Inheriting a Google Ads Account: Rescue Mission or Burn It Down?

Sometimes, the best way to optimise is to start from scratch — but smarter.

Last week I took over a Google Ads account that looked great… until I opened it. 😬

Quality Scores: 2s and 3s across the board

Negative keywords: hundreds — many conflicting with active keywords

Campaign structure: nonexistent (think: 40 broad match keywords in one ad group)

Conversion tracking: misconfigured/missing

Ad copy: Generic, outdated, and not matched to search intent

The client was spending thousands each month, and getting almost nothing back.

👉 So the question is: rescue or rebuild?

In this case, it was clear: we needed a fresh start.

✅ New, logical campaign structure using Google Ads Editor for bulk changes
✅ Proper keyword mapping with tools like SEMrush to plan clean match types
✅ Fresh, intent-driven ad copy — based on real search terms from Ahrefs or SE Ranking data
✅ Clean, carefully-built negative keyword lists
✅ Fixed conversion tracking using Google Tag Manager and Google Analytics 4
Sometimes, the best way to optimise is to start from scratch — but smarter.
Curious — how do you decide when to fix and when to rebuild?

Bonus: Get a Free Google Ads Audit

If you're looking at a messy Google Ads account right now and not sure whether to fix it or start fresh — let’s take a look together.

✅ We'll review your account structure, keywords, tracking, and ad quality.
✅ We’ll tell you whether it’s a rescue mission... or time for a rebuild.

👉 Book your free 15-minute audit here.
Let’s make your budget work harder and get your campaigns back on track.