Google Ads Audit of a Lock Store on Prom: The Ads Learn from Junk Data

This is a strategic audit. I don’t go through individual campaign settings here, because nobody has done anything in the account for a long time: the campaigns live their own life and are fading out. When the problem is in the data the algorithm learns from, there’s no point in reviewing bids and creatives.

Google Ads account audit — lock store

Contents

1. Goals: what Google considers a sale
2. How to fix it: CRM → Google Ads
3. Margin instead of revenue
4. 3,247 reviews Google doesn’t see
5. “Remarketing” and “cold” that don’t exist
6. Target CPA on products with different prices
7. Everything in one pot
8. Even without a CRM it could have been done better
9. Audit summary
10. FAQ

Goals: what Google considers a sale

I start every audit with conversion tracking. If there’s a problem here, optimizing anything else is pointless. This is exactly such a case.

The account has three goals: call, callback and purchase. Google receives them as equal signals and looks for people similar to those who completed them.

So a “purchase” here isn’t money in the till. And a call says nothing about a sale at all. You tell the system: “Here are our leads, find more like them.” And it finds more like them, including those who don’t pick up their parcels.

This is dirty data. And the ads learn from it.

How to fix it: CRM → Google Ads

The store already has a Binotel + Prom + KeyCRM stack. I work with this stack, and I’ve already built similar integrations — for example, in the case with offline conversions from a CRM.

What gets done:

1. KeyCRM integration with Google Ads.
2. Only orders that reached the “Sale” status are sent to the system, with the real amount.
3. Campaigns switch to the new goal and learn from actual sales.

Then Google gets a clear signal: this person bought for this amount.

Margin instead of revenue

If KeyCRM records gross margin, it should also be sent to Google Ads, and the ads should be optimized for margin.

Example: there’s a lock for UAH 1,000 ($22) with a 10% margin and a lock for UAH 1,000 ($22) with a 50% margin. When optimizing for revenue, Google doesn’t care which one to sell. For it, both are the same UAH 1,000. When optimizing for margin, it does care: it goes where you earn more.

So, the first two points without which you shouldn’t expect anything sensible from the ads:

• CRM integration with Google Ads;
• sending margin.

Right now, neither is in place.

3,247 reviews Google doesn’t see

The website has more than 3,247 reviews. That’s serious social proof that the store can be trusted. And right now it isn’t used in the ads at all.

There’s a free Google program, “Product Ratings”: stars with a rating are shown next to the product right in the ads, like on big marketplaces. Prom has no standard feature for this. You need to link the website data with the product feed and build a separate reviews feed. I have my own solution specifically for Prom. I described how it works in detail here:

Merchant CenterGoogle Shopping Product Ratings for Prom.ua stores: how to enable the starsProm.ua has no “Product Ratings” program for Google Shopping. My own solution: how to get stars and reviews in the results, how long it takes and what it gives.Oct 7, 2026Read

“Remarketing” and “cold” that don’t exist

The Performance Max campaigns here are named “Remarketing” and “Cold”. The names alone show that whoever set them up doesn’t understand how PMax works.

In “remarketing”, the audience signals contain your website data. But that’s not remarketing. It’s just a signal, a hint for the algorithm. Google can ignore it and go far beyond it. Splitting PMax by signals is junior-agency level.

Google’s logic here is different: if campaigns share one goal, they should be merged as much as possible so that one campaign gets as many signals as possible. Only then can it be run properly on Target ROAS or Target CPA.

Target CPA on products with different prices

The campaign named “Max all products — cheap product” uses a Target CPA strategy. That’s a strategy for lead generation or for stores where products cost roughly the same. Here prices differ, so Target CPA is inappropriate: the system “values” the sale of a cheap and an expensive product equally.

Everything in one pot

The campaigns run all products in a row: a disc frying pan, a fire pit, a grill grate and locks. These are different audiences. They can’t be mixed.

How it should be:

• products are segmented;
• priorities are set: higher margin, popularity, sales history, i.e. what definitely sells;
• the priorities get the focus.

Right now Google decides on its own what to sell. Such a system is as uncontrollable as it gets. It needs to be made controllable, and campaigns should be split by your business logic, not by signals.

Even without a CRM it could have been done better

If you use purchases without a CRM integration, at least send them directly from the website to Google Ads, not through intermediaries. On Prom this is set up quickly: you generate the code in the account and create a new goal. The data is more accurate, the learning conditions are better. This isn’t done here either, although on Prom it’s a matter of a few minutes.

Audit summary

There are problems, and they are critical. But everything can be fixed. You have to start with the data.

03 — AuditGoogle Ads account auditI find where the budget leaks: structure, bidding, keywords, conversion tracking, website.from $50Learn more

Similar data problems in another audit: a household chemicals store with ROAS 1.65 at a 50% margin.