Nine times out of ten when we audit a Pune account with runaway costs, it’s one of three things: broad match keywords pulling in irrelevant searches, no negative keyword list at all, or a Quality Score problem where Google is charging a premium because the landing page doesn’t match the ad. Competitive Pune categories like real estate, healthcare, and legal services also see cost-per-click creep up simply because more agencies are bidding on the same handful of terms.
We start every account audit under our Google Ads management service by pulling the search terms report first, since that’s usually where the leak is hiding. It’s the same diagnostic we walk through in our Google Ads cost breakdown for Pune businesses.
The search terms report is the most under-used tab in Google Ads. We’ve taken over accounts where 40% of the budget was being spent on searches that had nothing to do with the client’s business, simply because nobody had checked it in months.
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