Restarting a Google Ads advertising campaign is not about "remaking the ad", but about finding the reason why the account stopped paying and fixing it. There are usually four reasons: broken measurement, a structure that is at war with itself, a changed landing page, and an auction that has gone up in price. They are treated differently and cost differently. So let's start with the change history and tag validation: it's hours of work, not weeks, and that's where the answer is most often found. Parsing, after which you see two scenarios - fix or sort - is free.
account change history and conversion verification, not rewriting ads
after a free audit
Price
30
Guarantee
days after project sign-off
account change history and conversion verification, not rewriting ads
Where do we start?
7-25
Term of works
working days depending on the selected scenario
free analysis of the cause, 3-5 working days
Before the estimate
mostly no: we change it in parts, we watch it every day for the first two weeks
Do we stop advertising?
after 2–4 weeks; the first week is usually worse than before
When to evaluate the result
return to previous indicators: the auction and competition have changed
What we do not promise
Who it's for
Situations where this service delivers results
Scenario 1 of 5
Conversions collapsed in one day, and it was as if nothing had been changed on the site
A single-date drop is almost never about an auction—that's not how the market moves. This is what a broken measurement looks like: the tag container flew off, the form moved, the theme was updated. In the plastic surgery clinic we measured, the snippet self-blocked and the container never loaded - in the account it reads exactly as "no conversions".
We'll review your situation in a free audit
Scenario 2 of 5
Next to the old campaigns, Performance Max appeared, and together it got worse
Inside the new campaign, the numbers are great because it pulled in people who were already looking for you by name. The total amount is not growing, and the search campaigns are losing weight. Solved by disconnecting, not disabling Performance Max.
Scenario 3 of 5
The account was maintained by someone else, and no one remembers exactly what was done in it
The history of changes remembers: it has the date when the bid strategy was switched, targeting was expanded or a campaign was added. This is the first thing we discover - without an event date, the restart becomes a random selection of settings.
Scenario 4 of 5
There was a redesign or relocation of the site, and advertising followed
The campaign remained the same, but the pages under it are already different: the addresses have changed, the form has disappeared, the event has disappeared. Separately, speed: in our measurement on 07/31/2026, the first server response on stores of one platform varied from 126.3 ms to 1,544.6 ms. A paid click that waits a second and a half becomes more expensive with no change in the campaign.
Scenario 5 of 5
The budget is the same, there are fewer applications, and it doesn't last a week
Slow sliding is the most difficult case, because there is no single event. Let's cut the period into parts and see what changed gradually: the share of the brand, the composition of requests, competitors in the auction, and your product availability. Sometimes the answer is outside the account - then we say so.
What's included
Complete list of work and what you get as a result
We restore conversion accounting: tag container, events, doubles, import from CRM — then bid strategies are learned from real applications
We clean the search query report and rewrite negative keywords: the budget stops going to queries that don't buy anything from you
We breed new and old types of campaigns by brand and target indicators - they stop buying the same traffic from each other
We go through the structure where it interferes and do not touch campaigns with a history of conversions: training that has already been paid for remains with you
We redistribute the budget to what gives conversions, based on comparable periods, not on the last week
We return manual control of bids where there are not enough conversions for automation: the strategy stops guessing at a dozen events per month
We check the ad with what is currently on the landing pages — price, availability, name of the promotion; disagreement here eats the conversion silently
We turn on the changes in parts and look at them every day for the first two weeks: if something has changed, it is visible on the second day, and not at the end of the month
We submit a report: what was done and when, what was effective and what was not - with figures before and after for the same periods
When this service isn't right
What's not included — so there are no surprises at delivery
Advertising budget: it's yours and paid directly
The promise to return the previous indicators — the auction and competition could have changed
Site and landing page redesign: we name what's getting in the way, but we don't do it with our hands
Analysis of contractual relations with the previous contractor
Recovery of lost conversion history - it is not recovered in any way
Free analysis: repair or rebuild
Before restarting, you need to understand what exactly is broken: settings, measurements, landing pages or the market. These are four different reasons with different cost to fix, and it's expensive to mix them up — with the wrong version, you'll pay for work that won't change anything.
What we measure
When exactly did the fall beginThe history of account changes almost always shows the event after which everything went wrong: the bid strategy was switched, a new campaign type was added, an edit was made on the site. The date of the event is more important than any summary report.
Did the measurement fail?A common cause of “dropping conversions” is not a drop, but a broken tag. On one of the sites we measured, the tag manager snippet self-blocked: the exit condition compared the id to itself, and the container didn't load at all.
What has changed on the siteRedesign, change of addresses, new form without event, different price on the page. The campaign remains the same, but the pages under it are already different, and the ad promises something that is not there.
Crossovers and new types of campaignsRunning Performance Max next to old campaigns often redistributes traffic so that the overall result drops, while inside the new campaign the numbers look good.
Status of landing pagesIn the sample we measured, the spread of the first server response is from 126 ms to 1,544 ms. If the page has become slower, it is visible in the advertising numbers earlier than in the customer complaints.
What is worth savingCampaigns with accumulated conversion history cannot be broken: transfer resets learning. We separate them from what really needs to be sorted.
What you get
A version about the reason for the fall with justification, not a general list of recommendations.
Two scenarios: a minimal fix and a full rebuild, with scope of work for each.
A list of what to keep unchanged.
Conversation for 45 minutes on the document.
Timeline: 3-5 working days
Why is it free
Because a restart, made without understanding the reason, gives the same picture a month later - only with new settings. The analysis is cheaper to do before than after.
What's next
You choose a scenario, we give an estimate for it. If the reason turns out not to be in advertising, we will say so and name where it is.
Short form: your contact and site URL
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
What affects the price
Why two seemingly identical tasks are priced differently
Account sizeThree campaigns and thirty different jobs at every turn. It is not even campaigns that eat up the most time, but ad groups, which no one has counted for a long time.
Measurement statusIf the conversions are counted correctly, the verification takes several hours. If there are no events, they are duplicated, or the import from CRM goes with errors - this is a separate job before the restart itself, and without it the rest does not make sense.
How much should be saved in the accountA campaign with an accumulated history of transfer conversions does not survive: training is reset to zero. Figuring out what to keep and what to collect anew is a separate stage, and it takes longer the less order there is in the account.
Status of landing pagesWhen the ads lead to live and relevant pages, the work remains in the account. When some of the addresses give a redirect, and the price on the page differs from the ad, a reconciliation is added for each group.
Having numbers on your sideIf you can tell how many bids made it to the sale, we optimize the money. If the source of the numbers is the manager's feeling, you have to build measurements first, and that's another volume.
Support after launchThe first two weeks after the change require daily review. This is done once within the restart or goes into the lead — both the amount and who catches the next deflection depends on the choice.
Process steps
Transparent stages with approval at every step
Total duration:7–25 days
1
History of changes and chronology of the fall
1-2 working days
We put three things on one scale: changes in the account, changes on the site and the conversion schedule. For the most part, the event after which everything went down becomes visible right here - and then the restart is done for a specific reason, and not blindly.
2
Checking the measurement
1-3 working days
Tag container, conversion events, duplicates, import from CRM. We check not the presence of a tag, but the fact that the event arrives and is counted once. Until this step is closed, it is impossible to estimate any change in rates.
3
Analysis of costs and structure
2-4 working days
Report by search queries, crossovers between campaign types, brand share, non-converting groups by quarter. At the output, there are three lists: what is turned off, what is overwritten, and what is not touched at all.
4
Correction without changing the structure
2-5 working days
Minus words, bids, budgets, ad texts, brand campaigns. The cheapest part of the work and sometimes the only one needed: it happens that after it the reconstruction is no longer necessary, and we stop there.
5
Reconstruction where it is inevitable
3-10 working days
New campaigns are assembled next to the old ones and the parts are turned on. Those with a history of conversions continue to work until new ones come out with comparable figures - and only then the old ones are extinguished.
6
Two weeks of control and report
10–14 calendar days
The first seven days we watch every day, then every other day. The first week is usually worse than the previous state: this is an expected reaction to change, and this is why we agree not to roll everything back on the third day. At the end - a report with figures before and after for the same periods.
Did not find your case?
Describe how it works on your side — we will tell you whether “Restarting a running campaign” fits and what it means in your situation. No brief and no call: one question, one answer.
Technologies & integrations
What we build on and what it connects to
Stack
Account change history is the only place where the event has an exact date; she does not see any changes on the site, so we put a chronology of releases next to it
Report on search queries - you can see what was actually paid for; requests with a small number of impressions do not get into it, and this discrepancy has to be accepted
Google Ads Editor — bulk edits and batch rollback; he does not see part of the settings of new types of campaigns, we still do them on the web
GA4 is the second pillar for comparing conversions; it's a trend, not a cash register: blockers, consent mode, and cookie restrictions eat up some of the data
Google Tag Manager and tag diagnostics — we check that the event arrives and is counted once; the viewing mode shows ideal conditions, so we make the final measurement on the live site
Integrations
GA4
Google Tag Manager
Google Merchant Center
call tracking
CRM
Restarting an existing account versus building from scratch
How this option differs from the alternative
New account and campaigns from scratchOur approach
History of conversionsresets: automatic strategies start learning from the beginningremains with campaigns that we do not touch
The first monthsag in the entire account at the same timesubsidence is possible only where it was changed
The reason for the falloften remains unknown and recurs after several monthsis pending changes, otherwise it will simply move to the new settings
Termassembly is fast, access to previous indicators is not7-25 working days depending on the scenario
When justifiedthe account is blocked, access is lost, or the analysis structure is not supportedthe structure is still open to analysis and there is much to save
Cases
Tasks and results in numbers — all metrics measured by us
plastic surgery clinic premium site is our external technical dimension
Task
Check if there is anything to measure at all before talking about paid traffic: the site looked completely ready for advertising.
Solution
Parsing the HTML that the site gives to the bot and browser, reading counter code, checking the sitemap and structured data.
Result
Defect found: inline tag manager snippet self-locks. It has GTM_ID = 'G-XCE3BLJBSP' and the exit condition checks for GTM_ID === 'G-XCE3BLJBSP', so return always fires and the container is never loaded; separately, G-… is a GA4 identifier, not a container identifier. The rest of the site is in order: pre-rendered HTML is given to the bot in 145 ms, 89 addresses in the sitemap, 10 types of JSON-LD, consent mode v2. That is, the account would show "no conversions" with a working site. Measured on 07/31/2026.
B2B spare parts catalog for industrial sewing machines, 1,848 cards - our external technical dimension
Task
Evaluate what data will be used for any optimization of advertising in this directory.
Solution
Checking the counters in HTML, comparing the site map and markup, measuring the server response time.
Result
Critical Defect: In HTML, the gtag.js still connected with the config gtag('config','UA-133384797-1') is Universal Analytics, which was finally disabled by Google on July 1, 2023. There is no GA4 feature at all: the analytics has been dead for three years, but in the code it looks like it is working. Technically, the site is healthy — 1,992 addresses in the map without a single duplicate, first response 388.1 ms, HTML 120.2 KB. This is when the relaunch starts not with campaigns, but with measurement. Measured on 07/31/2026.
online store of natural cosmetics, 81 product pages — our external technical dimension
Task
Understand whether the account has a chance to optimize if the ad is already running.
Solution
Verification of advertising and analytical tags in HTML, speed measurements, analysis of the site map.
Result
Ads Connected: Google Ads AW-692193698, Meta Pixel and Onsite Tag Manager. Measurement - No: HTML only Universal Analytics UA-148400680-1, no GA4 ID. The budget is spent, there is no data source for optimization. The speed here is the best in the sample - 126.3ms first response against 1544.6ms in the store on the same platform, a difference of 12 times. Separately, 271 records were found for 116 unique addresses in the site map. Measured on 07/31/2026.
What we need from you
We can't start without this — best to prepare in advance
1Full access to your Google Ads account, not read-only: A restart is a change, and you have to have the right to make it.
2Access to GA4 and Tag Manager at a level that allows you to check events, not just look at ready-made reports.
3The date when, according to your feelings, the decline began, and what happened then in the company and on the website.
4The list of changes on the site in recent months: redesign, address relocation, new form, price change.
5Numbers on your side: how many bids made it to the sale. Without them, we optimize applications, not money.
6The name of the person who makes decisions on the budget on your part, and the answer whether it is possible to stop the campaigns during the work.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
Conversions plummeted in one day. Is this an ad?
Most often not. The market does not move in leaps and bounds per day, but the measurement breaks down just like this: the site theme was updated, the form moved, the tag container took off. That's why we do the first check in the site code, not in the account — it takes hours. How mundane this story is can be seen from our own measurements: in a plastic surgery clinic, a tag manager snippet self-blocked due to a condition that compared an ID with itself, in a B2B parts catalog, Google Universal Analytics was disabled for three years. And only if the tags are working, we look at the auction, the season and the competition.
Isn't it easier to create campaigns from scratch?
It's simpler - and more expensive than it seems. Together with old campaigns, you give away the accumulated history of conversions, on which automatic strategies were trained; the new campaign performs worse than the old one in the first weeks, even with perfect settings. The second problem is deeper: building from scratch doesn't look for a reason, so that same reason quietly moves to new settings and brings you back here a block later. We separate what needs to be kept from what is really better to go through, and we do this before the first edit.
After the appearance of Performance Max, everything got worse. What to do with it?
First, check if the campaign is not at war with your own search engines. A typical picture: Inside Performance Max, the indicators are excellent, because it attracted people who were already looking for you by name, and in total the account did not add anything. We break down: brand exclusion, different targets, priorities between campaign types, a separate view of branded and non-branded traffic. In most cases, it is not necessary to turn off the campaign - you just need to stop paying twice for the same click.
Will you stop advertising during the work?
Mostly no. A full stop resets the learning rate and gives you a fail on return — you pay for the pause twice. The procedure is as follows: first we fix the measurements, then we clean the costs, then we change the structure in parts, and the new one is turned on next to the old one, and not instead of it. If the budget burns so that a pause is more profitable, we will say it directly, but the case is rare and always related to a broken account, not to campaigns.
How long until normal after restart?
Two to four weeks. The first week is usually worse than the previous state - this is an expected reaction to changes, and we warn about this before the start, because it is at this moment that the decision to roll back everything is most often made. It makes no sense to evaluate the result before the full decision-making cycle in your niche has passed: in retail it is a few days, in B2B it is months. It is better to agree on the date of the assessment on the shore.
And if the reason is not advertising?
Then we will say so and name where it is: in the speed of the site, in the price against competitors, in a missing form, in a product that is not in stock, or in the fact that applications stopped being processed within an hour. This happens more often than we would like. Selling relaunch campaigns in such a situation would mean taking money for work that won't change anything. And a fair margin from our side: a fast site doesn't make an offer attractive — it just stops losing those you've already paid to click.
We are changing the contractor. How to transfer the account correctly?
The account must remain yours: created for your company, with your administrative access, and the contractor gets management rights. If the campaigns now live inside the agency account, in the event of a break, you risk losing both the structure and the history of conversions - it is impossible to restore it later. Our recommendation, which is worth doing even without us: create your own account and your own tag manager for corporate mail, and let contractors there as guests. This is an hour-long procedure that saves you from a very expensive loss.
How do you show that the restart did anything?
A comparison of comparable periods in terms of conversion cost and the share of the budget that previously went to campaigns without conversions, plus a list of restored measurement events. The report includes the dates of each edit, so any change in the chart can be mapped to a specific action. The fair boundary here is this: the counter and clean account do not improve anything by themselves - they make the result visible. GA4 shows a trend, not an accounting truth, and you have to be deliberate about reconciling its numbers with the cash register, which is why we always ask for your sales data in the report.
Write approximately when the drop started and give read access to the account.
In three to five days, we will return with a version about the cause and two scenarios - a minimal correction and a complete rebuild. If the reason is not advertising, let's say so in the first email.
From measured casesAds Connected: Google Ads AW-692193698, Meta Pixel and Onsite Tag Manager
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.