Open the search terms report
Sort by cost, then read the top 50 terms out loud. You will hear the waste.
- Jobs and careers searches
- Free and DIY searches
- Competitor names you can't win
Add negatives every week
Twenty minutes a week is enough. Add the bad terms as negatives at the account level.
Check the landing page
If the ad promises a price, the page must show the price. Mismatch kills conversion rate.
Most accounts leak 20 to 30% of spend. The fix is boring and it works.




