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 legal campaigns are capturing valuable high-intent traffic but have gaps around conversion tracking, location controls, and negative keyword hygiene. Prioritizing these issues can improve lead quality and reduce the risk of non-compliant or low-intent clicks.
*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 |
|---|---|---|---|---|
TRK-105 | FAIL | Conversion Tracking | Offline Conversion Tracking (OCT) not configured | Action: Enable *Offline Conversion Tracking* to import offline sales data. |
LEG-021 | WARN | Conversion Tracking | Call conversion length is too short (< 60 seconds) | Action: Call conversion length is too short — A 30-second call is rarely a qualified legal lead. Set your *Call length* conversion setting to at least 60 seconds (or 90 seconds) to filter out hang-ups and unqualified inquiries from your conversion data. |
TRK-107 | WARN | Conversion Tracking | Server-side GTM or tracking not detected | Action: Server-side tracking is not implemented — You are relying on client-side (browser) tracking, which is increasingly blocked by browsers and ad-blockers. Implement server-side GTM to improve data accuracy, tracking reliability, and website performance. |
ACC-004 | PASS | Account Setup & Governance | Billing alert notifications are enabled. | Billing notifications are configured, preventing surprise shutdowns. No action needed. |
BID-306 | PASS | Bidding, Budget, & Waste | All portfolio strategies are in use or intentionally retained. | Shared bidding strategies are cleanly maintained. No action needed. |
Family Law – Local – US
Top 3 Issues
- Ad groups contain over 40–50 keywords — Ad Group: Child Custody – Broad Match (FAIL)
- No contingency fee disclosure in ad or landing page — Ad Group: Divorce Lawyer – Phrase (WARN)
- Ads limited by policy categories — Ad Group: Child Custody – Broad Match (FAIL)
Campaign-level Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
AUD-604 | WARN | 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. |
BDG-201 | PASS | Bidding, Budget, & Waste | Search lost IS (budget) is below 20%. | Campaigns are not limited by budget. No action needed. |
GEO-701 | PASS | Audiences & Targeting | Targeting set to 'Presence: People in or regularly in'. | Geo targeting focused on real presence, minimizing waste. |
PMAX-351 | PASS | Bidding, Budget, & Waste | PMax campaign has a brand exclusion list applied. | PMax is correctly set up to avoid brand search cannibalization. No action needed. |
Ad Group-level Findings
| Rule | Severity | Category | Ad Group | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|---|
POL-1102 | FAIL | Google Ads Policy & Compliance | Child Custody – Broad Match | 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. |
STR-301 | FAIL | Structure | Child Custody – Broad Match | 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. |
ADS-507 | WARN | Ads & Creatives | Divorce Lawyer – Phrase | RSAs have <10 headlines or <3 descriptions | Action: Maximize RSA asset variety. Add more headlines (aim for 10-15) and descriptions (aim for 4) to give the algorithm more options to test and improve Ad Strength. |
KW-404 | WARN | Keywords | Child Custody – Broad Match | Quality Score below 6 for key terms | Action: Improve ad relevance and landing page experience. |
LEG-003 | WARN | Google Ads Policy & Compliance | Divorce Lawyer – Phrase | No contingency fee disclosure in ad or landing page | Action: Add 'No Fee Unless We Win' or similar clear contingency disclosure to the ad and landing page. |
LND-605 | WARN | Landing Pages | Child Custody – Broad Match | Conversion rate below 2% | Action: Conversion rate below 2% — Your landing page is not converting. A/B test a new version with a clearer Call-to-Action (CTA), a simpler form, and more visible phone number. |
LEG-010 | PASS | Ads & Creatives | Divorce Lawyer – Phrase | Ad copy clearly states specific practice areas. | Ads clearly state the firm’s legal specialties. No action needed. |
POL-1104 | PASS | Google Ads Policy & Compliance | Divorce Lawyer – Phrase | All Final URLs resolve to valid landing pages. | No broken or unreachable Final URLs. No action needed. |
Injury Law – Search – US
Top 3 Issues
- Performance Max lacks feeds (FAIL)
- Mobile speed score below 60 — Ad Group: Car Accident – Exact (WARN)
- Possible trademark issues — Ad Group: Car Accident – Exact (WARN)
Campaign-level Findings
| Rule | Severity | Category | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|
BDG-202 | FAIL | Bidding, Budget, & Waste | Daily budget below 2× Target CPA or 10× Avg CPC | Action: Budget too low — Increase budget to at least 2× Target CPA or 10× Avg CPC to allow Smart Bidding to stabilize. |
STR-307 | FAIL | Structure | Performance Max lacks feeds | Action: Performance Max lacks feeds — Link your product or business data feeds to your PMax asset groups for dynamic ads. |
TGT-803 | WARN | Audiences & Targeting | No remarketing audiences | Action: No remarketing audiences — You are not retargeting past website visitors. Go to *Audience manager*, create an 'All visitors' list, and add it to your campaigns as 'Observation'. |
LEG-011 | PASS | Keywords | Shared negative list includes 'legal aid', 'pro bono', and similar terms. | Negative keyword lists for legal terms are active. No action needed. |
Ad Group-level Findings
| Rule | Severity | Category | Ad Group | Details | Recommendation + Detailed Steps |
|---|---|---|---|---|---|
ADS-503 | FAIL | Bidding, Budget, & Waste | Car Accident – Exact | CTR below benchmark | Action: CTR below benchmark — Test new ad copy. Write more compelling headlines that include your target keyword and a strong call-to-action (CTA). |
ADS-506 | WARN | Ads & Creatives | Car Accident – Exact | RSA headlines are pinned to position 1 or 2 | Action: Unpin headlines from position 1 or 2. Pinning restricts the machine learning and often lowers Ad Strength and CTR. Only pin to position 3 if legally required (e.g., for a disclaimer). |
LND-601 | WARN | Landing Pages | Car Accident – Exact | Mobile speed score below 60 | Action: Mobile speed score below 60 — Your landing page is too slow, which hurts conversions and Quality Score. Send this report to your web developer to fix using Google's *PageSpeed Insights* tool. |
POL-1103 | WARN | Google Ads Policy & Compliance | Car Accident – Exact | Possible trademark issues | Action: Possible trademark issues — Remove competitor brand names or trademarks from ad copy to avoid disapprovals. |
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.