Inherited a Messy Google Ads AccountInherited a Messy Google Ads Account

Should you’ve inherited a sprawling Google Ads account—1000’s of key phrases, dozens per advert group, combined targets—you don’t want a miracle. You want a phased, low-risk cleanup that turns noise into sign and sign into revenue. Under is the precise framework we use when manufacturers rent us to repair “legacy chaos.”

1) Diagnose (Day 0–3)

  • Conversion audit: appropriate tags, no duplicates, main vs. secondary actions, attribution window, enhanced conversions, worth guidelines.
  • Baselines: final 30–90 days for spend, conversions, CPA/ROAS, IS, prime search phrases, geo/hour.
  • Freeze: pause experiments; doc all adjustments.

2) Prune (Day 3–7)

  • Kind key phrases by conversions/conv. worth and price/conv.
  • Pause non-performers (no conversions, skinny impressions, very low QS).
  • Add negatives from the search phrases report; group by themes (irrelevant intents, competitor pitfalls, research-only modifiers).

3) Restructure with STAG

  • Why STAG: offers Sensible Bidding clearer alerts and improves RSA relevance.
  • How: 1–5 intently associated key phrases per advert group; preserve Broad + Precise when quantity permits.
  • Naming: CAMP_Objective_Network_Geo | AG_Theme | KW_Broad/Precise.
  • Touchdown alignment: every advert group maps to at least one particular touchdown web page part/provide.

4) Bidding that Suits Your Sign

  • Begin with Max Conversions when you have ≥ 15–30 current conversions per marketing campaign.
  • Graduate to tCPA (or tROAS for e-comm) as soon as steady.
  • Portfolio methods: use solely when campaigns share the identical aim and economics; in any other case preserve bidding at marketing campaign stage.

5) Inventive & Asset Stack

  • RSA construct:
    • 12–15 headlines mixing actual theme, worth props, advantages, and objections.
    • 3–4 descriptions with proof, ensures, and CTAs.
    • Pin a management headline if obligatory for model/authorized.
  • Property: sitelinks (class/retailer/FAQ), callouts (USPs), structured snippets (varieties/manufacturers), picture belongings (way of life + product), promo belongings (if relevant).

6) Geo, Schedule, Price range

  • Break up high-value areas/cities into their very own campaigns.
  • Use advert schedules to prioritize worthwhile hours/days; bid-adjust cautiously.
  • Focus budgets on confirmed campaigns; cap exploration.

7) Negatives & Question Hygiene

  • Three layers: account negatives (world irrelevance), marketing campaign negatives (goal-specific), advert group negatives (theme safety).
  • Evaluate search phrases weekly at first; promote good queries to Precise to lock effectivity.

8) Touchdown Pages & Provide-Message Match

  • Match headline → key phrase theme.
  • Present the main profit above the fold, with social proof and danger reversal (returns, ensures).
  • Minimize friction: web page pace, simplified kinds, belief badges.

9) 30/60/90-Day Plan

  • 30 Days: repair monitoring, prune, STAG rebuild in prime campaigns, Max Conversions, asset refresh, geo/time focus.
  • 60 Days: transfer winners to tCPA/tROAS, increase Broad, add viewers alerts, launch managed checks (affords, creatives, LP variants).
  • 90 Days: scale budgets, think about portfolio bidding for homogeneous units, add new themes, roll learnings into PMax or Buying the place related.

10) FAQs

Q: Hold the portfolio bid technique?
A: Provided that campaigns share targets, AOV/LTV, and have sufficient collective conversions. In any other case preserve bidding native.

Q: What number of key phrases per advert group?
A: 1–5 tightly associated (STAG). Promote robust queries to Precise and let Broad uncover.

Q: Broad + Precise + Sensible nonetheless legitimate in 2026?
A: Sure—when conversion information is clear and themes are tight. It fails when construction is chaotic.

Copy-Paste Checklists

Rescue Guidelines

  • Confirm conversion actions & values
  • Export baselines (30–90d)
  • Pause 60–80% non-performers
  • Construct STAGs (1–5 kws)
  • RSAs + full asset stack
  • Max Conversions → tCPA/tROAS
  • Negatives (acct/camp/advert group)
  • Geo/time focus
  • Touchdown web page match & pace
  • Weekly search time period overview

STAG Naming Template
CAMP_{Objective}_{Community}_{Geo} | AG_{Theme} | KW_{MatchType}

Ultimate CTA

If you need this executed end-to-end, my group can clear up and scale your account with a confirmed 30/60/90-day plan. Contact us to get a tailor-made rescue roadmap in your model.


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