7 Things I Fix Immediately When Inheriting a Messy Google Ads Account

Most Google Ads accounts are not struggling because the business is weak. They struggle because the account was built without structure, without strategy, and without the ongoing maintenance needed to keep performance strong. When BRIW takes over an account, the first goal is always the same. Stop the money leaks fast, restore clean signals, and rebuild a foundation that creates predictable, profitable growth.

Here are the seven things we fix immediately the moment we inherit a messy Google Ads account.

1. Repair the campaign structure
   A weak structure is the number one cause of wasted spend. Most messy accounts lump dozens of unrelated keywords into the same campaign, creating a mix of different intents. We separate services, isolate high intent themes, and build clean ad groups that match exactly what customers are searching for. This instantly strengthens relevance and lowers cost per lead.

2. Tighten keyword targeting
   When we take over an account, broad match keywords are usually out of control. This leads to job seekers, informational searches, DIY videos, and irrelevant traffic eating up the budget. We immediately tighten match types, introduce clean keyword clusters, and eliminate anything that does not lead to real customers.

3. Add the negative keywords that should have been there years ago
   Most messy accounts are missing hundreds of essential negatives. We run a full search term sweep and identify the exact phrases draining money. Then we build a long term negative keyword system that protects the budget and improves lead quality.

4. Fix conversion tracking so Google stops optimizing toward the wrong signals
   Bad tracking destroys performance because Google learns from the wrong actions. We rebuild conversions, verify events, sync GA4 correctly, set up call tracking, and make sure the system only learns from real leads. Once Google receives clean signals, results improve quickly.

5. Rebuild ad copy so every message qualifies the right clicks
   Weak ads attract weak leads. When we inherit an account, we rewrite ads to match intent, highlight value, and repel the wrong searchers. We introduce strong headlines, problem solution messaging, trust signals, and clear calls to action. Better ads mean higher quality traffic and more booked jobs.

6. Fix the landing page experience
   Even perfect campaigns fail if the landing page does not match search intent. We check page speed, headline alignment, mobile layout, form placement, and credibility elements. Then we update or rebuild pages so every click has a clear path to conversion. This alone can cut cost per lead nearly in half.

7. Reallocate the budget to high value keywords
   Messy accounts almost always overspend on low intent searches and under invest in the keywords that drive profit. We move budget to the phrases that convert consistently, remove money pits, and structure the account so the best searches always receive priority. This creates faster, more consistent results.

How BRIW transforms a messy account into a growth engine
When these seven fixes are applied together, performance lifts quickly. Spend stops bleeding. CPC stabilizes. Conversion rates rise. And lead quality improves. This is the exact process BRIW uses to turn broken accounts into predictable revenue systems.

If your Google Ads performance has stalled, dropped, or never worked to begin with, we can run the same transformation for you. Reach out when you are ready, and we will show you exactly where your account is leaking money and how fast we can turn it around.