Sample Audit Report

PRISM

Botanica Home

Google Ads Audit · December 2025

See the light.

Prepared by

prism.

weareprism.io

Confidential

Executive Summary

€5,340 in identified monthly wasted spend. Brand searches lost to competitors. 83% of visitors never reached again.

Of the €22,000 spent in the audit period, we estimate €5,340 is recoverable within 30 days through settings corrections and budget reallocation alone. Conversion tracking is misconfigured — reported ROAS overstates true performance. The entire non-brand category market is untouched.

€5,340

Identified monthly wasted spend

38%

Own brand click share — competitors win 62%

83%

Visitors leaving — never re-engaged

9

Priority actions — sequenced by impact

Finding 01 · Wasted Spend Critical

€2,140/month spent on search terms that never convert

47 search terms spent above €5 each with zero conversions — a consistent pattern of informational intent, not purchase intent. Budget flowing to research queries with no path to purchase.

Search term	Spend
how to style a living room	€380
ceramic vase history	€290
what is travertine stone	€240
interior design trends 2025	€210
+ 43 more terms	€1,020

Action

Build a shared negative keyword list covering informational query patterns and apply across all Search campaigns. Recovers €2,140/month immediately.

Top zero-conversion terms by spend (€)

how to style...

€380

ceramic vase...

€290

travertine stone

€240

design trends...

€210

handmade vs...

€180

Finding 02 · Location Targeting Critical

€890 spent outside the UK delivery zone every month

Location targeting set to "Presence or Interest" rather than "Presence Only" — Google serves ads to users outside the UK who reference UK-related terms. 8.1% of budget reaching markets this business cannot serve.

Region	Spend	Conversions
Republic of Ireland	€290	0
United States	€240	0
Australia	€180	0
Germany	€110	0

Fix

Change location targeting to "Presence Only" on all campaigns. Two-minute fix. Recovers €890/month immediately.

Spend by geography

91.9%

UK target

UK target market (91.9%)

Out-of-market spend (8.1%) · 0 conversions

Finding 03 · Brand Protection Critical

Competitors win 62% of Botanica Home brand searches

Brand click share stands at 38%. For every 100 people searching for Botanica Home by name, 62 see a competitor's ad first. The brand campaign is hitting its daily budget cap by early afternoon.

Brand search is the highest-converting, lowest-cost traffic available. It should never be rationed.

38%

Botanica Home click share

62%

Competitor impression share

Action

Switch brand campaign to Target Impression Share — 90% top of page. Remove daily budget cap. Estimated €6,200 in additional monthly revenue from recovered brand searches.

Brand click share

38%

yours

Botanica Home (38%)

Competitors (62%)

Prioritised Action Plan

What to do. In what order.

This week

01Fix location targeting — change to Presence Only on all campaigns

02Switch brand campaign to Target Impression Share

03Build negative keyword list — informational query patterns

This month

04Migrate Manual CPC campaigns to Smart Bidding

05Reallocate budget toward capped high-ROAS campaigns

06Rebuild RSA ad copy across underperforming campaigns

This quarter

07Launch Generic Search on category intent keywords

08Build DemandGen remarketing — checkout abandoners first

09Recalibrate tROAS targets against verified breakeven margin