MOORLI AdDiagnostic
Overall Score
52/100
A Quick Note on Resources:
We have made every effort to include accurate and up-to-date links to official Google Ads documentation. In cases where a direct link is no longer available, we have provided equivalent or generic references to official Google resources for context. These links are for informational purposes only and may change without notice.
AI Summary
This general business account shows a healthy foundation with some opportunities to tighten bidding, improve budget utilization, and strengthen creative testing. Addressing the highlighted FAIL and WARN items will help stabilize performance and reduce wasted spend.
*This summary was automatically generated based on your audit findings.*
Account Overview
FAIL: 1
WARN: 2
PASS: 2
Account-wide Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
BDG-210 | FAIL | Bidding, Budget, & Waste | No account-level spending limit set | Action: Set account-level spending limit — Add a global cap to prevent accidental overspending. |
CON-1005 | WARN | Conversion Tracking | No secondary (micro) conversions tracked | Action: Track secondary goals — Add micro-conversions (e.g., downloads, sign-ups) as 'Secondary' to enrich engagement data. |
TRK-108 | WARN | Conversion Tracking | No Conversion Value Rules are being used | Action: No Conversion Value Rules in use — You are treating all leads as equal. Use *Conversion Value Rules* to bid more for high-value leads. For example, add a 1.5x multiplier for users in a high-value ZIP code or from a 'past case-type' audience list. |
ACC-006 | PASS | Account Setup & Governance | User access is up to date. | User access roles have been reviewed recently. No action needed. |
ACC-008 | PASS | Conversion Tracking | GA4 conversion goals are being imported. | GA4 conversion events are correctly imported and available for bidding. No action needed. |
Brand – Core Search
Top 3 Issues
- Actual Cost Per Acquisition (CPA) is >50% higher than Target CPA (WARN)
- No call extension for phone-based business (WARN)
- Ads limited by policy categories — Ad Group: Brand – Exact (WARN)
Campaign-level Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
BID-302 | WARN | Bidding, Budget, & Waste | Actual Cost Per Acquisition (CPA) is >50% higher than Target CPA | Action: Actual CPA is >50% higher than Target CPA — The campaign is not meeting its performance target. Your Target CPA may be too low for the keywords you are targeting, or your conversion tracking may be inaccurate. Review your conversion setup and consider raising your Target CPA. |
EXT-704 | WARN | Assets & Extensions | No call extension for phone-based business | Action: Add a *Call* asset with phone number and enable call reporting. |
AUD-602 | PASS | Audiences & Targeting | Audience segments are distinct or intentionally reused. | Audience structure is clean, avoiding internal competition. No action needed. |
SET-901 | PASS | Audiences & Targeting | Language targeting is restricted to relevant languages. | Language targeting is precise and appropriate. No action needed. |
Ad Group-level Findings
| Rule | Severity | Category | Ad Group | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|---|
POL-1102 | WARN | Google Ads Policy & Compliance | Brand – Exact | Ads limited by policy categories | Action: Ads limited by policy categories — Some ads are serving with limitations (e.g., in sensitive verticals). Review and ensure compliance with Google policies. |
ADS-504 | PASS | Ads & Creatives | Brand – Exact | Ad customizers are in use or not applicable. | Ad customizers are being used to enhance ad relevance. No action needed. |
DISP-003 | PASS | Video & Display | Brand – Exact | Optimized Targeting is guided by relevant audience signals. | Display targeting is correctly configured to find new, relevant customers. No action needed. |
KW-405 | PASS | Keywords | Brand – Exact | Search terms highly relevant. | Search queries align with intent. |
Performance Max – US
Top 3 Issues
- Ad strength rated Poor — Ad Group: Home Page Assets (FAIL)
- PMax campaign has no brand exclusion list (FAIL)
- PMax asset group lacks Audience Signals (WARN)
Campaign-level Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
PMAX-351 | FAIL | Bidding, Budget, & Waste | PMax campaign has no brand exclusion list | Action: Add a negative keyword list with your own brand terms to your PMax campaign to prevent it from cannibalizing your branded Search campaigns. |
DEV-703 | WARN | Audiences & Targeting | Mobile CPA > 2× desktop CPA without bid adjustments | Action: Mobile CPA > 2× desktop CPA — Apply a negative *Bid adjustment* for 'Mobile phones' to control costs. |
PMAX-350 | WARN | Audiences & Targeting | PMax asset group lacks Audience Signals | Action: Add Audience Signals (Remarketing lists, Customer Match, Interests) to your PMax asset groups to guide machine learning and accelerate optimization. |
KW-403 | PASS | Keywords | Negative keywords or lists are in use. | Negative keywords effectively filter bad clicks. |
Ad Group-level Findings
| Rule | Severity | Category | Ad Group | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|---|
ADS-501 | FAIL | Ads & Creatives | Remarketing – Visitors 30d | Only one RSA per ad group | Action: Only one RSA per ad group — Best practice is to have at least two active RSAs per ad group to allow for A/B testing. Create a second ad variant to test new headlines or calls-to-action. |
ADS-502 | FAIL | Ads & Creatives | Home Page Assets | Ad strength rated Poor | Action: Ad strength is 'Poor' — Edit the ad to add more unique headlines and descriptions that closely match your keywords. Unpinning assets can also help Google find better combinations and improve the score. |
LND-606 | FAIL | Landing Pages | Home Page Assets | High form abandonment | Action: High form abandonment — Your lead form is too long or complex. Remove all non-essential fields. Only ask for the minimum (e.g., Name, Email, Phone). |
LND-601 | PASS | Landing Pages | Home Page Assets | Mobile PageSpeed Insights score is 60 or higher. | Landing page mobile speed is adequate. No action needed. |
LND-605 | PASS | Landing Pages | Home Page Assets | Landing page conversion rate is at or above 2%. | Landing pages are converting at a healthy rate. No action needed. |
LND-607 | PASS | Landing Pages | Remarketing – Visitors 30d | Form submissions redirect to a unique 'thank-you' page. | Conversions are tracked accurately via a 'thank-you' page redirect. No action needed. |
POL-1107 | PASS | Google Ads Policy & Compliance | Remarketing – Visitors 30d | Landing page includes a visible link to a 'Privacy Policy'. | Privacy Policy link is visible and compliant. No action needed. |
STR-301 | PASS | Structure | Remarketing – Visitors 30d | Ad groups are well-structured with ≤40 keywords. | Ad groups are tightly themed and relevant. No action needed. |
Disclaimer
MOORLI AdDiagnostic is an automated analytics and diagnostic service that reviews advertising account configuration and performance data. The insights, grades, and recommendations in this report are generated by software algorithms and are provided solely for informational and educational purposes. MOORLI AdDiagnostic, its creators, and affiliates are not registered investment advisers, accountants, or legal professionals and do not provide financial, tax, legal, or regulatory advice of any kind. The information presented here does not guarantee improved results, compliance, or profitability, and should not be relied upon as the sole basis for any business or advertising decisions. All actions taken based on this report are done at the user’s discretion and risk. Data accuracy depends on the completeness and timeliness of information received from connected third-party platforms (including but not limited to Google Ads). MOORLI AdDiagnostic makes no representations or warranties regarding the accuracy, reliability, or completeness of any data or recommendation generated. Reports are provided “AS IS” without warranty of any kind—express or implied—including but not limited to warranties of merchantability, fitness for a particular purpose, or non-infringement. MOORLI AdDiagnostic and its affiliates shall not be liable for any direct, indirect, incidental, consequential, or special damages arising from the use of this report or reliance on its contents. By using this product, you acknowledge and agree that you are solely responsible for validating all recommendations before implementation and for complying with applicable advertising, privacy, and regulatory requirements. Use of MOORLI AdDiagnostic constitutes acceptance of this disclaimer and the accompanying Terms of Service and Privacy Policy.
MOORLI AdDiagnostic is an automated analytics and diagnostic service that reviews advertising account configuration and performance data. The insights, grades, and recommendations in this report are generated by software algorithms and are provided solely for informational and educational purposes. MOORLI AdDiagnostic, its creators, and affiliates are not registered investment advisers, accountants, or legal professionals and do not provide financial, tax, legal, or regulatory advice of any kind. The information presented here does not guarantee improved results, compliance, or profitability, and should not be relied upon as the sole basis for any business or advertising decisions. All actions taken based on this report are done at the user’s discretion and risk. Data accuracy depends on the completeness and timeliness of information received from connected third-party platforms (including but not limited to Google Ads). MOORLI AdDiagnostic makes no representations or warranties regarding the accuracy, reliability, or completeness of any data or recommendation generated. Reports are provided “AS IS” without warranty of any kind—express or implied—including but not limited to warranties of merchantability, fitness for a particular purpose, or non-infringement. MOORLI AdDiagnostic and its affiliates shall not be liable for any direct, indirect, incidental, consequential, or special damages arising from the use of this report or reliance on its contents. By using this product, you acknowledge and agree that you are solely responsible for validating all recommendations before implementation and for complying with applicable advertising, privacy, and regulatory requirements. Use of MOORLI AdDiagnostic constitutes acceptance of this disclaimer and the accompanying Terms of Service and Privacy Policy.