Clicks and Clarity with Claire
If you’re spending real money on Google Ads and still asking, “Why isn’t this working?”—this podcast is for you.
I’m Claire Jarrett, Google Ads strategist and founder of Jarrett Digital. Each week, I break down what’s actually going on behind the numbers—so you can stop wasting ad spend, start attracting qualified leads, and scale with confidence.
No fluff. No jargon. Just clear advice, real audits, and proven strategies from accounts managing four to six figures in monthly ad spend.
Whether you're DIY-ing your ads or working with an agency, this is the clarity you've been missing.
Clicks and Clarity with Claire
Google Ads budget quietly leaking away? Audit Your Account Now!
Is your Google Ads budget quietly leaking away? In this episode of Clicks & Clarity with Claire, Google Ads expert Claire Jarrett walks you through her proven, step-by-step audit process that reveals wasted spend, boosts performance, and drives better ROI. From checking your Quality Score to optimizing keywords, targeting, ad content, and campaign settings—this is the complete guide to running a smarter, more profitable PPC campaign. Claire also uncovers common audit mistakes (like blindly following Google’s auto-recommendations) and explains why a “set it and forget it” mindset is holding your ads back. Whether you're DIY-ing your audits or looking for expert support, this episode is your go-to resource for transforming confusion into conversion.
📌 What you’ll learn:
- How to check your most important metrics
- Why targeting and keyword reviews are non-negotiable
- The hidden dangers of broad match and Google Display Network
- Why conversion tracking is the backbone of smart campaigns
- How often you really need to audit
🔧 Plus, discover resources to help you go further—from Claire’s 30-minute strategy calls to her best-selling Google Ads book.
Welcome to "Clicks & Clarity with Claire," where we turn Google Ads confusion into conversion. I'm Claire Jarrett, and today we're diving into something every business owner needs—but few actually do properly: Google Ads audits. Over the years as a Google Ads expert, I've seen firsthand how regular audits uncover hidden budget leaks and highlight what's genuinely working. Yet, surprisingly, most businesses don't audit their campaigns nearly enough. Today, I'm going to walk you through the exact Google Ads audit steps I use with my clients. By the end of this episode, you'll know precisely how to stop wasting money and start getting better results from your Google Ads. Let's jump straight in. First up: check your most important metrics and keep an eye on Quality Score. Metrics like click-through rate, conversion rate, and cost-per-click directly impact your Quality Score. A higher Quality Score means better ad placements and lower costs—it's a win-win. If you're seeing high CPCs or disappointing ROI, your Quality Score probably needs attention. To check it, head to your Google Ads dashboard, navigate to "Audiences, keywords, and content," then "Search keywords," and add the "Quality Score" column. If it’s too low, then you have some work to do to improve that. But improving Quality Score is a big task and beyond the scope of today’s podcast. You can head to my website or read our blog to learn more about it. Next, triple-check your targeting. Proper targeting ensures your ads reach the right people, boosting qualified clicks and conversions. "But Claire, I've already set my audience. Do I really need to revisit it?" Absolutely. Audience behaviors, market trends, and even your business goals evolve. Regularly reviewing your targeting ensures your ads stay relevant. Plus, Google frequently introduces new targeting options like Affinity audiences—so keep an eye out. Third, analyze and update your keywords. Keywords are the backbone of your PPC campaigns. The right keywords connect you with potential customers, while negative keywords prevent your ads from showing up in irrelevant searches. For example, if you're selling premium shoes, target keywords like "luxury shoes" and exclude terms like "cheap shoes." Regular keyword analysis ensures your budget isn't wasted on irrelevant clicks. Fourth, check your ad groups and messaging. Properly structured ad groups allow you to craft targeted messaging for different audience segments. This boosts relevance, engagement, and—yes—your Quality Score. Group related keywords together and craft ad copy that speaks directly to those themes. Fifth, evaluate your bidding strategies and budget distribution. Smart bidding and savvy budget allocation maximize your ad spend efficiency. Understand typical industry costs and how much you earn per lead. Regularly review your bidding strategies to ensure they're aligned with your campaign objectives, and always adjust your budget distribution based on performance data. Sixth, audit and edit your PPC content. Audience preferences change rapidly. Regularly reviewing and refreshing your ad content ensures it remains impactful. And don't forget your landing pages—they must align perfectly with your ad messaging. Seventh, check your conversion tracking. If you've followed me for a while, you know I'm always stressing this. Clicks alone don't tell the full story. Conversion tracking gives you the insights you need to make data-driven decisions and maximize your return on ad spend. Make sure Google is optimizing for the correct goals inside of your business so that artificial intelligence can work its magic. And don’t forget secondary goals too. Eighth, check and adjust your campaign settings. Proper settings ensure your ads reach the right audience at the right time and on the right devices. Adjust your ad schedule to match audience activity, optimize device preferences to match browsing habits, and fine-tune geographic targeting to reach your ideal customers. Ninth, conduct a period-over-period PPC audit. Comparing performance over different periods helps you spot trends and seasonal impacts. For example, noticing a spike in clicks on Fridays could lead you to adjust your ad scheduling accordingly. Regular period-over-period analysis reveals patterns that set the stage for better future performance. Now, let's talk about some common PPC audit mistakes I've seen repeatedly. One major issue is leaving Google's automatic recommendations turned on without oversight. I've audited accounts where Google's AI removed valuable keywords or changed bidding strategies without the client's knowledge, causing performance to plummet. Always maintain manual control over your campaigns—automation can help, but it needs your strategic oversight. Another common mistake is using overly broad keywords. Broad match keywords might seem like a good idea to attract more traffic, but they often lead to irrelevant clicks and wasted budget. Instead, focus on phrase match keywords that align closely with your audience's buying intent. I've also seen campaigns mistakenly running on Google's Display Network without realizing it. This means ads appear on random blogs, forums, and even mobile games—completely irrelevant placements that drain your budget. Always double-check your campaign settings to ensure you're only targeting the networks that make sense for your goals. And let's not forget about negative keywords. I've audited accounts where the lack of negative keywords led to ads showing for completely irrelevant searches, wasting thousands of pounds. Regularly updating your negative keyword list is essential to keep your ads focused and your budget efficient. Finally, let's address the myth of "set it and forget it." Google Ads isn't something you can set up once and leave running indefinitely. Constant monitoring, regular bid adjustments, and ongoing optimization are crucial for sustained success. Now, you might be wondering: "Claire, how often should I be doing PPC audits?" At a minimum, schedule audits every six months—think of it as routine maintenance. But if you're launching new products, experiencing market shifts, or seeing performance declines, audit immediately. I know this might feel overwhelming. Even a checklist can seem daunting when you're juggling everything else. But remember, you don't have to go it alone. Whether you need guidance or someone to handle it entirely, I'm here to help. Book a thirty-minute discovery call, and let's discuss how we can make PPC work for your business. Or, if you're committed to mastering Google Ads yourself, grab a copy of my best-selling Google Ads campaign setup book. It walks you through launching a profitable campaign in seven simple steps. That's all for today's episode of "Clicks & Clarity with Claire." If you found this helpful, please subscribe and leave a review. And remember, clarity leads to clicks, and the right clicks lead to customers. Until next time, this is Claire Jarrett reminding you: Don't let your PPC campaigns run unchecked. Audit regularly, optimize ruthlessly, and watch your business thrive. Goodbye for now!