In this talk, Duane is going to show you why he thinks everyone should be auditing their ad account at least twice a year. There are a dozen different ways he sees ad accounts lighting money on fire and being wasteful with ad spend. Let’s pull back the curtain, and show what is going on in ad accounts. This talk will cover the following:

• Why a 5x ROAS is sometimes a 2x and how some manipulate conversion tracking
• Understanding why the Search Term Report still matters in an AI world
• Your Asset Group and Listing Group breakout matter,… if you don’t want to waste money
• The mobile world is finally here but our site’s conversion rate hasn’t caught up
• Tips on using reports to look at data by locations, networks and other values to find how your money really got spent

Sometimes your top level numbers look amazing but when you dig below the surface and really do your due diligence. You find out things are worse then you were lead to believe. This talk with help you audit your ad account and get a better handle on what is really going on. Follow the numbers and save some money in 2026.