Google Ads Audit & WP Rocket Fix — AHS (2026-03-11)

Overview

During the weekly performance call on 2026-03-11, Mark ran a live demo of the agentic AI audit tool (^[1]) against the Advanced Health & Safety (AHS) Google Ads account. The audit uncovered a critical conversion tracking failure caused by a WP Rocket configuration conflict with Google Tag Manager — and fixed it automatically. Several additional structural issues were identified.

Source meeting: ^[2]

Critical Issue: WP Rocket Blocking Google Tag Manager

Root Cause

WP Rocket's "Delay JavaScript Execution" feature was enabled on the AHS website without excluding Google Tag Manager from the delay list. This caused GTM to load too late (or not at all) on page interactions, silently breaking all form submission tracking.

Symptom: Zero form submission conversions recorded in the last 30 days.

Resolution

The AI tool logged into the AHS WordPress admin directly, navigated to the WP Rocket settings, and added Google Tag Manager to the exclusion list. Cache was cleared after the fix.

"It's going into the website and it's fixing this WP Rocket issue... it logged into Google Search Console, Google Analytics, Google Ads, and now it's logging into the website. And it's doing all of this on its own." — Mark Hope

Status: Fixed in-session on 2026-03-11.

⚠️ Note for future audits: WP Rocket delayed JS conflicts with GTM are a recurring issue across client sites. See ^[3] for the standard fix pattern.

Additional Audit Findings

Conversion Action Configuration

• 8 of 9 conversion actions were marked as Primary, diluting the bidding signal sent to Google's Smart Bidding algorithms.
• Google optimizes toward Primary conversion actions; having too many marked primary means the algorithm has no clear signal about what actually matters.
• Recommended fix: Demote non-essential conversions to Secondary, keeping only the 1–2 actions that represent genuine leads (e.g., form submission, phone call).

DSA Campaign — Irrelevant Query Matching

• The Dynamic Search Ads (DSA) campaign targeting asbestos-related services was matching on wildly off-topic queries including "mold killer" and "water restoration".
• This indicates insufficient negative keyword coverage on the DSA campaign and/or overly broad page feed targeting.
• Recommended fix: Add negative keywords to the DSA campaign; review and tighten the page feed or URL targets.

Display Campaign Budget Consumption

• The display campaign was consuming 38% of total account budget.
• No corresponding conversion data was surfaced to justify this allocation.
• Recommended fix: Evaluate display campaign performance; consider reducing budget share and reallocating to higher-intent search campaigns.

Audit Output

The AI tool generated a 15-page PDF report summarizing all findings, fixes applied, and remaining recommendations. The report was automatically posted to the AHS Slack channel.

Action Items

• [ ] Review remaining recommendations from the 15-page PDF report and action any outstanding items (Mark / Gilbert)
• [ ] Verify form submission conversions are now recording correctly in Google Ads after WP Rocket fix (Gilbert)
• [ ] Demote 7 of 9 conversion actions from Primary to Secondary — retain only form submission and phone call (Gilbert)
• [ ] Add negative keywords to DSA asbestos campaign; review page feed targeting (Gilbert)
• [ ] Evaluate display campaign ROI and reduce budget share if not converting (Gilbert)

Related

• ^[4]
• ^[2]
• ^[1]
• ^[3]
• ^[5]