Google Ads · March 2025
Google raised the negative keyword limit for Performance Max from 100 to 10,000.
Agencies can now block far more wasted searches in PMax. Someone still has to find them in each account.
Cut wasted Google Ads spend across every client account
For Google Ads agencies. Wastewatch checks each client account every day, explains every fix with the money at stake, applies what you approve and reports the savings to each client.
What you get
See the waste in every client account with the dollar amount next to it
Wastewatch checks each account under your manager account every day and adds up what it finds, so you can see which clients need attention today.
Spend checked$186,420
Waste found$12,380
Approved to fix$8,940
| Client account | Spend | Waste found | Approved | Waste share |
|---|---|---|---|---|
| Furniture store · Shopping and PMax PMax search terms | $48,200 | $4,310 | $3,120 | 8.9% |
| HVAC services · Search Keywords with no calls | $36,900 | $3,560 | $2,420 | 9.6% |
| Law firm · Search and Display App placements | $19,700 | $2,140 | $890 | 10.9% |
| Dental clinic · Search Late-night clicks | $22,400 | $1,290 | $1,050 | 5.8% |
No issue found Waste found Top 4 of 24 by waste
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Every client, every day
Search, Shopping, Performance Max, Display, YouTube and app campaigns, checked daily in each account.
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Money at stake on each finding
Every finding shows the spend behind it, a plain-English reason and the fix we propose.
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A report for each client
A white-label monthly report: waste found, actions taken, money saved and where that budget went instead.
What it checks
Six kinds of waste, checked in every account every day
Each check starts with conservative defaults, because a wrong negative keyword can block searches that convert. Every finding comes with the evidence behind it.
Add negative
“free furniture pickup” spent $412
38 clicks and no sales in 30 days. Proposed: add it as a phrase negative to this campaign.
ApproveNot now
Approval
You approve every change before it reaches Google Ads
Findings arrive as a short list with the reason and the money at stake. Approve them one by one or in bulk, and each approved fix is applied through the Google Ads API.
$3,560waste found in 30 days
$2,420already approved
$1,140waiting for you
Waiting for your approval:
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Add negative
“ac repair jobs” and 11 similar terms · $212
Job seekers looking for AC repair work. No calls in 30 days. Proposed: add “jobs” to the account’s negative list.
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Pause
Keyword “ac repair cost” · $598 in 60 days
71 clicks and no calls. The exact match version converts. Proposed: pause this one.
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Adjust bids
Mobile clicks after 10pm · $184
Calls stop after 9pm and mobile clicks keep coming. Proposed: lower mobile bids by half from 10pm to 6am.
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Fix URL
Final URL returns a 404 · $146 since Monday
The spring offer page was taken down and 3 ads still point to it. Proposed: send them to the AC repair page.
A plain reason and the money at stake
Every finding says why it looks like waste, what it has cost and what we propose to do.
Approve where you already work
In the app, by email or in Slack. Your clients can sign off too, if you want them to.
Logged and undoable
Each change applied through the Google Ads API is logged, and any of them can be undone.
Why now
Two Google changes in 2025 made search waste a bigger job
Automated campaigns now match more searches on their own, and Performance Max takes far more negative keywords than it did.
Google Ads · 2025
Google launched AI Max for Search in 2025, which finds more searches on its own.
Broader automated matching reaches more traffic. Some of that spend goes to searches and placements that never convert.
Compare
How agencies handle search waste today and where Wastewatch fits
Optmyzr, Adalysis and Opteo all have features for finding waste. Wastewatch covers the full loop for an agency: find, approve, apply and report the savings to each client.
Capability
Finds waste across all client accounts
Plain-English reason and money at stake
A person approves each change
Applies approved fixes, with undo
White-label savings report per client
Review by handAccount managers or junior analysts, weekly
Weekly, when there’s time
Varies
Yes
By hand
Built by hand
PPC toolsOptmyzr, Adalysis, Opteo
Waste features
Varies
Some do
Some do
Varies
Google auto-applied recommendationsBuilt into Google Ads
Google’s suggestions
Short reason
Auto, after opt-in
Yes
No
WastewatchSearch waste management
Every client, daily
On every finding
Every change
Logged, undoable
Monthly, per client
Day one
Connect your manager account and see the waste in one session.
Wastewatch reads each client account under your Google Ads manager account and shows the waste it found, in dollars, before you approve a single change.
Who it’s for
- Google Ads agencies with 10 to 60 client accounts
- Owners and heads of paid search
- Small and mid-size clients on Search, Shopping and PMax
Early access opens to a small group of agencies.
FAQ
Common questions
Search terms in Search, Shopping and Performance Max campaigns. Display, YouTube and app placements. Keywords, ad groups and products that spend without converting. Match-type leakage and overlapping keywords. Waste by location, hour and device. Broken landing pages, drops in conversion tracking and budgets that overspend.
No. Every fix waits for a person to approve it, in the app, by email or in Slack. Nothing changes in Google Ads until then.
Yes. Approved changes go to Google Ads through the API and each one is logged. Any of them can be undone.
Yes, if you want that. Client sign-off is optional. When it’s on, a fix also waits for the client’s approval.
The same way every month and for every client, so one month’s report can be compared with the next.
Those tools have useful features for finding waste, and many agencies use them for that. Wastewatch is built around the whole job for an agency: find waste in every client account each day, get approval, apply the fix and send each client a white-label savings report.
You connect your agency’s Google Ads manager account. Wastewatch checks the client accounts under it and shows the waste it found in each one, in dollars.
Owners and heads of paid search at Google Ads agencies that manage 10 to 60 small and mid-size client accounts.
Pricing isn’t set yet. We’ll email it to everyone on the waitlist when it is.