🚨 Google Ads Audit: ezyWill

ACTION 1: Fix Conversion Tracking (HIGHEST PRIORITY)

Option A: Diagnose GA4 Import

1. Go to Google Ads → Goals → Conversions → Summary
2. Click on ezywill (web) user_signed_up
3. Check "Last Recorded Conversion" date
4. If it says "No conversions recorded" → GA4 import is broken
5. Go to GA4 → Admin → Google Ads Links
6. Verify link status is "Active" and conversion events are selected for export
7. Check import settings: "Include conversions from Google Analytics" should be ON

Option B: Use GTM Tags Instead (Recommended)

Since you already have GTM conversion tags set up (ezyWill — Sign Up, etc.), let's make sure they're firing:

1. Go to GTM → Preview Mode
2. Open app.ezywill.com.au in the preview window
3. Complete signup flow
4. Check GTM debugger: did user_signed_up dataLayer event fire?
5. Check GTM debugger: did ezyWill — Sign Up tag fire?
6. If NO → fix the trigger (should fire on dataLayer event = user_signed_up)
7. If YES but still 0 conversions in Ads → check cross-domain tracking (ACTION 3)

Option C: Test Cross-Domain Tracking

1. Click one of your live ads from Google search
2. Look at the URL when you land on ezywill.com.au — does it have ?gclid=...?
3. Click "Start Your Will" or similar CTA that goes to app.ezywill.com.au
4. Check new URL — does it have ?_gl=... linker parameter?
5. If NO → enable cross-domain tracking in GTM:
   • GTM → GA4 Config tag → More Settings → Fields to Set
   • Add: linker → { domains: ['ezywill.com.au', 'app.ezywill.com.au'] }

ACTION 2: Add Negative Keywords (URGENT)

Add these negative keywords at the CAMPAIGN level for all search campaigns:

free
template
templates
download
pdf
print
printable
government
diy
sample
form
forms
example
lawyer
solicitor
attorney
lawyers
legal aid
pro bono
charity
public trustee
jobs
job
careers
career
courses
course
training

Steps:

1. Go to Google Ads → Keywords → Negative Keywords
2. Click "+" button → Add negative keyword list
3. Name: "ezyWill — Negative Keywords — Global"
4. Paste all keywords above
5. Match type: PHRASE
6. Apply list to ALL search campaigns

Expected Impact: Cut wasted spend by ~60% = save ~$203/month

ACTION 3: Pause or Fix Low QS Keywords

For each keyword with QS ≤ 3:

Option A: Pause Immediately (Quick Fix)

• Pause: cost of making a will (QS 1), online will australia (QS 2), make a will online (QS 2), cheapest online will australia (QS 2), mirror wills australia (QS 1)
• This stops the 250-400% CPC penalty immediately

Option B: Fix Landing Page & Ad Copy (Long-term)

For "online will australia" (QS 2):

1. Check landing page: Does it mention "online will" + "Australia" prominently in H1?
2. Check ad copy: Does headline include exact phrase "Online Will Australia"?
3. If NO → rewrite ad with keyword in headline
4. If landing page is generic homepage → create dedicated landing page for "online will" searches

ACTION 4: Unpause Brand Campaign

Brand campaigns have the highest ROI (people already know you). Unpause immediately:

1. Unpause ezyWill | Brand campaign
2. Set budget: $5/day (low spend, high conversion rate)
3. Ensure brand keywords are active: ezywill, ezy will, ezywill.com.au, ezywill review, ezywill login
4. Monitor for 7 days

ACTION 5: Review Why PMax & Display Were Paused

Before keeping them paused:

• Performance Max: 121 clicks for $92.70 = $0.77 CPC (GOOD!). Why pause? If it was paused due to "no conversions," that's a tracking issue (ACTION 1), not a PMax issue.
• Display Retargeting: 70 clicks for $43.38 = $0.62 CPC. Retargeting is typically highest ROI because users already visited your site.

Recommendation: Keep paused UNTIL conversion tracking is fixed (ACTION 1). Once tracking works, unpause PMax first (best for scale), then Display retargeting.