| name | wasted-spend-finder |
| description | Systematic analysis of Google Ads and Meta advertising spend to identify wasted budget. Produces actionable exclusion lists with thematic categorization and statistical validation. Use when onboarding new accounts, performing monthly hygiene, or preparing for budget optimization. |
| license | MIT |
| origin | custom |
| author | Rebecca Rae Barton |
| author_url | https://github.com/thatrebeccarae |
| metadata | {"version":"1.0.0","category":"paid-media","domain":"optimization","updated":"2026-03-13T00:00:00.000Z","tested":"2026-03-17T00:00:00.000Z","tested_with":"Claude Code v2.1"} |
Wasted Spend Finder
Identify and categorize wasted ad spend across Google Ads and Meta platforms. Produces uploadable exclusion lists with thematic categorization.
Install
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/wasted-spend-finder ~/.claude/skills/
Core Capabilities
Google Ads Waste Detection
- Search Term Waste — zero-conversion terms above spend threshold
- Placement Waste — Display Network sites/apps and YouTube channels with no conversions
- Keyword-Level Waste — low conversion rate keywords relative to spend
Meta Ads Waste Detection
- Placement Waste — Audience Network apps, low-quality inventory
- Audience Segment Waste — lookalike/interest targeting with poor performance
- Creative Waste — high frequency + zero conversions, creative fatigue
Waste Thresholds
Spend Threshold Formula
Waste threshold = Average CPA x Multiplier
Multiplier by campaign type:
- Search (branded): 2x CPA
- Search (non-brand): 3x CPA
- Display: 3x CPA
- Meta (all): 2.5x CPA
A search term, placement, or audience segment is flagged as waste when:
- Spend exceeds the threshold AND
- Conversions = 0 AND
- Minimum click threshold is met
Minimum Click Thresholds
| Campaign Type | Min Clicks Before Flagging |
|---|
| Search (branded) | 50 |
| Search (non-brand) | 25 |
| Display / GDN | 15 |
| YouTube | 20 |
| Meta Feed | 20 |
| Meta Stories | 15 |
| Meta Audience Network | 10 |
Conversion Rate Minimums
Flag keywords/placements performing below these floors:
| Campaign Type | Min Conversion Rate |
|---|
| Search (branded) | 8% |
| Search (non-brand) | 1.5% |
| Display | 0.3% |
| YouTube | 0.2% |
| Meta Feed | 0.5% |
| Meta Stories | 0.3% |
Negative Keyword Categorization
Classify wasted search terms into themes for organized exclusion:
| Theme | Pattern | Match Type |
|---|
| Competitor terms | Brand names, product names | Exact / Phrase |
| Informational intent | how to, what is, tutorial, guide, definition | Phrase |
| Wrong product/service | Related but non-target products | Phrase / Exact |
| Geographic irrelevance | Wrong cities, states, countries | Exact |
| Job/career searches | jobs, salary, hiring, career, resume | Phrase |
| Free/cheap intent | free, cheap, discount, coupon, deal | Phrase |
| Irrelevant modifiers | DIY, homemade, kids, old, used | Phrase |
Placement Exclusion Categories
Google Display Network
- Low-quality apps (game apps, utility apps, kids apps)
- Parked domains and MFA (made-for-advertising) sites
- Irrelevant content categories
YouTube
- Music videos and lyrics channels
- Kids and animation content
- Gaming content (unless relevant)
- Clickbait and low-quality channels
Meta Audience Network
- Game apps
- Utility and calculator apps
- Foreign language apps
- Apps with under 100 reviews
Workflow
1. Data Collection
Pull data for the analysis period (typically 30-90 days):
Google Ads:
- Search terms report
- Placement report (Display + YouTube)
- Keyword performance report
- Campaign/ad group settings for CPA benchmarks
Meta Ads:
- Placement breakdown report
- Audience breakdown report
- Ad-level report with frequency data
2. Apply Thresholds
Calculate waste threshold per campaign using the formula above. Flag items exceeding thresholds.
3. Categorize
Assign each flagged item to a theme category. Group for batch exclusion.
4. Generate Exclusion Lists
Output CSV files ready for upload:
negative-keywords.csv — with match type and campaign/ad group scopeplacement-exclusions.csv — with reason and spend wastedaudience-exclusions.csv — with segment details and waste amount
5. Validate
- Cross-check that exclusions do not remove converting terms
- Verify match types will not over-exclude
- Estimate savings from the proposed exclusions
Safety Rules
- Analysis only. Never make live account changes without human review.
- Projections are estimates. Label all savings projections clearly.
- Check for false positives. Some high-spend zero-conversion terms may be in a consideration window.
- Consider attribution. View-through and assisted conversions may justify some "wasted" spend.
- Preserve data. Export current state before applying any exclusions.
For GAQL query patterns and CSV formats, see REFERENCE.md.
