Google ads funnel

Google Ads Funnel Audit

Clicks are only the start. This skill audits everything that happens after the click: whether the landing page is built to convert, whether the page keeps the promise the ad made, and whether conversion tracking is actually counting the right things. A great campaign sending traffic to a weak page or into broken tracking burns budget and lies to your bidding model.

When to use

Reach for this skill when:

• A campaign has healthy impressions and clicks but a low conversion rate, high CPA, or weak ROAS, and you need to know whether the problem is the traffic or the post-click experience.
• Quality Score or Landing Page Experience is rated average or below average.
• Someone wants a landing page reviewed before launching paid traffic to it.
• Conversion numbers look wrong, do not match GA4, or you suspect double counting, a pageview is set as a primary conversion, or Enhanced Conversions is off.
• You are validating a new account's tracking before spending money.

If the problem is upstream of the click (keywords, bids, ad copy), use the audit, bidding, or ad-copy skills instead. This skill starts at the click.

Workflow

1. Diagnose where the drop-off is. Run python3 scripts/funnel_drop_analyzer.py --demo to see the format, then feed real step counts (impressions, clicks, landing views, engaged, leads, conversions) via --steps steps.json or --stdin. The worst step by absolute loss is the highest revenue-impact fix. If most loss is at impression-to-click, the problem is upstream (ads/keywords); if loss is concentrated after the click, continue with this skill.

2. Audit the landing page. Run python3 scripts/landing_page_audit.py --url https://... (or --file page.html, or --demo). The weighted 0-100 score is a proxy for Google's Landing Page Experience rating. A weak score predicts a low Quality Score, higher CPC, and lower Ad Rank. Use the score to anchor the audit and the category flags to seed Quick Wins. See references/landing-page-cro.md.

3. Check ad-to-page message match. For each top-spending ad group, line up the query intent, the ad headline, and the page H1. Score the five match dimensions in references/message-match.md. Broken scent is usually the biggest single lever on both conversion rate and Quality Score.

4. Validate conversion tracking. Run python3 scripts/conversion_tracking_checker.py --demo to see the schema, then audit the real setup with --config config.json. It returns severity-ranked gaps with fixes and specifically flags pageview-as-primary, Enhanced Conversions off, duplicate counting (GA4 import plus a Google Ads tag), auto-tagging/gclid off, missing Consent Mode v2 in EEA/UK, last-click attribution, and short conversion windows. See references/conversion-tracking.md. Treat critical findings as blocking: fix tracking before trusting any other number.

5. Assemble the output. Lead with the tracking trust score (a broken tracker invalidates everything downstream), then the landing-page score, then message-match findings. Organize recommendations as Quick Wins -> High-Impact -> Test Ideas, each tied to its dimension and expected effect on conversion rate or Quality Score.

Inputs and data sources

The skill runs standalone: paste page HTML or a URL, paste funnel step counts, or hand-write the tracking-config JSON. No live integration is required.

Optional sources that sharpen the audit:

• Google Ads API / UI for real conversion-action settings, Quality Score components, and campaign-level CPA/ROAS.
• GA4 for funnel step counts, key events, and the import that feeds Google Ads conversions.
• Search Console / PageSpeed Insights (CrUX) for field Core Web Vitals on the landing page.

Outputs

• A post-click funnel breakdown with the worst step and the highest-impact fix.
• A 0-100 Landing Page Experience proxy score with weighted category scores and prioritized Quick Wins.
• A message-match assessment per top ad group.
• A conversion-tracking trust score with a severity-ranked, fix-by-fix gap list.
• A consolidated Quick Wins -> High-Impact -> Test Ideas recommendation list.

References

• references/landing-page-cro.md - the 7-dimension landing-page audit, paid- traffic rules (single CTA, no nav, low-friction forms), and Core Web Vitals thresholds and fixes.
• references/message-match.md - the query-to-ad-to-page scent chain, the five match dimensions, and how match lifts Quality Score.
• references/conversion-tracking.md - Google Ads conversion setup: primary vs secondary actions, Enhanced Conversions, GA4 import vs tag, auto-tagging, data-driven vs last-click attribution, conversion windows, and Consent Mode v2.