Demo account
This is the account. These are the 6 things we would do to it.
A worked account, not a screenshot. Open any card.
The 6 things
One per lever GoodLads knows. Each carries the evidence behind it, the test that would settle it, and the exact Google Ads request. Open any card.
Where they came from
The account as GoodLads reads it. Every idea above is argued from these numbers.
Where the money goes
Sized by spend, coloured against the account's 3,56x. Hover a tile.
- Well above account ROAS
- Above account ROAS
- Around account ROAS
- Below account ROAS
- Well below account ROAS
- No conversion value tracked
NL - Brand returns 11,95x on € 3.180, which is why the average looks healthier than the work does - it is the dark green sliver. Press Value. Remarketing - Display converts 74 times and reports no value at all, so it is marked untracked rather than judged a failure.
What the account is bidding on
The 12 keywords carrying the most spend, € 25.260 of it.
Spend by match type
- Phrase · € 11.800
- Broad · € 6.920
- Exact · € 6.540
| Keyword | Spend | Clicks | CTR | Conv. | Value | ROAS | QS |
|---|---|---|---|---|---|---|---|
| bureaustoelBroadin 3 ad groups | € 4.180 | 6.240 | 4.20% | 74 | € 8.920 | 2,13x | 6 |
| ergonomische bureaustoelPhrasein 2 ad groups | € 3.640 | 4.180 | 5.07% | 112 | € 16.840 | 4,63x | 9 |
| zit sta bureauPhrasein 2 ad groups | € 3.120 | 3.460 | 5.07% | 86 | € 15.480 | 4,96x | 8 |
| bureaustoel kopenExact | € 2.480 | 2.640 | 6.32% | 78 | € 11.260 | 4,54x | 9 |
| buerostuhl ergonomischPhrasein 2 ad groups | € 2.240 | 2.480 | 3.83% | 22 | € 3.180 | 1,42x | 5 |
| sta bureau elektrischExact | € 1.980 | 1.840 | 5.68% | 62 | € 12.940 | 6,54x | 9 |
| bureaustoel ergonomisch aanbiedingBroadin 2 ad groups | € 1.760 | 2.180 | 3.75% | 18 | € 2.140 | 1,22x | 4 |
| beste bureaustoelPhrase | € 1.620 | 1.980 | 4.44% | 34 | € 4.860 | 3,00x | 7 |
| bureaustoel rugklachtenExact | € 1.240 | 1.180 | 5.51% | 46 | € 8.240 | 6,65x | 10 |
| hoogte verstelbaar bureauPhrase | € 1.180 | 1.320 | 4.62% | 28 | € 5.120 | 4,34x | 8 |
| kantoormeubelenBroad | € 980,00 | 1.460 | 3.80% | 8 | € 940,00 | 0,96x | 4 |
| bureaustoel merkExact | € 840,00 | 820 | 5.77% | 24 | € 3.680 | 4,38x | 8 |
Broad match takes 27% of this spend and returns the worst ROAS of the three. That gap is the argument behind two ideas on the board.
This account reports 3,56x ROAS. Take out brand, which was going to convert anyway, and the ads that have to earn their clicks return 3,14x on € 64.460. Every idea above is measured against that second number.
What happens after you deploy one
1 of 3 concluded experiments won. A board where everything wins is not measuring anything.
Second RSA leading on 5-year warranty
Created paused. Waiting for you to start it in Google Ads.
Exclude the 4 provinces converting under 0,9 ROAS
Experiment scheduled. Starts Monday, runs 21 days.
Target ROAS -10% on Zit-sta bureaus
Running. Conversion value +11,4% in the trial arm, ROAS holding at 3,88.
Free-delivery angle against the price-led ads
Serving. 2.140 impressions so far, too early for a read.
17 negative keywords on Brand
Applied. Spend on the blocked terms is at zero, conversions unchanged.
Target ROAS -12% on Shopping
Rolled out. 21 days, 50/50 split.
- We predicted
- Conversion value EUR 46.800 → EUR 51.200
- It measured
- EUR 52.180, ROAS 4,19 against a 3,80 guardrail
- What happened
- Beat the projection. The trial arm took the budget.
Urgency headlines on Competitors
Paused after 28 days.
- We predicted
- Click-through rate 2,4% → 3,0%
- It measured
- 2,2%, and cost per conversion rose 14%
- What happened
- The control won. The new ad was paused and the original kept serving.
Split Shopping by margin band
Ended after 28 days.
- We predicted
- ROAS 4,19 → 4,60
- It measured
- 4,24, inside the noise on 342 conversions
- What happened
- Not enough separation to call. Reverted, and the account kept its structure.
Run this on your own account
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