MOORLI AdDiagnostic
Overall Score
32/100
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
Your home & local services campaigns are well-positioned for emergency and high-intent queries, but budget pacing, search term hygiene, and ad strength can be improved. Resolving the FAIL and WARN findings should lead to more qualified calls and form fills at a lower cost per lead.
*This summary was automatically generated based on your audit findings.*
Account Overview
FAIL: 2
WARN: 1
PASS: 2
Account-wide Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
ACC-003 | FAIL | Account Setup & Governance | Account currency not matching billing region | Action: Account currency not matching billing region — This *cannot be changed*. Be aware that all costs and billing will be in the currency shown in your account, not your local currency. |
HMS-019 | FAIL | Google Ads Policy & Compliance | Local Services Ads not evaluated or linked | Action: Sign up for *Google Local Services Ads (LSA)* — pay-per-lead listings appear above Search Ads and improve lead quality. |
ACC-007 | WARN | Assets & Extensions | No account-level sitelinks configured | Action: No account-level sitelinks configured — Add 4-6 *Sitelinks* at the *Account* level to serve as a fallback for all your ads. Use general pages like 'About Us' or 'Contact'. |
BDG-209 | PASS | Bidding, Budget, & Waste | Brand and non-brand campaigns use separate budgets. | Budgets are properly separated to maintain data integrity. No action needed. |
BDG-210 | PASS | Bidding, Budget, & Waste | An account-level spending limit is active. | Spending limit safely in place. No action needed. |
HVAC – Emergency Repair
Top 3 Issues
- Video Action Campaign (VVC) optimizes for Views (CPV) instead of Conversions (FAIL)
- Display Expansion enabled unintentionally (WARN)
- Missing privacy policy link on LP — Ad Group: AC Repair – 24/7 (FAIL)
Campaign-level Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
VID-001 | FAIL | Video & Display | Video Action Campaign (VVC) optimizes for Views (CPV) instead of Conversions | Action: Video campaign optimizes for Views, not Leads — Your video campaign is set to get cheap views (CPV), not leads. Change the campaign bid strategy to 'Maximize conversions' or 'Target CPA' to optimize for users who will actually fill out a form or call. |
SET-903 | WARN | Bidding, Budget, & Waste | Display Expansion enabled unintentionally | Action: Display Expansion enabled — For Search campaigns, disable 'Include Display Network' to avoid irrelevant impressions. |
TGT-802 | WARN | Audiences & Targeting | Ad schedule not aligned to hours | Action: Ad schedule not aligned to hours — You are running ads 24/7. Go to *Ad schedule* and set ads to run only during business hours to save money and improve lead quality. |
BID-304 | PASS | Bidding, Budget, & Waste | Conversion tracking is active for all Smart Bidding campaigns. | Smart Bidding has valid conversion signals. No action needed. |
Ad Group-level Findings
| Rule | Severity | Category | Ad Group | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|---|
POL-1107 | FAIL | Google Ads Policy & Compliance | AC Repair – 24/7 | Missing privacy policy link on LP | Action: Missing privacy policy link on LP — Add a visible link to your 'Privacy Policy' in the website footer to comply with Google Ads requirements. |
HMS-016 | PASS | Ads & Creatives | AC Repair – 24/7 | Ads include a strong, clear offer or call-to-action. | Ad copy is competitive and highlights a clear offer. No action needed. |
LND-607 | PASS | Landing Pages | AC Repair – 24/7 | Form submissions redirect to a unique 'thank-you' page. | Conversions are tracked accurately via a 'thank-you' page redirect. No action needed. |
STR-305 | PASS | Structure | AC Repair – 24/7 | Ad groups utilize ad-group-level assets. | Ad groups are using specific assets, improving ad relevance. No action needed. |
Plumbing – Local
Top 3 Issues
- Ad groups contain over 40–50 keywords — Ad Group: Water Heater – Install (WARN)
- 'Maximize Clicks' bid strategy is active (FAIL)
- >20% spend outside service area (FAIL)
Campaign-level Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
AUD-604 | FAIL | Audiences & Targeting | No GA4 audiences applied to campaigns | Action: Apply your GA4 audiences (e.g., 'All Visitors', 'Add to Carts') to your Search and PMax campaigns as 'Observation' or 'Signals' to improve targeting. |
BID-307 | FAIL | Bidding, Budget, & Waste | 'Maximize Clicks' bid strategy is active | Action: Change your bid strategy from 'Maximize Clicks' to 'Maximize Conversions' or 'Target CPA'. Max Clicks optimizes for cheap traffic, not leads or sales. |
GEO-702 | FAIL | Audiences & Targeting | >20% spend outside service area | Action: Review *Geographic report* → Exclude non-service locations. |
BDG-207 | WARN | Bidding, Budget, & Waste | Average CPC above industry benchmark | Action: CPC above benchmark — Review high-cost keywords with low ROI and lower bids or pause them. |
Ad Group-level Findings
| Rule | Severity | Category | Ad Group | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|---|
KW-405 | FAIL | Keywords | Water Heater – Install | Irrelevant keywords detected | Action: Review *Search terms* and add irrelevant queries as negatives. |
HMS-004 | WARN | Google Ads Policy & Compliance | Drain Cleaning – Emergency | No warranty mention for work | Action: Add warranty messaging (e.g., '1-Year Warranty') in your ad copy or callout to boost user confidence. |
HMS-010 | WARN | Structure | Drain Cleaning – Emergency | Headline lacks service area (e.g., 'Plumber NYC') | Action: Add service area to headline(s) — Include city or service area to improve local relevance. |
LND-606 | WARN | Landing Pages | Water Heater – Install | 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). |
POL-1103 | WARN | Google Ads Policy & Compliance | Drain Cleaning – Emergency | Possible trademark issues | Action: Possible trademark issues — Remove competitor brand names or trademarks from ad copy to avoid disapprovals. |
STR-301 | WARN | Structure | Water Heater – Install | Ad groups contain over 40–50 keywords | Action: Ad groups contain over 40–50 keywords — Create new, tightly-themed ad groups. Keywords should be highly relevant to the ads in that ad group. |
LND-605 | PASS | Landing Pages | Water Heater – Install | Landing page conversion rate is at or above 2%. | Landing pages are converting at a healthy rate. No action needed. |
VID-002 | PASS | Video & Display | Drain Cleaning – Emergency | All active video ads have a Call-to-Action and Headline. | Your video ads are actionable and allow users to click through. 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.