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The CLOSE Audit: the 5-pass lead-quality walkthrough I run before I touch a service-business account (2026 edition)
Smart Bidding finds you more of whatever signal you feed it. Most service businesses feed it raw form-fills and wonder why the leads are junk. The named audit I run before any campaign change on a service-business account.
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The Click Text Trigger Trap (Why I Rebuilt My Own Tracking Last Week)
Most GTM setups fire conversions when someone clicks a button labeled 'Book a call.' Change the button copy and tracking dies, silently. Here's the audit and rebuild on my own site.
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The $32.99 order that reported as $148.95 (the Customer Lifecycle Value setting that inflates Google Ads revenue)
A Shopify client's $32.99 order showed up in Google Ads as $148.95. The dataLayer was clean. The cause was a Google Ads setting most agencies leave on by default.
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The STACK Audit: the 5-layer pass I run before I touch a single bid (2026 edition)
An inherited Shopify tracking stack, $40K/mo through Google Ads, six months in, and seven things broken. The named audit I run on every account before I move a budget dollar.
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Max Clicks, 0 conversions: the bot-traffic pattern I see in 7 of 10 audits
An account I audited had zero conversions and a Max Clicks bid strategy. Microsoft Clarity replayed 5-second sessions with no scrolls and no interaction. Bots. The pattern is everywhere.
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The five reasons Google Ads throws 'No recent enhanced conversions' (and the one that actually matters)
The yellow 'No recent enhanced conversions' alert in Google Ads has five common causes. Four are noise. One quietly costs you bidding signal for months.
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I switched a law firm off Max Clicks last quarter. Same spend, 72% qualified leads instead of 38%.
Smart Bidding optimizes against the signal you give it. Most service-business accounts give it the wrong one. The full rebuild that took qualified-lead share from 38% to 72% on the same $14K/mo media spend.
Want one of these on your account?
One strategy call. Direct. No account managers.
Thirty minutes on the phone. Bring the account, the goals, the story. Walk out with a clear set of next steps.