Wasted Spend Triage Before Renewal Conversations (Retention)

Wasted Spend Triage Before Renewal Conversations (Retention)

1. 01

   Pull a 90-day spend and conversion export for every account inside 45 days of renewal

   Segment by campaign type so search, shopping, and social waste are not averaged into one blended cost-per-acquisition figure that hides the problem.

2. 02

   Flag campaigns spending above 20% of account budget with zero conversions in the trailing 30 days

   Adzooma-style audit dashboards surface disapproved ads and broken tracking in the same pass, which prevents you from blaming targeting for what is actually a measurement failure.

3. 03

   Reconcile platform-reported conversions against the client's own CRM or checkout data

   A gap wider than 15% usually means duplicate conversion actions or a tag firing on page load rather than on the thank-you event.

4. 04

   Score each account against a fixed best-practice set and record the score before any changes ship

   TrueClicks scores accounts against 100+ checks, and a stored baseline lets you show the client movement at the next review instead of asserting improvement.

5. 05

   Rebuild the audience and keyword layer where match types have drifted broad

   KeywordSearch-style audience generation from a plain business description is faster than manual research, but a human still has to reject the irrelevant themes before syncing to Google Ads.

6. 06

   Write a one-page waste memo naming the dollar figure, the cause, and the fix already applied

   Clients renew on evidence of recovered budget, not on activity logs. Lead with the recovered amount and the date it was recovered.

7. 07

   Book the renewal call within five business days of the memo landing

   Separating the diagnostic from the commercial ask keeps the conversation about account health rather than about your retainer.