# Yerington Works Search-Term Waste Audit

## Scope

- Business: Synthetic HVAC repair company serving homeowners
- Locations served: Fort Wayne, Indiana and nearby communities
- Services or products explicitly excluded: commercial refrigeration; duct cleaning
- Locations explicitly excluded: ohio; michigan
- Intents explicitly excluded: employment; diy repair; training
- Context notes: Synthetic demonstration only; no customer or live advertising data\.
- Source rows: 9
- Unique normalized terms: 8

## Account-level snapshot

- Reported spend: $288.10
- Clicks: 39
- Conversions: 2
- Conservative exact-negative candidates: 2
- Terms requiring human judgment: 2

## Conservative exact-negative candidates

- **[furnace repair jobs]** — $30.75, 5 clicks, 0 conversions. employment:jobs; zero conversions; at least $50 spend or 3 clicks.
- **[free hvac training]** — $28.40, 4 clicks, 0 conversions. education:training; zero conversions; at least $50 spend or 3 clicks.

## Manual review queue

- **[air conditioner making noise]** — $41.20, 9 clicks, 0 conversions. Meaning is not objectively classifiable; review high non\-converting activity.
- **[ac repair course]** — $11.00, 2 clicks, 0 conversions. Possible non\-service intent is below the immutable floor of 3 clicks or $50 spend.

## How to use this audit

Every candidate is exact-match only. Review it against your actual offer, geography, and campaign strategy before changing Google Ads. No account changes were made. Converted and protected terms are never proposed as negatives by this audit.

## Method boundary

Method avery-google-ads-search-term-waste-audit-v1 aggregates duplicate terms and protects declared terms, converted terms, intentional added keywords, and commercial service intent. A known non-service-intent signal with zero conversions needs at least 3 clicks or $50 spend to become an exact-negative candidate. Buyer-declared exclusions are displayed as context for Matt's review; they never create an exact-negative candidate by themselves. Other material zero-conversion terms require manual review at the same immutable floor. The brief shows at most 25 candidates and 15 manual-review terms; the annotated CSV contains every normalized term. This is decision support—not a promise of savings or performance.