Three search audits that stop budget leaking

Broad match without intent filters, brand cannibalisation and landing pages that do not match the query are the usual suspects. Volume looks healthy while CPA quietly climbs.

We rebuild query themes by intent, add negatives from search terms weekly, and separate brand from non-brand so efficiency is visible. Then we align ad copy and landers to the same promise the user searched for.

Watch impression share on converting themes, CPA by match type and the share of spend on queries that never convert. When those move the right way, scale is usually safe.