Prepared by: Manus AI
Date: February 7, 2026
Presentation Time: 5-10 minutes
Audience: C-Suite, Marketing Team, Finance
"Good morning. I'm presenting the results of a comprehensive audit of our Google Ads account covering the past 3 years. The findings are significant and require immediate action. We've identified over $250,000 in wasted spend and a pattern of management failure that has cost us substantial growth opportunity."
"Here's what you need to know:"
Over the past 3 years, we spent $433,241 on Google Ads. Our ROAS remained flat at 1.72x despite our manager making 2,785 optimization changes. The audit reveals that approximately 50% of our recent monthly spend has been going to search terms that generate zero conversions.
Key Numbers:
| Metric | Value |
|---|---|
| Total 3-Year Spend | $433,241 |
| ROAS (unchanged) | 1.72x |
| Monthly Waste (2025 avg) | $8,347 |
| Waste as % of Budget | 50.4% |
| Estimated Total Waste | $250,000+ |
Translation: We paid someone to manage our account, and they let half our budget disappear while creating the appearance of active management.
"The waste breaks down into three distinct categories:"
These are search terms for products we don't even sell. Examples include "chlorella tablets," "rhodiola rosea," and "maca root powder." Any competent manager would have excluded these in the first week. Our manager let them run for over 10 months.
These are informational queries like "ashwagandha benefits," "side effects," and "dosage." These users are researching, not buying. Industry best practice is to exclude these terms immediately. Our manager paid for this non-converting traffic for 24 months.
This is the most damaging finding. These are searches for our EXACT products—"ashwagandha gummies," "lions mane," "moringa powder"—products we actively sell. Yet these searches generated zero conversions for over 10 months.
A competent manager would have immediately investigated:
Our manager asked none of these questions. They simply let $5,464 per month in high-intent product searches fail without investigation.
"Our manager created the appearance of optimization without delivering results:"
What They Did:
What They Delivered:
We identified 35 campaigns where the manager changed the status (enabled/paused) 5 or more times. The worst example was changed 79 times in 2 years. This is indecisive management—making changes without data-driven justification, then reversing them when results don't immediately improve.
"Let me put this in concrete financial terms:"
Total Cost of Management Failure: $587,000+ (waste + opportunity cost)
"Here's what we need to do, starting today:"
"We have three options:"
"To summarize:"
We've spent $433,241 over 3 years with a manager who let half our budget waste away while making 2,785 changes that improved nothing. The immediate opportunity is $100,164/year in recoverable waste. The strategic opportunity is transforming our Google Ads from a cost center into a growth engine.
I'm requesting approval to:
Questions?
A: The manager provided regular reports showing activity (changes made, campaigns optimized) but never reported on the quality of those changes or the waste in search terms. They created the appearance of management without delivering results. This is why we commissioned an independent audit.
A: No, the $250,000 already spent is gone. However, we can immediately stop the ongoing waste of $8,347/month and recover the lost opportunity by improving ROAS.
A: Google Ads is an advertising platform, not an optimization service. They profit from our spend regardless of whether it converts. It's the manager's job to identify and exclude wasted spend—a job they failed to perform.
A: No. The waste categories are clear-cut:
These are management failures, not market conditions.
A: Minimal to zero. The terms in Categories 1 and 2 have never converted over 10+ months. Excluding them can only improve efficiency. Category 3 requires investigation before action, which is why it's a separate phase.
A: Extremely confident. The analysis is based on:
All data comes directly from Google Ads exports and Google Payments billing records.
A: Key criteria:
This presentation is supported by three detailed documents:
All documents are available for review and include exportable lists of wasted terms for immediate implementation.
End of Presentation
Estimated reading time: 8-10 minutes
Estimated presentation time with Q&A: 15-20 minutes