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27:["$","h2","6",{"id":"account-structure-and-search-terms","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Account structure and search terms"}]
28:["$","p","7",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Good structure makes each line of spend answer a business question. Campaigns that mix intents, margins, or goals hide the decisions you need to make."}]]}]
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2a:["$","$L26","9",{"storageKey":"axidys-paid-search-account-audit-checklist-9","items":[{"label":"Separate brand from non-brand","detail":"Brand searches come from people who already know you, so they can make weak non-brand campaigns look fine. Give brand its own campaigns and targets, and add brand names as negatives in non-brand campaigns."},{"label":"Group campaigns by intent and economics","detail":"SaaS: split category, problem, competitor, and brand terms. E-commerce: split by product line, margin tier, or price band where targets differ."},{"label":"Match location settings to where you sell","detail":"Options that include people interested in a place, not only people in it, can spend outside your market."},{"label":"Consolidate campaigns too thin to learn","detail":"Automated bidding needs enough conversions to work with. Many small campaigns can starve each other of data without adding real control."},{"label":"Check scheduled imports into Microsoft Ads","detail":"If campaigns are copied from Google Ads on a schedule, confirm the import doesn't overwrite bids, budgets, or negatives set directly in Microsoft Ads."}]}]
2b:["$","h3","10",{"className":"mt-10 text-[1.25rem] font-medium leading-snug tracking-[-0.015em]","children":"Search terms, match types, and negatives"}]
2c:["$","p","11",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Keywords are instructions. Search terms are what you actually paid for. Review the search terms report across a full buying cycle, and remember that some low-volume terms are hidden for privacy."}]]}]
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33:["$","$L26","18",{"storageKey":"axidys-paid-search-account-audit-checklist-18","items":[{"label":"Find profitable campaigns limited by budget","detail":"Check impression share lost to budget next to share lost to rank. Budget losses on campaigns beating their target deserve attention first."},{"label":"Allocate by marginal return, not overall return","detail":"A campaign's overall ROAS or CPA can look fine while its last dollars earn far less. Compare results at different spend levels before adding budget."},{"label":"Check that budgets and targets agree","detail":"Strategies without a target try to spend the full budget. Strategies with a target can underspend. Set each pair on purpose."},{"label":"Review shared budgets","detail":"Shared budgets let one campaign take spend from another. Confirm brand campaigns aren't absorbing budget meant for new demand."}]}]
34:["$","figure","19",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"Marginal ROAS"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"Marginal ROAS = Change in attributed revenue ÷ Change in ad spend"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"Compare periods with different spend levels and similar conditions. Seasonality and promotions distort the comparison."}]]}]]}]
35:["$","figure","20",{"className":"mt-8 rounded-lg bg-ink p-6 text-paper sm:p-7","children":[["$","div",null,{"className":"flex flex-wrap items-center justify-between gap-3","children":[["$","figcaption",null,{"className":"font-medium","children":"Hypothetical campaign: overall ROAS vs marginal ROAS"}],["$","span",null,{"className":"rounded-sm border border-night-line px-2 py-1 font-mono text-data uppercase tracking-[0.1em] text-night-muted","children":"Hypothetical numbers"}]]}],["$","ul",null,{"className":"mt-4 space-y-1.5 font-mono text-[0.875rem] leading-relaxed text-paper/90","children":[["$","li","Month A: $20,000 spend and $60,000 attributed revenue, so ROAS is 3.0",{"children":"Month A: $20,000 spend and $60,000 attributed revenue, so ROAS is 3.0"}],["$","li","Month B: $30,000 spend and $75,000 attributed revenue, so ROAS is 2.5",{"children":"Month B: $30,000 spend and $75,000 attributed revenue, so ROAS is 2.5"}],["$","li","Marginal ROAS on the extra spend: $15,000 ÷ $10,000 = 1.5",{"children":"Marginal ROAS on the extra spend: $15,000 ÷ $10,000 = 1.5"}],["$","li","Break-even ROAS is 2.0, so the extra $15,000 of revenue left $7,500 of contribution for $10,000 of spend",{"children":"Break-even ROAS is 2.0, so the extra $15,000 of revenue left $7,500 of contribution for $10,000 of spend"}]]}],["$","p",null,{"className":"mt-4 border-t border-night-line pt-3 text-sm text-night-muted","children":"Invented figures. Overall ROAS cleared break-even while the added budget lost money, even taking attributed revenue at face value."}]]}]
36:["$","h2","21",{"id":"shopping-and-performance-max","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Shopping and Performance Max"}]
37:["$","p","22",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Shopping and Performance Max rely on your product feed and conversion signals more than on keywords. These checks apply mainly to e-commerce. SaaS teams using Performance Max for leads should confirm it bids on qualified outcomes, not raw form fills."}]]}]
38:["$","$L26","23",{"storageKey":"axidys-paid-search-account-audit-checklist-23","items":[{"label":"Audit feed quality","detail":"Check titles, product types, identifiers, images, prices, and availability. Titles should use the words shoppers search, and disapproved products should be fixed."},{"label":"Split product groups by margin and role","detail":"Use custom labels for margin tier, price band, or best sellers, so bids and budgets can reflect product economics."},{"label":"Set brand exclusions on purpose","detail":"Without them, Performance Max can serve on brand searches and take credit for demand your brand campaigns already capture."},{"label":"Check new-customer settings against store data","detail":"If you use the new-customer acquisition setting, keep customer lists current and compare its new-customer counts with Shopify data."},{"label":"Review search term, placement, and channel reporting","detail":"Look for brand terms, poor placements, and spend drifting toward channels that don't convert."},{"label":"Give each product one owning campaign","detail":"When Shopping and Performance Max campaigns cover the same products, results get hard to read and budgets compete."},{"label":"Control final URL expansion","detail":"Automated URL choice can send paid traffic to blog, careers, or support pages. Exclude pages that shouldn't receive it."}]}]
39:["$","h2","24",{"id":"ads-assets-and-landing-pages","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Ads, assets, and landing pages"}]
3a:["$","p","25",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"The query, the ad, and the page should make the same promise. When they don't, you pay for clicks that leave. Check the highest-spending campaigns first, then use our "}],["$","$L2","1",{"href":"/resources/landing-page-experiment-checklist","className":"link-underline font-medium","children":"landing page experiment checklist"}],["$","$1","2",{"children":" to test fixes."}]]}]
3b:["$","$L26","26",{"storageKey":"axidys-paid-search-account-audit-checklist-26","items":[{"label":"Check message match from query to page","detail":"The first screen should confirm what the searcher asked for: the product, the use case, or the offer in the ad."},{"label":"Review responsive search ad assets","detail":"Look for distinct headlines and descriptions worth testing. Pin only what must appear, since pinning limits combinations. Treat ad strength as a guide, not a result."},{"label":"Keep assets complete and current","detail":"Sitelinks, callouts, structured snippets, images, and price or promotion assets should reflect current offers, not expired ones."},{"label":"Send each intent to the right page","detail":"SaaS: send high-intent terms to demo or trial pages, not the homepage. E-commerce: send product searches to product pages, not broad collections."},{"label":"Check speed, mobile layout, and forms","detail":"Slow pages and long forms lose paid visitors. For SaaS, weigh extra qualifying fields against lead volume, and track both."}]}]
3c:["$","h2","27",{"id":"reporting-against-business-outcomes","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Reporting against business outcomes"}]
3d:["$","p","28",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Platform metrics explain results. They shouldn't define success. Check that reporting leads with the numbers the business runs on, with platform data underneath as diagnosis. Our "}],["$","$L2","1",{"href":"/paid-media","className":"link-underline font-medium","children":"paid media"}],["$","$1","2",{"children":" approach follows the same order."}]]}]
3e:["$","div","29",{"className":"mt-8 overflow-x-auto rounded-lg border border-line bg-surface","children":["$","table",null,{"className":"w-full min-w-[34rem] border-collapse text-left text-[0.9375rem]","children":[["$","caption",null,{"className":"border-b border-line px-5 py-3 text-left text-label uppercase text-muted","children":"What paid search reporting should lead with"}],["$","thead",null,{"children":["$","tr",null,{"className":"border-b border-ink/60","children":[["$","th","Check",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Check"}],["$","th","SaaS",{"scope":"col","className":"px-5 py-3 font-semibold","children":"SaaS"}],["$","th","E-commerce",{"scope":"col","className":"px-5 py-3 font-semibold","children":"E-commerce"}]]}]}],["$","tbody",null,{"children":[["$","tr","0",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Primary outcome"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Qualified pipeline and closed-won revenue"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Net revenue and contribution margin"}]]}]]}],["$","tr","1",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Efficiency metric"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"CAC and payback period"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"MER and new-customer CAC"}]]}]]}],["$","tr","2",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Source of truth"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"CRM stages in HubSpot or Salesforce, or Stripe for self-serve revenue"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Shopify orders, net of refunds"}]]}]]}],["$","tr","3",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Role of platform metrics"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Cost per SQL and lead quality by campaign"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"ROAS for allocation within the channel"}]]}]]}],["$","tr","4",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Gap to look for"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Leads reported without stage outcomes"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Platform ROAS reported without MER"}]]}]]}]]}]]}]}]
3f:["$","p","30",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"In both models, report brand and non-brand separately, and show how long conversions take to arrive. For e-commerce, our "}],["$","$L2","1",{"href":"/resources/mer-vs-roas-guide","className":"link-underline font-medium","children":"MER vs ROAS guide"}],["$","$1","2",{"children":" explains how to read platform ROAS next to MER."}]]}]
40:["$","h2","31",{"id":"how-to-prioritize-findings","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"How to prioritize findings"}]
41:["$","p","32",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Before changing anything, record a baseline for each campaign group: spend, conversions, cost per conversion, and the business outcome it should drive. Then score each finding by likely impact and effort."}]]}]
42:["$","div","33",{"className":"mt-8 overflow-x-auto rounded-lg border border-line bg-surface","children":["$","table",null,{"className":"w-full min-w-[34rem] border-collapse text-left text-[0.9375rem]","children":[["$","caption",null,{"className":"border-b border-line px-5 py-3 text-left text-label uppercase text-muted","children":"Prioritizing audit findings by impact and effort"}],["$","thead",null,{"children":["$","tr",null,{"className":"border-b border-ink/60","children":[["$","th","Impact and effort",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Impact and effort"}],["$","th","Examples",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Examples"}],["$","th","What to do",{"scope":"col","className":"px-5 py-3 font-semibold","children":"What to do"}]]}]}],["$","tbody",null,{"children":[["$","tr","0",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"High impact, low effort"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Duplicate primary conversions, missing brand exclusions, obvious negative keyword gaps"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Fix first, in one batch, and record the date"}]]}]]}],["$","tr","1",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"High impact, high effort"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"CRM conversion imports, restructuring by intent or margin, feed rebuilds"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Plan and sequence, starting with tracking"}]]}]]}],["$","tr","2",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Low impact, low effort"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Expired assets, naming, minor setting mismatches"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Batch into routine maintenance"}]]}]]}],["$","tr","3",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Low impact, high effort"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Rebuilds for tidiness, strategy switches without a data problem"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Defer, unless a bigger fix depends on it"}]]}]]}]]}]]}]}]
43:["$","aside","34",{"className":"mt-8 rounded-lg border p-5 sm:p-6 border-ink/20 bg-sand","children":[["$","p",null,{"className":"flex items-center gap-2 text-label uppercase text-ink","children":[["$","svg",null,{"width":14,"height":14,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"children":[["$","circle",null,{"cx":"8","cy":"8","r":"6.25"}],["$","path",null,{"d":"M8 4.75v4M8 10.75v.5","strokeLinecap":"square"}]]}],"Sequence matters"]}],["$","p",null,{"className":"mt-2.5 text-[1rem] leading-relaxed text-ink","children":[["$","$1","0",{"children":"Fix tracking before bidding, and bidding before budget. Changing all three at once makes it impossible to tell which change moved results."}]]}]]}]
44:["$","h2","35",{"id":"next-steps","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Next steps"}]
45:["$","p","36",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Run the full checklist once, then repeat the tracking and search term sections on a regular schedule. Keep a change log with dates, so you can connect results to the changes behind them."}]]}]
46:["$","p","37",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"If the problem seems to sit outside the ad account, in analytics, landing pages, or margins, a "}],["$","$L2","1",{"href":"/growth-audit","className":"link-underline font-medium","children":"Growth Audit"}],["$","$1","2",{"children":" looks at those pieces together."}]]}]
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