This is a sample. It shows a report for an invented business, Austin Plumbing Co, with made-up numbers. Your own report looks like this, with your account's figures.
We found about $1,515 a month in leaks
From 2026-09-18 to 2026-10-17, your account spent $2,200.
- Highabout $535 a month
"Emergency Plumbing - Search": each conversion costs 100% more
This campaign aims for a target cost per conversion, but its budget is too small for that target, so Google pays more for each result. Over the last 28 days a conversion cost $40, up from $20 in the 28 days before. Lowering the target or raising the budget would save about $535 a month.
How to fix it
- In Google Ads, click Campaigns, then click the campaign "Emergency Plumbing - Search".
- Click Settings. Under Budget, raise the daily budget so the campaign is no longer "Limited by budget"…
- …or, under Bidding, relax the target (a higher target cost or a lower target return) so it fits the budget. Click Save.
Show the numbers
- Campaign
- Emergency Plumbing - Search
- cost per conversion Now
- $40
- cost per conversion Before
- $20
- Conversions Now
- 25
- Target cost per conversion
- $25
- Previous Window Start
- 2026-08-23
- Highabout $480 a month
"PMax - All Services": most of the budget went to YouTube and Display
Performance Max chooses where your ads run. From 2026-09-18 to 2026-10-17, 71% of "PMax - All Services" went outside Google Search (YouTube $350, Display (websites and apps) $150) for 1 conversion, while Search cost $20 per conversion. Excluding poor placements and brand-unsafe content, or moving budget to a Search campaign, could save about $480 a month.
How to fix it
- In Google Ads, open "PMax - All Services" and check where it ran (Insights and reports, then "When and where ads showed").
- To block poor sites or YouTube channels, click Tools, then Content suitability, then Advanced settings, and add them under Excluded placements.
- If Search works much better, consider moving some budget to a Search campaign.
Show the numbers
- Campaign
- PMax - All Services
- Search Cost
- $200
- Search Conversions
- 10
- Other Cost
- $500
- Other Conversions
- 1
- Other Share
- 71%
- Highabout $200 a month
"Emergency Plumbing - Search": ads reach people outside your area
This campaign shows ads to people who are only interested in your area, not just people in it. From 2026-09-18 to 2026-10-17, 26% of its cost ($280) came from people outside the places you target, and $200 of that brought no conversions. Changing the location option to "Presence: people in or regularly in your locations" would save about $200 a month.
How to fix it
- In Google Ads, click Campaigns, then click the campaign "Emergency Plumbing - Search".
- Click Settings, open Locations, then Location options.
- Under Target, choose "Presence: People in or regularly in your targeted locations" and click Save. Google may word it slightly differently.
Show the numbers
- Campaign
- Emergency Plumbing - Search
- Total Cost
- $1,080
- Outside Cost
- $280
- Outside No Conversion Cost
- $200
- Outside Share
- 26%
- Highabout $180 a month
"Emergency Plumbing - Search": Search Partners cost about $180 a month with poor results
Your campaign "Emergency Plumbing - Search" also shows ads on Search Partners (other websites that show Google search ads). From 2026-09-18 to 2026-10-17 that cost $180 and brought no conversions. Turning Search Partners off for this campaign would save about $180 a month.
How to fix it
- In Google Ads, click Campaigns, then click the campaign "Emergency Plumbing - Search".
- Click Settings, then open Networks.
- Untick "Include Google search partners" and click Save.
Show the numbers
- Campaign
- Emergency Plumbing - Search
- Cost
- $180
- Clicks
- 90
- Conversions
- 0
- Search Cost
- $900
- Search Conversions
- 40
- Search cost per conversion
- $23
- Highabout $120 a month
"Water Heaters - Search": the Display Network cost about $120 a month with poor results
Your campaign "Water Heaters - Search" also shows ads on the Display Network (banner ads on websites and apps, mixed into a Search campaign). From 2026-09-18 to 2026-10-17 that cost $120 and brought no conversions. Turning the Display Network off for this campaign would save about $120 a month.
How to fix it
- In Google Ads, click Campaigns, then click the campaign "Water Heaters - Search".
- Click Settings, then open Networks.
- Untick "Include Google Display Network" and click Save.
Show the numbers
- Campaign
- Water Heaters - Search
- Cost
- $120
- Clicks
- 400
- Conversions
- 0
- Search Cost
- $300
- Search Conversions
- 6
- Search cost per conversion
- $50
- Medium
Google changed "Emergency Plumbing - Search" on its own
On 2026-10-05 an auto-applied recommendation turned on Search Partners (other websites that show Google search ads) in "Emergency Plumbing - Search". Nobody on your side approved it. Settings like this usually raise spend. Check it, and consider turning off auto-apply in Google Ads (Recommendations > Auto-apply).
How to fix it
- In Google Ads, click Campaigns, then Recommendations.
- Click "Auto-apply" at the top of the page.
- Untick the recommendation types you don’t want Google to apply by itself, and click Save. The History tab shows what was applied.
Show the numbers
- Campaign
- Emergency Plumbing - Search
- Changed At
- 2026-10-05 03:12:44.120000
- Client Type
- Google ads recommendations
- Setting
- search_partners
- Changed Fields
- networkSettings.targetSearchNetwork
- Medium
Your goal "Website lead form" can count the same person several times
Your conversion goal "Website lead form" is a lead, but it counts "Every" conversion. If one person sends your form three times, Google records three leads. Google then thinks your ads bring more customers than they do, and its automatic bidding can pay too much for clicks. Google recommends counting leads once ("One").
How to fix it
- In Google Ads, click Goals, then Conversions, then Summary.
- Click the conversion "Website lead form", then Edit settings.
- Under Count, choose "One", then click Save and Done.
Show the numbers
- Conversion goal
- Website lead form
- Type
- Submit lead form
- Medium
"Water Heaters - Search" pays for clicks, not customers
This campaign uses Maximize Clicks, which tells Google to get as many clicks as possible, even cheap ones that rarely buy. You track conversions, so a strategy that aims for conversions usually spends the same money better. From 2026-09-18 to 2026-10-17 it cost $420 for 650 clicks and 6 conversions (1% of clicks).
How to fix it
- In Google Ads, click Campaigns, then click the campaign "Water Heaters - Search".
- Click Settings, then open Bidding, then "Change bid strategy".
- Choose "Conversions" (Maximize conversions) and click Save. Google may suggest trying it as an experiment first.
Show the numbers
- Campaign
- Water Heaters - Search
- Cost
- $420
- Clicks
- 650
- Conversions
- 6
- Conversion Rate
- 1%
- Low
"PMax - All Services": Google makes some of your ads by itself
In "PMax - All Services" Google is allowed to create headlines and descriptions. These can show words, images or videos you never checked. Review them in Google Ads, or turn these options off.
How to fix it
- In Google Ads, click Campaigns, then click the campaign "PMax - All Services".
- Click Settings. Look for "AI Max" (then "Asset optimization") or "Automatically created assets".
- Untick the text, image or video options you don’t want Google to create, and click Save.
Show the numbers
- Campaign
- PMax - All Services
- Opted In
- Text asset automation
- Medium
The page your ads link to may be losing customers: www.austinplumbingco.example/water-heaters
Your ads in "Water Heaters - Search" send people to www.austinplumbingco.example/water-heaters. It doesn't seem to match what the ad offers: The ad offers same-day water heater installs; the page shows bathroom remodels. We couldn't find a phone number, a contact form, or a Book, Buy or Call button on it. On a phone it took 4.3 seconds to load.
How to fix it
- Compare your ad’s headlines with what www.austinplumbingco.example/water-heaters says at the top of the page.
- Either send the ad to the page that matches (click Campaigns, then Ads, and change the Final URL), or change the page so it shows what the ad offers.
- Click Save. Pages that match the ad usually turn more clicks into customers.
Show the numbers
- Page
- www.austinplumbingco.example/water-heaters
- Campaign
- Water Heaters - Search
- Broken
- No
- Issues
- mismatch, no_contact, slow
- Match Reason
- The ad offers same-day water heater installs; the page shows bathroom remodels.
- High
Ads send people to a broken page: www.austinplumbingco.example/spring-special
Your ads in "Emergency Plumbing - Search" link to www.austinplumbingco.example/spring-special, which answered with error 404 when we checked. You still pay for those clicks, people see an error instead of your offer, and Google can stop showing ads that lead to broken pages.
How to fix it
- Open www.austinplumbingco.example/spring-special on your phone and on a computer to see what visitors get.
- If the page moved, click Campaigns, then Ads, find the ads that use this address, and change the Final URL to the working page. Click Save.
- If the page should work, ask whoever runs your website to fix it. Google can stop showing ads that lead to a broken page.
Show the numbers
- Page
- www.austinplumbingco.example/spring-special
- Campaign
- Emergency Plumbing - Search
- Broken
- Yes
- Issues
Our estimates are cautious: rounded down, and never more than 80% of what you spent. SpendCanary only reads your account; it changed nothing. Works with Google Ads.