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For many business owners, getting more sales while spending less on Google Ads feels like chasing the holy grail.

But the truth is, with the right audit process and a properly structured account, it’s possible to increase conversions without increasing ad spend.

In fact, in one account I managed, we increased revenue by 25% in just 30 days—all without adding a single dollar to the budget.

Here’s the process you can follow.

Step 1: Audit Your Current Google Ads Account

The first step is to review your account with a clear, structured audit. Look at:

• Targeting of locations – are you wasting spend outside your service area?

• Conversion tracking – are you measuring what matters, or just micro-conversions?

• Auto-apply settings – is Google making changes that don’t align with your strategy?

You also want to check for:

• What’s working vs. what’s not working.

• Duplicate targeting (two campaigns competing for the same keywords or products).

• Brand vs. non-brand overlap (these should be segmented, not blended).

• Drops in performance – if you notice big swings not tied to seasonality, review your change history. Sometimes over-optimisation is the hidden culprit.

Step 2: Build a Change List

Once the audit is complete, create a list of changes to implement.

At Define Digital Academy, we use a triage system to prioritise changes. This helps us:

• Identify urgent issues draining budget.

• Highlight high-impact opportunities to test.

• Track progress and ensure nothing is missed.

Think of it as a checklist that you can tick off, while keeping a record of what still needs attention.

Step 3: Deep Dive into Performance Data

A proper review goes beyond surface-level clicks. Look at your data across different time frames:

• 90-day overview – spot long-term trends.

• Campaign-level performance – identify high and low performers.

• Search terms and products – check for duplication or wasted spend.

• Change history – confirm whether recent optimisations helped or hurt results.

This approach prevents knee-jerk reactions and ensures you’re building on strong data.

Step 4: Implement & Track Results

With the audit insights and change list in hand, you can begin implementing improvements.

By systematically fixing targeting, cleaning up overlaps, and tightening your conversion data, you’ll start to see higher-quality traffic and more efficient ad spend.

✅ In the case study I mentioned earlier, these steps led to a 25% revenue lift in just 30 days with the same budget.

Final Takeaway

Getting more sales from less ad spend isn’t about hacking Google Ads—it’s about:

1. Auditing your account properly.

2. Eliminating wasted spend.

3. Prioritising changes with a structured process.

4. Tracking results and iterating.

👉 Want help applying this process to your business? Fill out our Help with Google Ads form and let’s increase your sales without increasing your budget.

Have a great week,

Aaron

• Monday 6th October, 8pm AEST: More Sales with Less Ad Spend Using Google Ads
• Wednesday 8th October, 8pm AEST: Navigating the Google Ads Dashboard
  
  

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