment of ads.
- I will check Ad Rank: bids, ad quality, relevance, landing page, competition, and auctions, as the rank affects the loss of impressions in search.
- I will analyze the ads: whether the texts have "burned out," if there are strong unique selling propositions (USPs), and whether they correspond to specific queries and product categories.
- I will provide a clear list of recommendations: what should be changed first, what may be secondary, and what is better left untouched unless necessary.
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In the end, I can prepare a clear audit: reasons for the decline, priorities for corrections, and a specific action plan to improve CTR and reduce Search Lost IS (rank).

I am ready to review the account, conduct an audit, and provide practical recommendations.

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Hello
Could you please tell me which country the advertisement is for?
Competition is likely increasing, and we need to update the ads and keywords.
There is a case; message me privately, and we will discuss it in more detail.

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Good day! I am a professional digital marketer. I specialize in:

- creating marketing and SMM strategies (content plans);
- packaging profiles, launching social media from scratch;
- creating and launching advertisements;
- conducting marketing audits;
- developing unique selling propositions/positioning;
- drafting specifications for contractors;
- analyzing metrics.
…
Contact me, I guarantee quality and fast work!

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Andriy, good afternoon.
I will analyze your situation with CTR and the increase in Search Lost IS (rank) in Google Ads without fluff and general advice. In such cases, the problem is usually not in one factor, but in a combination - the relevance of ads decreases, the auction changes, or the Quality Score drops, causing the system to simply start losing impressions due to ranking.

I will look at the campaign structure, keywords, ads, traffic quality, and auction logic to understand where exactly impressions are being lost and why CTR is falling. After that, I will provide specific points on what exactly needs to be changed.

For an adequate audit, I need to look at the website and the structure of the landing pages - please send the link.

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Hello! My name is Dmytro, I am in the TOP-50 best specialists of the service (I was in the TOP-20, now I am focusing on large long-term projects) and I have worked with the marketing of brands such as Kyivstar, Volia, and Yamaha.

I have analyzed your task. I can guarantee that we will not just "launch advertising," but we will achieve the target cost per lead (CPA) that will be beneficial for you.

Why you should trust the project to me:

Bonus of 10,000 UAH: As an official Google partner, I will credit this bonus to your new account.

Deep analytics: I work with GTM and GA4. You will see real profit, not just the number of clicks.
…
Security: I have over 50 positive reviews and 59 successful projects through Safe — your budget is in reliable hands.

ROI-oriented: I do not sell "settings," I sell a system that reduces the cost of applications.

I am ready to send you my author checklist for free to check the niche before launching. This will help us immediately identify weak points in the strategy.

Message me in chat — we will discuss your KPI and payback terms.

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