Validate valuable actions before bidding around them
Identify the web, call, app or offline actions that count as conversions. Check that tracking works and that duplicate or low-value events are not skewing the data. Where possible, compare platform counts with qualified leads or sales.
Inspect search intent through the landing page
Review campaign structure, search terms, negatives, ad claims and destination pages. Check whether keyword themes, ads, offers, landing-page content and CTAs match. A mismatch can stem from traffic, the page, the offer or measurement, so the evidence should determine the next step.
Use value and Quality Score carefully
Value-based bidding needs dependable conversion values. Target ROAS shows conversion value per ad dollar, not full profitability. Quality Score looks at expected CTR, ad relevance and landing-page experience; Google says it is neither a KPI nor an auction input. Put sales quality, margin context and tracking integrity first.
Inspect the account in a decision sequence
Start with the business goal and conversion setup, then review campaign structure, budget and bids, search terms, ads, landing-page continuity and downstream quality. The review identifies missing data, approvals, page work or CRM reconciliation required before changes.
Use conversion value with care
State what each conversion value represents and what it leaves out. Booked revenue can differ from collected revenue after returns, and lead values may be estimates. Consider these limits before calling automated bidding profitable. Better measurement supports decisions; it cannot guarantee results.
Common questions
Can Google Ads automation replace diagnosis?
No. Automation works from supplied conversion signals, so review the goal, values and tracking quality first.
Will you guarantee a ROAS target?
No. ROAS is shaped by measurement, offer, competition, campaign changes, margins and site conversion, so it needs context.
Which conversion actions should I set as primary?
Set an action to primary when it represents the outcome you want included in the Conversions reporting column and used for bidding under the applicable goal. For many businesses that means a purchase or a genuinely qualified lead, rather than every intermediate page interaction. Confirm each event records the intended action accurately before using it to steer bids. Sources and context
