Google Ads analysis: from clicks to profitable customers

Never average Search, YouTube, Display, and Performance Max together — their economics are different by design. Pull performance by campaign type first. A “bad” account is often one good channel subsidizing three leaking ones.

Import your export into Adsevon and the engine segments automatically, flagging which campaign types earn their spend and which ones are coasting on blended averages.

Broad and phrase match quietly expand over time. Every quarter, pull the search-terms report and sort by cost with zero conversions. You’ll usually find 5–15% of spend going to queries you’d never bid on deliberately.

The fix is unglamorous: negatives, tighter match types on proven winners, and separate campaigns for exploratory queries so they can’t cannibalize exact-match budgets.

PMax is a black box by design — which is exactly why it needs external measurement. Track its CPA and ROAS against your Search campaigns over the same periods. If PMax CPA is 40% higher with no incremental reach story, it’s not “learning” — it’s spending.

Feed PMax better inputs instead of more budget: tighter audience signals, excluded brand terms in a separate campaign, and conversion values that reflect real margins, not just revenue.

Export a campaign report from Google Ads (CSV), then import it in Adsevon → Data. The guided template maps Google’s column names — cost, clicks, conversions, conv. value — automatically; the flexible mapper handles custom columns. Import 60–90 days for meaningful trend analysis.

A direct Google Ads connection is on the roadmap. Until then, re-import monthly (or weekly for active accounts) to keep trends fresh.

Sort campaigns by cost, top-down. For each of the top five, answer: is CPA within target, is the trend improving or degrading, and what changed in the last 30 days? Then pull the search-terms report for your biggest Search campaign and negative out the obvious waste.

Import the same export into Adsevon and compare its ranked recommendations against your notes — the overlap tells you the system reads the account the way you do.