Session: Google Ads Weekly Performance Review

Date: May 25, 2026 | Scheduled task: google-ads-weekly-performance | Importance: HIGH | Status: review COMPLETE, recommendations PENDING Sam's approval

What was done

The weekly Google Ads performance review ran end to end. Sam confirmed the NotFair Growth upgrade ("notfair is upgraded"), which lifted the 300-op monthly cap that had blocked the last two weekly runs. Pulled live data for account 381-391-6687 with a single 10-query GAQL batch (0 errors): account week-over-week, per-campaign metrics with impression share, Quality Score, ad strength, keyword and search-term waste, device split, all conversion actions, and 14 days of change events.

Deliverable created: Google-Ads-Weekly-Performance-2026-05-25.md in Sam's workspace folder. Full audit with 7 prioritized recommendations, each written with the exact mutation so Sam can approve with one "go."

Key findings

• Spend nearly doubled, leads fell by a third. Cost $6,482.61 (+98.7% WoW), conversions 15 (-37.5%), cost per lead $432.17 vs $135.92 prior. Clicks only +16.2%, but average CPC rose +71% to $15.29. The account paid much more per click and those clicks converted at roughly half the prior rate.
• Car Accidents 2026 is the main problem: $3,097 spent (+279% WoW), 4 conversions, CPL $774. Uncapped Maximize Conversions bidding.
• Lexington campaign is structurally broken: $808 spent, 0 conversions, 66.1% impression share lost to ad rank, all 7 single-ad ad groups in the account, mostly Poor/Average ad strength.
• Brand Protection loses 59.5% of impression share to budget at only $67/day. Easy, safe recapture.
• Pmax conversions -55% WoW; still the best CPL at $203.
• Spanish campaign is healthy: best CTR (9.85%) and conversion rate (9.38%) in the account.
• Conversion tracking (R3/R4): 20 enabled conversion actions, 4 overlapping phone-call actions (3 primary). The 3 Litify offline actions (Signed Retainer, Converted Intake, Qualified Lead) recorded 0 conversions this week. If the Litify offline import is not feeding, smart bidding has lost its signed-case signal and is optimizing toward cheap proxy conversions, which plausibly explains the spend-up/quality-down divergence.
• No security concern. The 3 budget increases on May 24 were by digitaldrewsem@gmail.com via web client. Combined daily budget $743.57 is under the $1,000 hack-watch threshold; geo, practice areas, and permissions all intact. No hack indicators.
• No wasted spend. $0 genuine keyword/search-term waste. No negative keywords recommended this week.

Why the session ended

Completed normally. The review is done and the deliverable is written. The 7 recommendations are intentionally held for Sam's go because several cost money or touch live campaigns (Sam's rule: ask first on destructive or cost-adding actions).

Recommended next actions

1. Sam reviews the deliverable and says "go" on the recommendations, all at once or item by item.
2. P1: Cap Car Accidents 2026 with a $300 Target CPA; rebuild Lexington's 7 single-ad ad groups with fresh RSAs; verify the Litify offline-conversion import.