Completed a live NotFair Google Ads audit for Sam Aguiar Injury Lawyers and created the native Google Sheet audit workbook. Implemented Sam-approved cleanup: added seven campaign-level phrase negatives, paused one underperforming keyword, verified the cleanup readback, and documented changed entity IDs in the sheet. Ran a follow-up opportunity pass covering keywords, devices, locations, audiences, GCLID/offline uploads, ad copy, assets, and Google native recommendations. Also completed a focused bid-cap review for enabled campaigns only.
The account has only one true Google Ads CPC ceiling among enabled campaigns: Brand Search - Sam Aguiar has a $2 Target Impression Share ceiling. The actively spending Maximize Conversions campaigns have no CPC ceiling and no target CPA. NotFair guardrails are active for tool mutations: max bid change 25%, max budget change 50%, max keyword pause 30%, no monthly cap, and no target CPA. These are safety limits for agent changes, not auction bid caps.
Audit sheet: https://docs.google.com/spreadsheets/d/1HAm2wlkjXYmmprbNYorMvCKxnOhkpFQL_6m4Kf1hXkE
Added and verified the tab Bid Caps Enabled 2026-06-01. Readback confirmed the tab includes the enabled-campaign scope, bid cap inventory, CPC segment summary, risk terms, and recommended bid-control changes.
Sam said future Google Ads audits should show enabled campaigns only. Use enabled campaigns as the default audit scope unless Sam explicitly requests paused, archived, or historical campaign context.
The strongest next implementation candidate is a controlled bid strategy and brand-traffic cleanup plan, not a manual CPC switch. Recommended next work: prepare reversible experiments for target CPA on Car Accidents and Spanish after confirming landing page and tracking, protect brand traffic with a cleaner brand bidding structure, and avoid increasing Lexington bidding until landing page, tracking, geo, and copy issues are fixed.
This session reached a clean checkpoint: the audit, approved cleanup, opportunity pass, bid-cap review, sheet update, and QA readback are complete. Live bid strategy changes were not executed because they can affect spend and should be approved as a distinct next action.
Start from the Google Sheet above, especially Bid Caps Enabled 2026-06-01, Change Log 2026-06-01, and the recommendations tabs. Use NotFair live reads before any new recommendation. Keep reports focused on enabled campaigns by default. Do not recommend manual CPC just to create keyword bid caps; current data supports negatives, conversion-quality work, and carefully scoped target CPA or brand bidding experiments instead.
After Sam identified keyword overlaps in the enabled-keyword export, I ran a NotFair live verification pass scoped to enabled campaigns and enabled ad groups. I paused 15 keyword/ad-group pairs as reversible pauses, not deletes. The cleanup included the malformed personal law injury exact keyword, old Brand ad group duplicates with no or negligible value, duplicate misspelling owner rows, and zero-activity Lexington base ad-group duplicates where the LP-test ad group remains the owner.
Google Sheet tab added and verified: Overlap Cleanup 2026-06-01 in https://docs.google.com/spreadsheets/d/1HAm2wlkjXYmmprbNYorMvCKxnOhkpFQL_6m4Kf1hXkE
Change IDs: 149078, 149079, 149076, 149077, 149075, 149083, 149081, 149082, 149080, 149096, 149100, 149098, 149095, 149097, 149099.
Important judgment call: I did not pause personal lawyer because the live 90-day data shows 109 clicks, $1,814.74 cost, 10 conversions, and $181.47 CPA. It is ugly wording, but the data says to monitor or replace-test it rather than cut it cold. I also kept the old exact Sam Aguiar Injury Lawyers because it has cheap brand conversions: 15 clicks, $20.44 cost, 2 conversions, $10.22 CPA.