Findings by check
Rows R1 to R22, keyword text and match type as given. Smart Bidding yes or no is as you marked it per campaign.
Check 1: broad keywords in a campaign marked Smart Bidding no. Search - Vet Services uses Maximize clicks, which you marked Smart Bidding no. Google calls Smart Bidding critical when broad match is used.
| Row | Ad group | Keyword | Clicks | Cost | Conversions |
|---|---|---|---|---|---|
| R1 | Vet Clinic | vet near me | 88 | $141.20 | 3 |
| R4 | Vet Clinic | pinecrest vet | 12 | $9.60 | 2 |
| R5 | Vaccines | dog vaccines cost | 36 | $43.92 | 1 |
| R6 | Vaccines | cost dog vaccines | 14 | $16.94 | 0 |
| R9 | Dental | dog teeth cleaning | 27 | $37.80 | 1 |
| R11 | Dental | pet dental | 31 | $39.06 | 0 |
| R12 | Spay and Neuter | spay neuter | 24 | $28.80 | 0 |
| R14 | Spay and Neuter | cat spay | 17 | $19.55 | 0 |
Check 2: the same keyword in 2 or more match types in one ad group.
| Ad group | Keyword text | Rows | Match types | Cost | Conversions |
|---|---|---|---|---|---|
| Vet Clinic | vet near me | R1, R2 | broad, exact | $141.20, $72.16 | 3, 4 |
| Dental | dog teeth cleaning | R9, R10 | broad, phrase | $37.80, $15.62 | 1, 1 |
| Emergency Vet | emergency vet | R15, R16 | broad, exact | $192.00, $89.90 | 6, 3 |
| Poison | dog ate chocolate | R20, R21 | broad, phrase | $31.50, $10.36 | 0, 0 |
A broader type also reaches every search a narrower type reaches, so in each pair the broad or phrase row can match the same searches as its narrower twin.
Check 3: broad keywords in one ad group with the same words in a different order. Google treats these broad versions as duplicates.
| Ad group | Rows | Keywords | Cost | Conversions |
|---|---|---|---|---|
| Vaccines | R5, R6 | dog vaccines cost / cost dog vaccines | $43.92, $16.94 | 1, 0 |
| Emergency Vet | R17, R18 | 24 hour vet / vet 24 hour | $95.70, $27.50 | 2, 0 |
Match type totals
Totals by script, September 1 to September 30, 2026.
| Match type | Rows | Clicks | Cost | Conversions |
|---|---|---|---|---|
| broad | 12 | 377 | $683.57 | 15 |
| phrase | 5 | 74 | $123.83 | 4 |
| exact | 5 | 92 | $190.46 | 8 |
| Total | 22 | 543 | $997.86 | 27 |
Zero conversion rows
Rows with cost and 0 conversions in the date range.
| Row | Campaign | Keyword | Match type | Clicks | Cost |
|---|---|---|---|---|---|
| R3 | Search - Vet Services | "animal hospital" | phrase | 19 | $30.02 |
| R6 | Search - Vet Services | cost dog vaccines | broad | 14 | $16.94 |
| R8 | Search - Vet Services | [cat vaccines] | exact | 9 | $10.35 |
| R11 | Search - Vet Services | pet dental | broad | 31 | $39.06 |
| R12 | Search - Vet Services | spay neuter | broad | 24 | $28.80 |
| R14 | Search - Vet Services | cat spay | broad | 17 | $19.55 |
| R18 | Search - Emergency | vet 24 hour | broad | 10 | $27.50 |
| R20 | Search - Emergency | dog ate chocolate | broad | 21 | $31.50 |
| R21 | Search - Emergency | "dog ate chocolate" | phrase | 7 | $10.36 |
| R22 | Search - Emergency | [pet poison help] | exact | 5 | $6.85 |
These are 30 days on 22 rows; many rows have under 20 clicks. That is a small sample, so a zero here is not proof a keyword cannot book appointments.
Proposed changes (held)
| # | Finding | Proposed change | Status |
|---|---|---|---|
| 1 | Check 1, 8 broad rows in Search - Vet Services | Either move the campaign to a Smart Bidding strategy you pick, or switch these rows to phrase or exact. Your choice. | HELD |
| 2 | Check 2, vet near me (R1, R2) | Keep R2 exact; pause R1 broad only after you choose change 1 | HELD |
| 3 | Check 2, dog teeth cleaning (R9, R10) | Keep one row; pick broad or phrase after change 1 | HELD |
| 4 | Check 2, dog ate chocolate (R20, R21) | Keep one row; both have 0 conversions, so first decide if the ad group stays | HELD |
| 5 | Check 2, emergency vet (R15, R16) | No change proposed now: this campaign uses Smart Bidding and both rows convert; keep or merge is your call | HELD |
| 6 | Check 3, R5 and R6 | Pause R6 (cost dog vaccines), keep R5 | HELD |
| 7 | Check 3, R17 and R18 | Pause R18 (vet 24 hour), keep R17 | HELD |
| 8 | Zero conversion rows | Review the search terms behind each row before any pause; small sample | HELD |
Counts
| Item | Count |
|---|---|
| Rows checked | 22 |
| Check 1 rows | 8 |
| Check 2 groups | 4 |
| Check 3 pairs | 2 |
| Zero conversion rows | 10 |
| Proposed changes | 8 |
Questions for you
- For Search - Vet Services, do you want to keep Maximize clicks? That decides change 1 and the order of the rest.
- Do calls and booking form fills both count as conversions in these columns, or only one of them?
- Can you share the search terms report for the same dates, so the zero conversion rows can be judged on real searches?
Needs your decision
- Every proposed change above: HELD until you approve.