Google Ads Hygiene Audit

Account: Piped Piper
Date: February 18, 2026
Executive Summary: The account is generally clean but shows signs of "drift" where newer campaigns follow different rules than older ones. The biggest hygiene risks are the active experiment campaign that appears forgotten, inconsistent location targeting, and legacy conversion actions.

1. Naming Conventions

Consistent naming ensures easy filtering and reporting. We flagged the following deviations:

Item Name Issue Recommendation
NL - Piped Piper - Photo framing Inconsistent Rename to follow standard NL - [Type] - Search pattern.
02 - Search - Materials... Inconsistent Rename to match standard region-first naming.
Mail klikkken (Conversion) Typo Correct spelling to Mail klikken.

2. Structure Hygiene

Issues related to account structure, empty entities, and testing protocols.

"Zombie" Experiment

The campaign 02 - Search - Materials - max clicks... is an active Experiment running alongside standard campaigns. This often indicates a forgotten test.

Empty / Low-Volume Ad Groups

The following ad groups in the Branded Shopping campaign have 0 impressions (last 30 days):

3. Campaign Settings Mistakes

Critical settings that can lead to wasted spend or poor data quality.

Location Targeting Leak

Campaign Current Setting Risk
NL - Piped Piper - Photo framing Presence or Interest Ads may show to people outside the Netherlands who are merely "interested" in the topic.

Conversion Priority

The account uses a generic pixel conversion SS - Purchase as Primary, while the more robust GA4 - Piped Piper NL (web) purchase is set to Secondary. We recommend switching GA4 to Primary for better cross-device tracking.

4. Action Plan

Prioritized list of tasks to improve account hygiene.

Priority Issue Action
High Location Targeting Change "Photo framing" campaign setting to Presence only.
High Zombie Experiment Audit 02 - Search - Materials.... Apply results or pause if the test is concluded.
Medium Conversion Setup Validate GA4 data and switch to Primary; mark generic pixel as Secondary.
Medium Empty Shopping Groups Check product feed for "Fine art on dibond" and related groups.
Low Naming Cleanup Standardize campaign names and fix the "Mail klikken" typo.