Aviary Google Ads Optimization — Audit Findings & Implementation

Overview

As part of a multi-pronged rescue plan for the at-risk ^[1] account, a Google Ads audit was conducted and a set of implementation tasks assigned. The account had been missing lead targets, and Google Ads optimization was identified as one of four parallel workstreams to improve performance.

Sebastian Gant owns execution of the Google Ads tasks; Karly Oykhman owns the manual UI-only items.

Context

Aviary's contract is at risk due to missed lead generation targets. The finance industry audience they target uses email security bots that inflate open rates, obscuring true human engagement. Google Ads is one lever being pulled alongside a nurture campaign, LinkedIn outreach, and a website rebuild.

See: ^[2]

Audit Findings & Fixes

1. URL Corrections

• Issue: Final URLs on ads were misconfigured.
• Fix: Set correct final URLs across affected ad groups.
• Owner: Sebastian Gant (programmatic) / Karly Oykhman (manual UI tasks)

2. Business Name & Logo

• Issue: Business name and logo not linked to the ads.
• Fix: Link business name and logo assets to campaigns.
• Owner: Karly Oykhman

3. LinkedIn Overlay Assets

• Issue: LinkedIn ad overlays not yet added.
• Fix: Add LinkedIn overlays to relevant ad creative.
• Owner: Karly Oykhman

4. Credit Union Customer Match List

• Issue: Aviary's Credit Union contact segment not being used for targeting.
• Fix: Upload the "Credit Union" contact list to Google Ads as a Customer Match audience.
• Owner: Sebastian Gant
• Status: Pending upload

LinkedIn Ads Test

In addition to the audit fixes, the team identified LinkedIn Ads as a high-value channel to add to the ABM playbook. LinkedIn offers stronger engagement signals than email for the finance industry audience.

• Budget Request: Sebastian to request an additional $500 from Aviary to fund a LinkedIn ads test.
• Rationale: LinkedIn's targeting precision for financial services roles justifies the incremental spend as a low-risk test before committing to a larger budget.

Action Items

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]