Piped Piper — Google Ads Account Hygiene Audit

🏷️ 1. Naming Conventions

Checking for consistent naming patterns, separators, capitalization, and language mixing across campaigns and ad groups.

🔴 Completely Deviating Campaign Name The campaign 02 - Search - Materials - Max Clicks with CPC Max at 1 uses a numbered prefix and embeds the bidding strategy in the name. This is completely inconsistent with the standard NL - [Type] - [Channel] - [Topic] pattern used across all other campaigns.

🟡 Double Space Typo The campaign NL - NB - Search - Fine Art has an extra space before "Search". Minor but creates inconsistency for filtering/reporting.

🟡 Inconsistent Brand Campaign Naming Three campaigns reference the brand using different patterns, making it difficult to identify and group them.

Campaign Naming Pattern Analysis

Campaign (Translated)	Detected Pattern	Status
NL - NB - Search - Prints Large Sizes	[Country] - [Type] - [Channel] - [Topic]	✅
NL - NB - Search - Fine Art	[Country] - [Type] - [Channel] - [Topic] (double space)	⚠️
NL - NB - Search - Photo Print - General	[Country] - [Type] - [Channel] - [Topic]	✅
NL - NB - PMax - Shopping - Materials	[Country] - [Type] - [Channel] - [Topic]	✅
NL - NB - PMax - Photo Prints - General	[Country] - [Type] - [Channel] - [Topic]	✅
NL - Piped Piper - Branded Shopping	[Country] - [Brand] - [Channel]	⚠️
NL - Brand Campaign - Piped Piper	[Country] - [Type] - [Brand]	⚠️
NL - Piped Piper - Photo Framing	[Country] - [Brand] - [Topic]	⚠️
02 - Search - Materials - Max Clicks with CPC Max at 1	[Number] - [Channel] - [Topic] - [Strategy]	🔴

⚙️ 2. Campaign Settings

Checking location targeting method, search partner inclusion, display network opt-in, and network type consistency.

Location Targeting Method

🔴 "Presence or Interest" Detected Campaign NL - Piped Piper - Photo Framing uses PRESENCE_OR_INTEREST targeting. This means ads can show to users outside your target locations who have merely shown interest in those areas. Change to Presence only to avoid wasted spend.

Campaign (Translated)	Channel	Positive Geo Target	Status
NL - NB - Search - Prints Large Sizes	SEARCH	PRESENCE	✅
NL - Piped Piper - Branded Shopping	SHOPPING	PRESENCE	✅
NL - Brand Campaign - Piped Piper	SEARCH	PRESENCE	✅
NL - NB - Search - Fine Art	SEARCH	PRESENCE	✅
NL - NB - Search - Photo Print - General	SEARCH	PRESENCE	✅
NL - NB - PMax - Shopping - Materials	PERFORMANCE_MAX	PRESENCE	✅
NL - NB - PMax - Photo Prints - General	PERFORMANCE_MAX	PRESENCE	✅
02 - Search - Materials - Max Clicks...	SEARCH	PRESENCE	✅
NL - Piped Piper - Photo Framing	SEARCH	PRESENCE_OR_INTEREST	🔴

Search Partners & Display Network

Campaign (Translated)	Search Partners	Display Network	Status
NL - Brand Campaign - Piped Piper	ON	OFF	⚠️
NL - NB - Search - Prints Large Sizes	OFF	OFF	✅
NL - NB - Search - Fine Art	OFF	OFF	✅
NL - NB - Search - Photo Print - General	OFF	OFF	✅
02 - Search - Materials...	OFF	OFF	✅
NL - Piped Piper - Photo Framing	OFF	OFF	✅

🏗️ 3. Structure Hygiene

Checking for empty/inactive campaigns, ad groups without ads, and structural redundancy.

🔴 Dormant Campaign — Enabled but Generating Zero Activity 02 - Search - Materials - Max Clicks with CPC Max at 1 has 5 enabled ad groups with active ads, yet recorded 0 impressions, 0 clicks, and €0 cost over the last 30 days. This campaign appears forgotten or superseded by the PMax Materials campaign. Recommend pausing or removing it.

🔴 7 Ad Groups Without Ads (TrueClicks Detection) TrueClicks monitoring has identified 7 enabled ad groups that have no active ads at all. These are wasting account structure and could cause confusion. Add ads or pause these ad groups.

Ad Groups with Only 1 RSA (Search Campaigns)

Google recommends at least 2 RSAs per ad group for effective ad testing.

Campaign (Translated)	Ad Group (Translated)	# Active Ads
NB - Search - Prints Large Sizes	Prints 20x30	1
NB - Search - Prints Large Sizes	Prints 30x30	1
NB - Search - Prints Large Sizes	Prints 30x40	1
NB - Search - Prints Large Sizes	Prints 30x45	1
NB - Search - Prints Large Sizes	Prints 30x60	1
NB - Search - Prints Large Sizes	Prints 40x40	1
NB - Search - Prints Large Sizes	Prints 40x50	1
NB - Search - Prints Large Sizes	Prints 40x60	1
NB - Search - Prints Large Sizes	Prints 50x50	1
NB - Search - Prints Large Sizes	Prints 50x70	1
NB - Search - Prints Large Sizes	Prints 50x75	1
NB - Search - Prints Large Sizes	Prints 60x80	1
NB - Search - Prints Large Sizes	Large Size	1
Piped Piper - Photo Framing	Photo Framing	1
02 - Search - Materials...	Photo on Dibond	1
02 - Search - Materials...	Photo on Plexiglass	1
02 - Search - Materials...	Photo Behind Plexiglass	1
02 - Search - Materials...	Photo on Aluminium	1

🤖 4. Auto-Created Assets & Automation

Reviewing auto-generated text, image extraction, and URL expansion settings across campaigns.

Campaign (Translated)	Text Auto-Creation	Image Extraction	Final URL Expansion	Status
NB - Search - Prints Large Sizes	OPTED OUT	—	OPTED OUT	✅
NB - Search - Fine Art	OPTED OUT	—	OPTED OUT	✅
NB - Search - Photo Print - General	OPTED OUT	—	OPTED OUT	✅
Piped Piper - Photo Framing	OPTED OUT	—	—	✅
NB - PMax - Shopping - Materials	OPTED IN	OPTED IN	—	⚠️
NB - PMax - Photo Prints - General	OPTED IN	OPTED IN	—	⚠️
Brand Campaign - Piped Piper	No data reported	—	—	⚠️
Piped Piper - Branded Shopping	No data reported	—	—	⚠️
02 - Search - Materials...	No data reported	—	—	⚠️

⚠️ Both Performance Max campaigns have auto-generated text & image extraction enabled Google is automatically creating headlines, descriptions, and extracting images from your website. Review the auto-created assets to ensure they align with your brand messaging and quality standards.

🌍 5. Language & Location Targeting

Verifying consistent language and location targeting across all enabled campaigns.

Language Targeting

✅ Consistent Language Targeting All 9 enabled campaigns target Dutch (nl) and English (en). This is consistent and appropriate for a Netherlands-based business.

Location Targeting

Campaign (Translated)	Location Target	Granularity	Status
NB - Search - Prints Large Sizes	Netherlands	Country	✅
Piped Piper - Branded Shopping	Netherlands	Country	✅
NB - Search - Fine Art	Netherlands	Country	✅
NB - Search - Photo Print - General	Netherlands	Country	✅
NB - PMax - Shopping - Materials	Netherlands	Country	✅
NB - PMax - Photo Prints - General	Netherlands	Country	✅
02 - Search - Materials...	Netherlands	Country	✅
Piped Piper - Photo Framing	Netherlands	Country	✅
Brand Campaign - Piped Piper	12 Dutch provinces	Province-level	⚠️

ℹ️ Brand campaign targets all 12 Dutch provinces individually This is functionally identical to country-level targeting but adds complexity. Consider simplifying to a single Netherlands country target.

🏦 6. Account-Level Hygiene

Checking auto-tagging, tracking templates, Merchant Center links, and other account-wide settings.

✅
Auto-Tagging: Enabled — Essential for GA4 integration.
✅
Merchant Center Link: Active (ID: 9482248) — Used by Shopping and Performance Max campaigns.
⚠️
Account-Level Tracking Template: Not set. No campaign-level tracking templates detected either. If using a 3rd-party tracking tool, this should be configured.
✅
Display Network on Search: No Search campaigns have "Display Select" enabled.
✅
Negative Geo Target Type: All campaigns use "Presence" for negative locations — correctly configured.

🔍 7. Additional Findings from TrueClicks Monitoring

Active errors and disapprovals detected by automated monitoring.

Issue	Severity	Count	Details
Ad groups without ads	Error	7	Enabled ad groups with no active ads — wasting structure
Conflicting negative keywords	Error	1	Negative keywords blocking potential traffic
Broken asset URL	Error	1	An ad extension URL returns an error
Disapproved sitelink asset	Disapproval	1	A sitelink asset has been disapproved by Google
Generic search terms in branded campaigns	Essential	1	Non-brand queries leaking into brand campaign

🎯 8. Priority Action Plan

Ranked list of all hygiene issues with recommended actions.

Priority	Issue	Recommended Action
CRITICAL	Location targeting on Photo Framing campaign set to "Presence or Interest"	Change to "Presence" only in campaign settings
CRITICAL	"02 - Search - Materials..." campaign enabled with 0 activity for 30+ days	Pause this campaign or investigate why it's dormant
CRITICAL	7 ad groups without any active ads	Add ads or pause these ad groups
CRITICAL	1 broken asset URL	Fix the broken URL immediately
HIGH	Completely inconsistent naming for "02 -..." campaign	Rename to follow NL - [Type] - [Channel] - [Topic] convention
HIGH	Auto-created text & image assets on both PMax campaigns	Review if intentional; opt out if full brand control is preferred
HIGH	1 disapproved sitelink asset	Fix the disapproved sitelink
HIGH	1 conflicting negative keyword	Resolve the keyword conflict
MEDIUM	Double-space typo in Fine Art campaign name	Rename to remove extra space
MEDIUM	Brand campaign targets 12 provinces instead of country	Simplify to country-level targeting
LOW	18 ad groups have only 1 RSA each	Add a second RSA for A/B testing

🧹 Google Ads Account Hygiene Audit