Deliverable
Waste Report (redacted example)
The Waste Report identifies where spend is leaking, what was fixed, and the guardrails used to prevent the same waste from returning.
Artifact
Trim phaseWaste Report (redacted)
Top waste themes
Est. wasted spend
[redacted]
Actions taken
Negative list + match guardrails
fail
Query theme: [redacted]
[redacted examples]
Add negatives + block theme
warn
Query theme: [redacted]
[redacted examples]
Split into separate ad group
What it includes
- Top waste themes by query and intent leakage.
- Estimated wasted spend with evidence.
- Fix log (negatives, match shifts, geo/keyword edits).
- Guardrails to prevent regression.
How it’s produced
- Audit search terms and settings for leakage.
- Group waste themes and quantify spend.
- Implement fixes and record changes.
- Document the new guardrails.
How clients use it
- Protect intent quality without slowing growth.
- Share a clear list of what was fixed and why.
- Maintain the negative keyword routine.
Why it reduces waste
It turns vague “waste” into a concrete list of actions, evidence, and guardrails so wasted spend doesn’t quietly return.