Find Google Ads campaigns needing creative refresh
Analyze CTR performance against category and funnel-stage benchmarks to prioritize creative optimization opportunities
Campaigns with low CTRs pay higher CPCs due to quality score penalties
This template finds Google Ads campaigns where click-through rates fall below category and funnel-stage benchmarks. It analyzes 12 weeks of performance data, focusing on the last 4 complete weeks to identify campaigns that still convert but cost more than they should because of poor CTR performance.
Why this matters
When your campaign has a 0.8% CTR and the category benchmark is 1.5%, you're paying more per click than necessary for the same keywords. Google's quality score algorithm directly ties CTR to cost—lower CTRs mean higher CPCs across every auction you enter. Missing ad extensions, weak headlines, and incomplete RSAs compound the problem. This template identifies exactly which campaigns need ad optimization to reduce costs while maintaining conversion performance.
How to customize
Add quality score metrics to see the direct correlation between CTR and your actual CPCs. Include ad strength scores to identify which RSAs need more headline and description variants. Set different CTR benchmarks for brand versus non-brand campaigns since they naturally perform differently. Add competitor auction insights to understand if CTR drops correlate with new competition entering your auctions. Filter by minimum spend thresholds to focus on campaigns with material budget impact first.
How to customize
Set different CTR benchmarks by campaign type—Shopping campaigns naturally differ from Search. Add ad strength and asset performance metrics to identify which specific creatives need replacement. Include frequency metrics to distinguish between creative fatigue and audience saturation. Layer in competitive metrics to separate market changes from internal creative issues. Configure minimum impression thresholds to ensure CTR calculations are statistically significant.
Identify google campaigns that need an ad refresh. Identify optimization potential in our google campaigns. We are looking for campaigns that are working, but are underperforming in terms of ctr compared to benchmarks in the segment.
Follow these steps:
* Pull google ads performance for the last 12 weeks
* Pull google ads conversions to set a benchmark.
* Pull google ads conversions by category to set a benchmark.
* Pull google ads conversions by funnel stage to set a benchmark
* Identify campaigns that are underperforming significantly compared to benchmarks in terms of ctr (creative)
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message list out the campaign, its ctr and the benchmark ctr.
Creator
Stay Updated
Get AI marketing tips and template updates delivered to your inbox.
Creator
Stay Updated
Get AI marketing tips and template updates delivered to your inbox.
