Google Ads Account Audit for UTAK

Case: Google Ads Account Audit for YUTAK

Scope of work: Google Ads account audit
Client goal: obtain an independent evaluation of current advertising and understand
— whether the account structure is correct
— whether the current specialist is performing effectively
— whether optimization or changes are required

Initial situation

— Google Ads was already launched and actively running
— Advertising was consuming budget with unstable results
— There was no confidence that algorithms were optimized for real business outcomes
— Account structure did not reflect actual customer behavior

Audit objectives

— Review the correctness of the account structure
— Evaluate current campaigns and bidding strategies
— Analyze conversion tracking and analytics setup
— Assess alignment between advertising and the real business model
— Provide clear, actionable recommendations

Key findings

Conversion tracking issues
— Conversions were configured incorrectly
— Google algorithms optimized toward non-target actions
— Campaign behavior was unpredictable
— Budget was spent without stable results

Inefficient campaign settings
— Settings increased spend without improving efficiency
— No traffic prioritization logic
— Campaigns were not adapted to different demand scenarios

Mixed B2C and B2B audiences
— The website attracts users with different behavioral patterns
— This was not reflected in the advertising account
— The same campaign logic was applied to fundamentally different customer types

Google Analytics issues
— Website data was collected incompletely
— Part of user actions was lost
— Analytics did not support confident decision-making

Google Merchant Center risks
— Potential non-compliance with Google policies was identified
— Risk of restrictions or suspensions existed
— Preventive actions were required instead of reactive fixes

Recommendations provided

Optimized account structure
— Campaign separation based on B2C and B2B audiences
— Clear and scalable account architecture
— Structure aligned with business objectives

Conversion system improvements
— Proper setup of key conversions
— Alignment between analytics and advertising goals
— Preparation for stable algorithm learning

Review of all active campaigns
— Individual analysis of each campaign
— Clear recommendations on what to pause, rework, or keep

Google Analytics audit
— Identification of data collection issues
— Recommendations to fix tracking logic
— Improved data reliability

Google Merchant Center recommendations
— Website compliance review
— Risk mitigation for suspensions
— Preparation for long-term stable advertising

Bonus: website conversion rate optimization
— Page analysis from a user behavior perspective
— Recommendations focused on decision-making logic
— Conversion improvements rather than visual redesign

Client outcome

— Clear understanding of the real state of the advertising account
— Separation of effective elements from budget-wasting ones
— Step-by-step improvement plan without assumptions
— Solid foundation for further optimization