What to fix

National Lenders

Account 9418085200. Last 7 days ending 2026-09-18, read against 14 and 60 day baselines.

696
Spend, 7 days
599
Zero-conversion spend
0
Safe to cut now
4
Actions
Start here
  1. Verify conversion tracking before acting on anything else
  2. Investigate 3 keywords that stopped converting 599
  3. 1 high-spend keywords have a quality score of 4 or less 81
Back to the dashboard

Where are you showing up

What people actually searched, and what you were bidding on, over the last 7 days by spend.

Search terms

Search termCampaignMatchCostClicksConv
cpi insuranceNL - Search - Non-Brand182160
collateral protection insuranceNL - Search - Non-Brand132110
cpi insurance coverageNL - Search - Non-Brand2320
collateral damage insuranceNL - Search - Non-Brand1110
cpi coverageNL - Search - Non-Brand1010
cpi collateral protection insuranceNL - Search - Non-Brand610

Keywords

KeywordMatchCostClicksCPCConv
collateral protection insuranceExact4033511.500
collateral protection insurance providerPhrase106911.820
buy here pay here insurancePhrase90712.910
cpi for bhph dealersPhrase13113.470

What is wasting spend

Everything that took money in the last 7 days and returned no conversions. Total: 599 of 696 spent.

Search terms with no conversions

Terms marked UNRELATED share no meaningful word with any keyword in the account, which makes them the safest to negative. Brand terms are excluded here on purpose: brand traffic converting at zero is a tracking question, not a waste question.

No zero-conversion search terms above the reporting threshold.

Keywords that have never converted

None.

Keywords that stopped converting

These worked over 60 days and produce nothing now. Treat as a diagnosis, not a cut list.

KeywordConv 60dConv 7dCost 7d
collateral protection insurance170403
collateral protection insurance provider10106
buy here pay here insurance1090

How do we fix it

Ranked by the money involved. Each item says how confident the data makes us and what would make it wrong. Nothing here has been applied: this system is read only and never changes an account.

1. Verify conversion tracking before acting on anything else

high  

This account looks like it may have stopped reporting conversions rather than stopped producing them: 86% of the last 7 days of spend is on keywords that converted over the last 60 days and have converted nothing since. Cutting keywords on the strength of a measurement failure is expensive and hard to undo. Check the conversion actions, the tag, and any offline or call imports first.

cpi insurance (16 clicks, 182 spend, 0 conv), collateral protection insurance (11 clicks, 132 spend, 0 conv), cpi insurance coverage (2 clicks, 23 spend, 0 conv), collateral damage insurance (1 clicks, 11 spend, 0 conv), cpi coverage (1 clicks, 10 spend, 0 conv), cpi collateral protection insurance (1 clicks, 6 spend, 0 conv)
If tracking checks out, the items below stand as written.

2. Investigate 3 keywords that stopped converting

low 599

These converted over the last 60 days and have produced nothing in the last 7 while still spending. Something changed: landing page, competition, tracking, or intent. Do not pause these before finding out which.

collateral protection insurance (17 conv in 60d), collateral protection insurance provider (1 conv in 60d), buy here pay here insurance (1 conv in 60d)
Conversions may be under-counted if this client takes calls through CallRail and those calls are not imported into Google Ads. Check before pausing anything.

3. 1 high-spend keywords have a quality score of 4 or less

medium 81

Low quality score means paying a premium per click for worse positions. Usually ad relevance or landing page experience.

collateral protection insurance (QS 3)
The recoverable figure assumes a typical CPC improvement, it is not measured.

4. Ad rank is the constraint on NL - PMax - CPI & F&I

medium  

Losing 90% of impression share to rank, not budget. That is bid, ad relevance or landing page quality, and no amount of extra budget fixes it.

Is this sudden or gradual

The 60 day column is this account's normal. Red means the shorter window is worse than that normal. A row that worsens steadily left to right is drift, not a break.

Metric60d14d7d
Spend per day12910799
Conversions per day0.670.570.29
CPA194.08186.63347.94
CPC5.387.747.10
CTR %2.166.615.74

What was changed on the account

Every change in the last 25 days, grouped by day and kind. If the trip lines up with something here, that is the first suspect.

2026-09-18Campaign Budget update ×2 by guilherme amountMicros
2026-09-17Campaign Budget update ×2 by guilherme amountMicros
2026-09-16Campaign Budget update ×2 by guilherme amountMicros
2026-09-15Campaign Criterion create ×7 by guilherme brandList.sharedSet, campaign, criterionId, keyword.matchType, keyword.text, negative
2026-09-14Campaign Budget update ×2 by guilherme amountMicros
2026-09-11Campaign Budget update ×2 by guilherme amountMicros
2026-09-10Campaign Criterion create ×2 by guilherme campaign, criterionId, keyword.matchType, keyword.text, negative, resourceName
2026-09-08Campaign Budget update ×2 by guilherme amountMicros
2026-09-07Campaign Budget update ×2 by guilherme amountMicros
2026-09-04Ad Group Criterion update ×1 by guilherme status
2026-09-04Campaign Budget update ×2 by guilherme amountMicros
2026-09-02Campaign Budget update ×2 by guilherme amountMicros
2026-09-01Campaign Budget update ×1 by guilherme amountMicros

How to read this

Conversions are given 2 days to settle, so metrics end 2026-09-18 rather than yesterday. Change history runs to today, because changes need no settling.

A zero-conversion keyword is not proof of a bad keyword. If this client takes calls through CallRail and those calls are not imported into Google Ads, real conversions will be missing from every number on this page.

Read only. Nothing here has been applied to the account.