Independent audit · 2026
Human Longevity · Google Ads
Measurement not decision-safe
Account 831-321-4400 · Jan 1 – Sep 13, 2026

Executive Summary

The account is not currently decision-safe for profitability, ROAS, CAC, or agency-performance evaluation. Media delivery is real and material, but the conversion column does not represent one stable business outcome.

The August Scorecard Shows That the Cancer and Genome Keyword Cluster Can Work

Salesforce-verified data for August 2026 confirms 61 real sales, $41,810 revenue, and a 2.44x ROAS on $17,103 ad spend. Google Ads contributed 37 sales at $335 CPS. The cancer and genome keyword cluster produces genuine demand and real revenue — the infrastructure and governance, not the market, are what need fixing.

Verified Sales
61
Salesforce-confirmed
Revenue
$41,810
$685 AOV
Ad Spend
$17,103
August only
ROAS
2.44x
Based on verified revenue
23 of 100

Overall Control Rating: Critical remediation required.

This is a control and measurement rating, not a claim that all advertising demand is bad. There is clear market demand and some campaigns may be valuable once outcomes are reconciled.

Total Spend
$271,389
Reliable delivery metric
Total Clicks
84,902
Reliable delivery metric
Impressions
2.21M
Reliable delivery metric
Platform Conv.
1,287
Mixed, unstable — not customers
Campaigns
34
7 active, 24 paused, 3 ended
False Purchases
94,792
GA4 dummy t_12345 events

Three Critical Conditions

1. Conversion Integrity is Critically Weak
Critical

GA4 contains 94,792 false purchase events using the repeated dummy transaction ID t_12345, with $116,594.16 of false revenue. Google Ads goals were repeatedly removed, created, recategorized, and switched between primary and secondary. The change log contains 79 conversion/goal-related change events.

2. Traffic Governance is Weak
Critical

Of $160,874.49 visible in the YTD search-terms export, $99,871.46 (62.1%) had zero recorded Google Ads conversions. Clinical-trial, research, symptoms, free-trial, and competitor demand leaked into campaigns labelled Executive Health, Genomics, or Sales.

3. Commercial Outcome is Absent
Critical

Executive Health has no joined CRM record of qualified lead, booking, attendance, sale, or revenue. Genomics has one plausible $599 GA4 purchase pending Stripe reconciliation. Platform actions cannot establish return.

Channel Spend Distribution

Campaign TypeCampaignsSpendPlatform Conv.Platform CPA
Search21$229,3431,038.60$220.82
Performance Max10$38,854248.30$156.48
Video1$1,9710—
Demand Gen2$1,2210—

Agency Control Assessment

Conversion governance
Fail
Search-term governance
Fail
Landing-page governance
Fail
Commercial reporting
Fail
Negative keywords
Weak
Business-line separation
Weak
Bidding discipline
Weak
Access/security
Weak
Creative
Mixed
Testing documentation
Not evidenced

Overall Learnings

Key findings from the independent audit, with critical evaluation of each conclusion against the source data.

Learning 01

WGS Keyword Clusters Are Not Organized Properly

Whole Genome Sequencing terms are mixed with cancer screening, full-body scan, MRI, biomarker testing, calcium scoring, and competitor terms across campaigns. This makes it impossible to isolate WGS purchase intent from informational or unrelated clinical queries.

  • Broad-match biomarker testing keyword spent $6,920 with zero conversions in the Genomics campaign
  • Genomics query leaks include "full body scan," "full body mri," "prenuvo scan," "life expectancy calculator," "Natera," "Invitae," and generic educational terms
  • The DNA + Heart campaign combined cardiac risk and genomics offers into one campaign spending $18,566
  • WGS-sale campaign (the only clean WGS campaign) was paused with just $3,375 spend
Verdict: Confirmed The data overwhelmingly supports this finding. Keyword disorganization is not just a labelling issue — it actively corrupted bidding signals because Smart Bidding optimized against a mixture of unrelated intents. The Genomics campaigns should separate WGS commercial intent, cancer screening, competitor terms, and informational queries into distinct campaigns with their own budgets, negatives, and landing pages.
Learning 02

The Test Is Only Half Done

The market hypothesis is validated: people searching cancer-related and WGS terms do purchase the $599 genomics product. The client has confirmed real Stripe purchase transactions. However, broken tracking means those purchases cannot be attributed to specific campaigns or keywords — so the test is "half done" in a precise sense: demand is proven, but the optimization loop is broken.

  • Client-confirmed: real purchase transactions exist from WGS/cancer search traffic
  • WGS-sale campaign: 8 reported conversions, $3,375 spend, $421.93 CPA — best Genomics result
  • GA4 attribution is broken — the plausible $599 purchase attributes to (direct) / (none), not to any Google Ads campaign
  • No causal link: cannot determine which keywords, ads, or campaigns drove the purchases
  • Campaigns ran May – September without any optimization — unacceptable when spending $620/day
  • 95.2% of WGS-sale visible query spend had zero reported conversions — the tracking gap, not necessarily zero demand
Verdict: Confirmed — Market Works, Measurement Does Not The core finding is correct and important. Purchases are real (client-confirmed), which validates the business hypothesis that cancer + WGS search intent leads to $599 genomics sales. But the broken tracking creates two compounding problems: (1) you cannot optimize because you don't know which traffic converts, and (2) the campaigns ran for months without optimization, burning budget on unattributable traffic. The WGS keyword clusters must be properly organized, tracking must be fixed to establish causality, and only then can the test be completed — meaning you can identify which specific keyword clusters and landing pages drive purchases, and allocate budget accordingly.
Learning 03

No Optimization Done on Landing Pages

Landing pages are not matched to keyword intent. Traffic from diverse search queries all routes to generic pages rather than keyword-specific experiences. This wastes the signal from different buyer states and prevents meaningful conversion-rate analysis.

  • $44,092 of advertiser-selected spend sent to /locations/ — a clinic-info page with an email CTA, not a conversion page
  • /CAD returned intermittent internal errors during the audit
  • /hli-whole-body-mri/ returned internal errors — $5,083 spent
  • Executive Health paid traffic split across canonical, UTM, fragment, homepage, and Locations routes
  • Multiple Genomics product URLs: /genomics/, /genome, /CAD — fragmenting analysis
  • Automatic final-URL expansion sent traffic to unvetted routes
Verdict: Confirmed This is one of the most clear-cut findings. Not only are landing pages not optimized per keyword, some are actively broken. The combination of erroring pages, generic routing, and URL fragmentation means that even if the keyword strategy were perfect, the journey would still fail to convert. Every ad group needs a dedicated, working, message-matched landing page before any campaign should scale.
Learning 04

Tracking Is Broken — No Causal Attribution

There is no way to trace spend through to business outcomes. The measurement infrastructure is so compromised that no claim of campaign profitability, ROAS, or customer acquisition cost is defensible.

  • 94,792 false purchase events in GA4 using dummy ID t_12345 = $116,594 false revenue
  • 79 conversion/goal change events in the YTD change history
  • Google Ads account reports in Eastern Time; GA4 reports in Pacific Time — 3-hour date-boundary mismatch
  • No CRM/Stripe reconciliation exists — platform actions ≠ customers
  • Raw email_address custom dimension registered in GA4 — PII risk
  • Three Google Ads accounts linked to one GA4 property without documented ownership
  • Google Ads shows 45 purchase actions with only $625.50 recorded value — inconsistent with $599 product
Verdict: Confirmed — This Is the Most Critical Finding Tracking isn't just "broken" — it's structurally compromised at every layer. The false purchase events alone would invalidate any performance reporting. Combined with the timezone mismatch, goal churn, and absence of backend reconciliation, there is genuinely no reliable signal about which campaigns drive revenue. This must be fixed before any other optimization can be meaningful.
Learning 05

The Process Is Broken — No Main Orchestrator

There is no single accountable owner governing what gets launched, changed, paused, or measured. Changes happen across multiple actors without documented approval, hypothesis, or rollback criteria.

  • 875 account changes across 7 users/systems in the audit period
  • What was the hypothesis? What is being tested? No experiment register, test calendar, or media plan was supplied to answer these questions
  • Calls-from-ads toggled between primary and secondary 4 times (Jan, Mar, May, Sep)
  • "Testing" campaigns launched without documented hypothesis, sample size, or success criteria
Verdict: Confirmed The evidence is clear: high change volume without governance created the conditions for every other problem. Goal definitions changed on the same day campaigns were running, and campaigns named "Testing" had no actual test design. A single owner with approval authority over conversion definitions, campaign launches, and budget allocation is the prerequisite for everything else.
Learning 06

Never Launch Campaigns Without Tracking in Place

This is both a retrospective finding and a forward-looking principle. Multiple campaigns were running with broken, misconfigured, or absent measurement — spending real budget without any way to know if the spend generated a business outcome.

  • Genomics Sales used Maximize Clicks ($620/day budget) while the objective was verified purchases — no purchase tracking in place
  • Executive Health lead events effectively stopped after April; only 2 events in May, none Jun–Aug
  • Multiple PMax campaigns launched with disapproved assets and no qualified-lead import
  • Demand Gen test spent $1,221 with zero conversions and homepage routing — no measurement framework
  • Prostate Cancer campaign recorded 236.7 conversions but no eligibility/appointment outcomes were tracked
Verdict: Confirmed — This Should Be an Operational Rule The pattern is consistent: campaigns launched with missing or broken measurement wasted budget that could have been spent on campaigns with working attribution. Going forward, no campaign should go live until: (1) the primary conversion event fires correctly end-to-end, (2) the landing page returns 200 and matches the ad's promise, (3) a backend reconciliation path exists (CRM or Stripe), and (4) there is a named owner who approved the launch.

Campaign Portfolio

All 34 campaigns with audit decisions. Spend, reported conversions, and severity reflect YTD data January 1 – September 13, 2026.

# Campaign Status Spend Conv. CPA Decision Severity
1Trustini | Leads | Executive HealthEnabled$64,958270.00$240.59Rebuild under capCritical
2Trustini | Leads | Competitors | SearchEnabled$62,023340.67$182.06Rebuild & isolateCritical
3Trustini | CPC Manual | Executive HealthPaused$21,52122.00$978.23Keep pausedCritical
4Trustini | DNA + Heart | SalesLimited$18,5669.00$2,062.91Pause & rebuildCritical
5Trustini | Brand | Leads | SearchEnabled$14,92754.00$276.43Controlled continuationHigh
6Trustini | Sales | GenomicsEnabled$13,9601.90$7,347.60Pause & rebuildCritical
7Trustini_Executive_Health_SearchPaused$12,04793.33$129.07Keep pausedCritical
8Trustini_Prostate_Cancer_NationalPaused$11,896236.70$50.26Separate reviewCritical
9Trustini | Executive Health | PmaxPaused$11,239118.00$95.25Keep pausedCritical
10Trustini - 1m pledge - LeadsPaused$8,70693.80$92.81Keep pausedCritical
11Trustini | Executive Health | Pmax #2Paused$8,3776.00$1,396.09Keep pausedCritical
12Trustini | PMAX | Sales | CompetitorsLimited$7,4844.00$1,871.00Pause & rebuildCritical
13WGS-salePaused$3,3758.00$421.93Retain learningsHigh
14Trustini | Pancreatic Cancer | LeadsPaused$2,8450—Keep pausedCritical
15Trustini - Executive Health - LeadsPaused$2,66825.50$104.64Keep pausedCritical
16Trustini | Video Views | Executive HealthPaused$1,9710—Reclassify awarenessMedium
17Google_DGen_August2026Paused$1,2210—Keep pausedHigh
18Trustini | Kits sales | Testing LandingsLimited$1,0360—Pause; redesignCritical
19Trustini | Executive Health | Top ImpressionsPaused$8483.00$282.78Keep pausedHigh
20Trustini | Calcium Top Keywords | SalesPaused$5820—Keep pausedHigh
21Trustini | DNA Top Keywords | SalesPaused$3900—Keep pausedHigh
22Trustini_Leads_PMAXPaused$3801.00$380.07ArchiveHigh
23Trustini | Testing | May2026Paused$3680—ArchiveHigh
24Google Search Lead CampaignsPaused$00—ArchiveHigh
25Trustini_Prostate Appt BookingEnded$00—ArchiveHigh
26Trustini_Leads_stop_cancer_PMAXPaused$00—ArchiveHigh
27Trustini_Stop_Diseases_Leads_PMAXPaused$00—ArchiveHigh
28Leads-Search-Dec3-2024-WBMRIPaused$00—ArchiveHigh
29Trustini_Pancreatic Appt_BookingEnded$00—ArchiveHigh
30Executive-Health-2025-PMaxPaused$00—ArchiveHigh
31Trustini_Pancreatic_Cancer_NationalPaused$00—ArchiveHigh
32ExecHealth-Search-Jan2025-AnnualPhysicalPaused$00—ArchiveHigh
33Trustini_Guide_Longevity_Leads_PMAXPaused$00—ArchiveHigh
34Trustini_500off_DgenEnded$00—ArchiveHigh

Proposed Consolidation

The 34-campaign inventory should become a smaller, governed operating portfolio.

Business LineOperating CampaignPurposePrimary Outcome After Repair
Executive HealthBrand SearchCapture brand/service navigationCRM-qualified inquiry or booked consultation
Executive HealthNon-brand SearchHigh-intent executive health demandCRM-qualified inquiry or booked consultation
Executive HealthCompetitor SearchCapped conquest testCRM-qualified inquiry, reported separately
GenomicsBrand/product SearchWGS and product demandUnique Stripe-verified purchase with actual value
GenomicsCompetitor SearchCapped comparison testUnique verified purchase
Cardiac/MRISeparate SearchService-specific qualified demandQualified booking or verified purchase
Cancer ProgramsGoverned portfolioEligibility/appointment acquisitionEligible, booked and attended outcome
AwarenessVideo/DGen testIncremental qualified reachBrand-lift or incrementality measure

Campaign Details

Expandable audit findings for each active or significant campaign. Click any campaign to see configuration, search-term evidence, and audit decision.

Executive Health & General Health

Type
Search
Bid Strategy
Max Conversions
Budget
$150/day
Clicks
16,612
Impressions
192,926
Conv.
270.00
CPA
$240.59
Keywords
95 / 741 neg
Audit Finding

The campaign is materially buying clinical-trial/research intent that does not match a premium Executive Health program. Search Partners, bilingual reach, and broad affluent-geography targeting enlarge that risk. 62.0% of visible query spend ($28,000 of $45,157) had zero reported conversions. Examples include "we need you clinical trials" ($3,081; zero conv.) and "paid clinical trials for seniors" ($1,678).

Decision

Rebuild under a temporary spend cap. Use campaign-specific qualified-lead goals, Google Search only during recovery, one language per campaign, audited locations, and separate exact/phrase commercial themes. Add clinical-trial, paid-study, research-participant, employment, symptoms, and free-intent exclusions.

Success gate: 30 stable post-cutover days plus CRM evidence for qualified inquiry, booked consultation, attendance, sale, and revenue.

Type
Search
Bid Strategy
Max Conversions
Budget
$190/day
Clicks
17,225
Impressions
150,456
Conv.
340.67
CPA
$182.06
Keywords
103 / 1,010 neg
Audit Finding

True competitor intent, clinical-trial demand, and generic research demand are combined. "All languages" is not aligned to the observed English experience. Leading zero-conversion queries: "clinical trials in my area" ($2,047), "prenuvo" ($1,971), "clinical research near me" ($1,950). 44.6% of visible query spend had zero reported conversions.

Decision

Split named competitors into their own capped campaign; move research and clinical-trial themes out of Executive Health. Require CRM quality and revenue by competitor before increasing bids.

Type
Search
Bid Strategy
Max Conversions
Budget
$100/day
Clicks
4,163
Conv.
54.00
CPA
$276.42
Calls
55 (89.1% ≥60s)
Audit Finding

This is the most defensible active campaign. Brand traffic contains multiple intents — clinic navigation, company info, products, jobs, and specific services. Sending all brand demand to Executive Health can misroute users. 35.7% zero-conversion query spend. Call quality proxy is the strongest in the account (89.1% lasting ≥60 seconds).

Decision

Controlled continuation. Separate brand by service and navigational intent, protect exact brand terms, suppress employment/investor/research intent, and report brand independently from non-brand.

Genomics, DNA & Cardiac

Type
Search
Bid Strategy
Max Conversions
Budget
$170/day
Clicks
6,329
Conv.
9.00
CPA
$2,062.91
Audit Finding

Two different offers and intents are combined. 96.7% of visible query spend had zero conversions. Dominant queries are generic/informational ("calcium score," "dna test," "heart attack risk"). The destination /CAD intermittently returned an internal error.

Decision

Pause immediately. Separate cardiac and genomics propositions, repair and monitor the destination, use tightly controlled exact/phrase intent, and optimize only to backend-confirmed purchase.

Type
Search
Bid Strategy
Maximize Clicks
Budget
$620/day
Clicks
7,283
Conv.
1.90
CPA
$7,347.60
Negatives
Zero
Audit Finding

Maximize Clicks with $620/day budget, nationwide reach, and zero negative keywords predictably maximized traffic rather than verified $599 purchases. All visible query spend had zero conversions. MRI/scan intent is not genomics purchase intent. Sep 7–13 alone: $4,207 for 2,419 clicks and zero conversions.

Decision

Pause immediately. Rebuild around WGS/product-specific commercial intent, add exclusions, cap CPC/spend, reconcile the one plausible $599 GA4 purchase to Stripe, and make a unique successful payment with actual value the primary bidding event.

Type
Search
Bid Strategy
Max Conversions
Budget
$100/day
Clicks
629
Conv.
8.00
CPA
$421.93
Negatives
Zero
Audit Finding

Product alignment is better than the generic Genomics campaign, but no-negative coverage and 95.2% zero-conversion query share prevent a positive conclusion. The 8 platform actions require payment reconciliation. Themes included human genetics and 23andMe — showing some commercial adjacency.

Decision

Keep paused while retaining useful WGS/competitor learnings. Relaunch only with verified purchase value, negatives, a dedicated offer page, refund tracking, and a written break-even CAC. This is the best Genomics campaign — build from here.

Cancer Programs

Type
Search / Target CPA
Clicks
3,288
Conv.
236.70
CPA
$50.26
Calls
616 (32.5% ≥60s)
Audit Finding

High reported conversion volume and low CPA cannot be interpreted without eligibility and appointment outcomes. Short-call prevalence (67.5% under 60 seconds), brand mixing, and Search Partners + Display expansion create material quality risk. This must not be rolled into Executive Health or Genomics reporting.

Decision

Separate service-line review required. Join keyword and call data to eligibility, appointment booking, attendance, and revenue or program value.

Performance Max Campaigns

Type
Performance Max
Clicks
1,939
Conv.
118.00
CPA
$95.25
Audit Finding

Low reported CPA is outweighed by severe intent mismatch. Cross-network automation found inexpensive trial-seeker actions, not proven premium-health buyers. Geography includes locations in France requiring validation. PMax opacity makes diagnosis harder while conversion signals are corrupt.

Decision

Keep paused until a verified qualified-lead import is the only bidding goal. PMax should remain off during measurement recovery.

Type
Performance Max
Clicks
4,716
Conv.
4.00
CPA
$1,871.00
Audit Finding

Neither clean competitor conquesting nor controlled sales acquisition. All visible query cost had zero conversions. Leakage includes "glp1 free trial," cancer donation, and brand terms. High budget, cross-network opacity, and invalid bidding signals create material risk.

Decision

Pause. If competitor acquisition is retained, begin with tightly matched Search, dedicated comparison pages, and verified purchase outcomes before considering PMax expansion.

Legacy, Testing & Zero-Spend Campaigns

Eleven additional campaigns produced zero spend in the audit period. Their configurations create accidental-reactivation risk. Decision: Archive all after preserving settings and historical data. Includes: Google Search Lead Campaigns, Prostate/Pancreatic Appt Booking, stop_cancer PMAX, Stop_Diseases PMAX, WBMRI leads, Executive-Health-2025-PMax, Pancreatic_Cancer_National, Jan2025 AnnualPhysical, Guide_Longevity PMAX, and 500off DGen.

1-Week Remediation Sprint

Everything below must be completed within 7 days. This is a measurement-recovery program — no scaling until the sprint is verified.

Day 1 Emergency Lockdown
  • Freeze all conversion-goal changes — named owner required for any modification
  • Exclude 94,792 false t_12345 purchase events from reporting and bidding
  • Remove raw email_address custom dimension from GA4 — PII risk
  • Define canonical conversion events: one Genomics purchase, one Executive Health qualified-lead/booking
  • Demote newsletter, generic forms, page views, CTA clicks, and unqualified calls to secondary
Day 2 Stop the Leaks
  • Pause clinical-trial/research leakage in Executive Health and Competitor campaigns
  • Stop traffic to erroring destinations (/hli-whole-body-mri/, /CAD, /locations/ for acquisition)
  • Reconcile Stripe payments — match every GA4 transaction to Stripe order, status, refund, net revenue
  • Pause active DNA + Heart, Genomics Sales, and competitor PMax campaigns
Day 3 Build the CRM Join
  • Build attribution chain: Click ID → campaign → query → landing page → lead → qualification → booking → attendance → sale → revenue
  • Run controlled end-to-end test per business line: data-layer event → GTM tag → GA4 DebugView → Google Ads conversion → CRM/Stripe record
  • Align timezone reporting: Google Ads (Eastern) and GA4 (Pacific) must use one consistent zone
Day 4 Negative Keywords & Business-Line Separation
  • Replace exact-negative sprawl (3,883 assignments) with governed shared lists
  • Shared exclusion themes: employment, free/cheap, clinical trials, symptoms-only, academic, irrelevant locations
  • Separate campaigns by business line: Executive Health, Genomics, MRI, cancer, clinical research, competitor, brand
  • Each business line gets its own budget, conversion events, and reporting
Day 5 Rebuild Campaigns
  • Rebuild Genomics around WGS intent: exact/phrase commercial keywords, capped broad tests, Stripe-verified purchase as bidding signal
  • Cap and rebuild the two large Executive Health Search campaigns with qualified-lead goals
  • Split named competitors into their own capped campaign
  • Google Search only during recovery — no PMax, no Display expansion
Day 6 Offline Conversions & Launch
  • Establish offline conversion imports: qualified lead, booked consultation, attended assessment, and sale — imported back to Google Ads
  • Resume automated bidding only on validated, sufficiently frequent outcomes
  • Archive all zero-spend and redundant legacy inventory after exporting settings
  • Assign a named owner with approval authority over conversion definitions, campaign launches, and budget allocation
Day 7 Verify & Establish Cadence
  • Verify all rebuilt campaigns fire conversion events end-to-end
  • Confirm CRM/Stripe join populates for each active business line
  • Establish weekly reporting cadence: marginal CPA/ROAS by verified outcome, per business line
  • Document success gates: 30 stable post-sprint days required before any scaling or PMax reactivation

Portfolio Decisions — Effective Immediately

  1. Continue Brand Search only under controlled, separately reported operation.
  2. Cap and rebuild the two large Executive Health Search campaigns rather than accepting their reported CPA.
  3. Pause the active DNA + Heart, Genomics, competitor PMax, and landing-test campaigns pending outcome repair.
  4. Keep paused all currently paused PMax, Demand Gen, cancer, and legacy Search campaigns.
  5. Archive the no-spend and redundant legacy inventory after exporting settings.
  6. Do not approve scaling until a privacy-safe CRM/payment join makes campaign → query → landing page → qualified outcome → revenue traceable.
繁荣学社 FRXS

Independent Google Ads Audit · Human Longevity Inc · Account 831-321-4400

Audit period: January 1 – September 13, 2026 · Prepared September 14, 2026

This audit uses Google Ads exports and live-page evidence. CRM, Stripe ledger, call recordings, agency contract, and Search Console data were unavailable. These limitations prevent claims of campaign profitability, incremental lift, or agency-attributable revenue.