Google Ads audit · boldsign

Headline

The BoldSign Google Ads account (boldsign.com, 1266231717, USD) spent $177,119.53 from 2026-10-15 to 2026-11-11. That is 4.15% more than the prior 28 days ($170,056.32), and it bought 2,589.75 conversions, up from 1,645.73. All of those conversions are raw sign-ups (complete_new_signup). The CRM import of first_payment is still failing: only 2 of 100,003 uploaded events were accepted, with the error CUSTOMER_NOT_ENABLED_ENHANCED_CONVERSIONS_FOR_LEADS. So no campaign can bid on paying customers.

Targeting hygiene is good: geo is set to Presence, Search Partners and Display are off, brand negatives are in place (including on US - HubSpot integration), and no ads are disapproved. The gaps are:

• Ad copy with hard-coded prices and claims nobody has sourced.
• Missing job and course negatives.
• About $37.6k of non-brand spend landing on the home page.

Score

47 / 100: 7 of the 15 checked items passed. A warn counts as not passed, and 1 item was not checked.

• Pass: 7 | Warn: 4 | Fail: 4 | n/a: 0 | Not checked: 1

Top 3 actions

1. Fix the offline conversion import (B4). Enable enhanced conversions for leads, or switch the first_payment upload to click-ID only. Then re-run the upload and confirm the success rate. Owner: sales ops and the paid search lead.
2. Bid on paying customers, not sign-ups (B3, B5). Once B4 works, make CONVERTED_LEAD (first_payment) biddable and primary, and keep sign-ups secondary. Then set separate targets for API and web-app campaigns.
3. Clean up ad claims (C4). Remove "$15/month", "at $15", "Save 60%", "Rated 4.7/5 on G2", "Top-rated", "1,500+ Built-In Features", "50,000+ businesses" and "120+ countries" unless product marketing can source them. Link to the pricing page instead of quoting prices.

Findings

Ads account audit: boldsign, boldsign.com (1266231717), 2026-11-12

Period: 2026-10-15 to 2026-11-11 (28 days), compared with 2026-09-17 to 2026-10-14 | Run by: Claude

Score

• Pass: 7 | Fail: 4 | n/a: 0 (also Warn: 4, Not checked: 1)

Proposed changes (need human approval before applying)

See "Proposed changes (need approval)" below.

Remember to add these results to the team's shared results log (location TBD).

Not checked

• A6 Audience Network (Microsoft Ads): no Microsoft Ads data source was connected. The Microsoft Ads half of B1 was not checked for the same reason.
• B4, form click-ID capture: the Google Ads API can't show whether GCLID, GBRAID and WBRAID are stored on forms. That needs a CRM or form check.
• C2, website buyer-fit audit: not run. It is a separate skill.
• C1 and C4 are based on the 4 highest-spend RSAs, not every ad.
• B2, PMax search-term insights: not pulled.
• A2 and A4, paused campaigns: network and geo settings were not re-checked this run. Only enabled campaigns with spend were audited.
• Date range: the checklist default is 90 days compared with the prior 90. This run used the 28-day range pbmaintain supplied.
• Waste estimate: ads.wasted_spend_est is null. Account data alone can't separate wasted spend from competitor-research spend that simply hasn't converted yet.

Proposed changes (need approval)

None of these has been applied. Each one needs approval from the paid search lead in chat.

1. Conversion settings and the first_payment upload: 2 of 100,003 events accepted → enable enhanced conversions for leads, or change to a click-ID-only upload, then re-run. Reason: B4.
2. Account conversion goals: only SIGNUP is biddable → make CONVERTED_LEAD (first_payment) biddable and primary, and keep SIGNUP secondary. Do this after change 1 is confirmed. Reason: B3.
3. RSA copy (ads 708716116291, 708525348221, 812713481426, 784691674286 and similar): hard-coded "$15" prices and unsourced savings, rating, feature-count, customer-count and country claims → remove them or replace them with sourced copy, and link to the pricing page. Reason: C4.
4. "Common phrase negatives" shared list: course, courses, jobs, salary, internship and torrent are missing, and "crack" is only an exact negative on one list → add them all as phrase negatives. Reason: A3.
5. "free" phrase negative: the paid search lead decides whether to keep it, given the free trial. Reason: A3.
6. WebApp ad groups in US - Non-API, UK and US - Non-API - PaidOpt: final URL is https://boldsign.com/ → point them to a category page such as /best-esignature-software/, or run an experiment. Reason: C2.
7. AUS - Non-API: broad keywords match promo-code and non-English queries → add negatives (codigo, promocional, firmar, avancee, autosignature) and consider phrase match for "cheap e signature software". Reason: A1.
8. US - API, AUS - Non-API and UK: competitor brand and pricing queries (signwell, verdocs, docusign pricing, docusign api pricing) → add negatives, or move them to competitor ad groups. Reason: A5.
9. Bid targets: all campaigns use the same sign-up goal with no targets → set separate CPA or value targets for API and web-app campaigns once change 2 is live. Reason: B5.

Data sources

• Google Ads API through the google-ads MCP server (run_gaql, read-only), customer 1266231717 "boldsign.com", currency USD, time zone America/New_York. Queried on 2026-11-12.
• Resources queried: customer, campaign, conversion_action, customer_conversion_goal, offline_conversion_upload_client_summary, recommendation_subscription, change_event, shared_set, shared_criterion, campaign_shared_set, campaign_criterion, keyword_view, search_term_view and ad_group_ad.
• Raw exports in raw/: campaigns.csv, account_and_conversions.json, negatives.csv, keywords_broad.csv, search_terms.csv, ads_landing_pages.csv and ad_copy_sample.json. Costs are in micros, as the API returns them. Dollar figures here are micros ÷ 1,000,000. Cost per conversion is cost ÷ conversions, rounded to cents.
• Checklist: demand-gen/paid/ads-account-audit.md.