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The short answer
A campaign that spent with no conversion at all is flagged only once zero is unlikely to be bad luck. Oppy needs enough clicks for your account's conversion rate and spend well past its waste bar, read over recent weeks.
Why it matters
A campaign with no conversion is a bigger conversation than a keyword with none. Pausing a keyword is a click; telling someone a campaign does not work is a decision about part of their business. So the evidence has to be stronger.
It is also the finding most often called too early. Twenty clicks with nothing can easily be chance on an account that converts at 3%. Calling it waste then teaches people to distrust every number after it.
How Oppy decides
The check uses two bars set from the account's own numbers.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Spend |
| What it reads | Campaigns, their settings and their results |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns and set the date range to the last 30 days.
- Add the Clicks, Cost, Conversions and Cost / conv. columns, and filter on Conversions = 0.
- For each campaign left, work out how many clicks your account's conversion rate needs before zero means something: the lower the rate, the more clicks.
- Compare its cost with what a conversion should cost you. Only a campaign that spent several times that, with enough clicks, is a real finding.
What to do about it
Before pausing anything, check that conversions can actually be recorded from this campaign: the landing page has the form or phone number the account counts, and the conversion action is primary and firing.
If tracking is fine, read the campaign's search terms and placements. The cause is usually traffic that does not match the offer. Narrow it, or move the budget to a campaign that converts, rather than raising bids to find conversions that are not there.
Terms on this page
Other checks in this area
The checks next to this one in Wasted spend, each with its own page.