If you’re spending on Google Ads but results feel inconsistent—high CPL, low-quality leads, or ROAS that drops without warning—you don’t need more guessing. You need clarity.
Our Google Ads Audit Service finds where your budget is leaking, what’s limiting performance, and what to fix first to improve lead quality and scale with control. You’ll get a practical plan based on your actual account data, not generic advice.
A Google Ads audit is a full health check of your ad account to find what’s working, what’s wasting budget, and what needs fixing to improve results.
We review the parts that directly impact your cost, lead quality, and sales:
The goal is simple: clear fixes + a roadmap to scale profitably.
If you’re already spending on Google Ads and performance feels uncertain, this audit is for you. It’s built for accounts where small fixes can unlock big improvements—without increasing budget blindly.
If your Google Ads spend keeps increasing but CPL/CPA is going up and sales or leads aren’t improving, it’s a clear sign something is off. Many businesses also face low-quality leads—wrong service, wrong budget, wrong city, or people who are only asking for prices with no real intent. Another common issue is trust: conversions look high inside Google Ads, but revenue doesn’t match, calls/forms are counted incorrectly (or duplicated), and it’s not clear which campaign is actually driving real results. If you’re working with an agency or freelancer and feel stuck with the same approach every month, reports may look fine but business outcomes don’t improve—and there’s no clear action plan beyond “we’re optimizing.” And if you want to scale but fear wasting more money because performance drops when budget increases, ROAS becomes unstable, and results feel unpredictable—an audit helps you regain control and scale safely.
You’ll receive a clear checklist-style output you can use immediately: a detailed Google Ads Audit Report covering account structure, campaigns, keywords, ads, bidding, and budget allocation, along with a Wasted Spend Leakage Summary that shows where money is being lost and why. We also include Tracking & Conversion Verification to confirm what’s measured correctly vs what’s broken, plus an Action Roadmap with quick wins and a 30–90 day plan to improve lead quality and scale safely.
What we check: We review how your account is organised—campaign types, campaign goals, ad group structure, location targeting, network settings, audience layers, and whether brand vs non-brand is separated properly. We also check if the current setup matches your sales process (lead gen vs purchase vs enquiry-based conversion).
Why it matters: Even strong ads struggle inside a messy structure. Poor structure usually creates mixed traffic, unclear performance data, and unstable results when you change budgets.
What improvements typically look like: Cleaner segmentation by intent (high vs mid vs low), better campaign separation, tighter ad groups, and clearer control over where budget is going.
What we check: We inspect keyword selection, match types (Broad/Phrase/Exact), intent quality, and real search terms triggering your ads. We also look for keyword overlap across ad groups and campaigns that causes internal competition.
Why it matters: Keywords decide the quality of traffic, not just quantity. The wrong match type mix is one of the biggest reasons businesses pay for clicks that never convert.
What improvements typically look like: A smarter match type strategy, higher-intent keyword focus, reduced overlap, and search term refinement that improves lead quality without killing volume.
What we check: We check if negatives exist at the right level (account/campaign/ad group), how frequently they’re added, and whether your account is blocking irrelevant intent (jobs, free, cheap, DIY, wrong services, wrong locations, competitor research queries, etc.).
Why it matters: Without strong negative keyword control, Google Ads quietly sends money to irrelevant searches—especially on Broad match and Performance Max.
What improvements typically look like: A structured negative list setup, faster wasted-spend cleanup, and a repeatable process that protects budget as you scale.
What we check: We audit headlines, descriptions, pinned assets (if needed), final URLs, callouts, structured snippets, sitelinks, and whether your ad messaging matches what your best customers actually want. We also check consistency between keywords → ads → landing pages.
Why it matters: You can’t “optimize” your way out of weak messaging. If ads attract the wrong intent, you’ll get leads—but not the right ones.
What improvements typically look like: Stronger positioning, clearer qualification (“who it’s for / not for”), tighter message match, better asset variety, and higher CTR with improved lead intent (not just random clicks).
What we check: We review bidding strategy fit (Max Conversions, tCPA, Max Clicks, Maximise Conversion Value, tROAS), learning phase issues, bid limits, budget distribution, and whether your spend is aligned to business priorities.
Why it matters: A good bidding strategy can scale performance, but the wrong one can burn budget fast—especially when tracking isn’t clean or conversion volume is too low.
What improvements typically look like: A bidding approach that matches your data level, better campaign budget split, fewer “wild swings”, and more predictable CPL/CPA or ROAS behaviour.
What we check: We verify conversion setup across Google Ads, GA4, and Google Tag Manager—conversion actions, attribution settings, enhanced conversions, call tracking, form tracking, duplicate conversions, and whether “real leads” are being counted correctly.
Why it matters: Google Ads optimises based on what you tell it to optimise for. If the tracking is wrong, the algorithm learns the wrong behaviour and results get worse over time.
What improvements typically look like: Clean conversion actions, correct primary vs secondary conversion setup, removed duplicates, accurate reporting, and better optimisation signals for lead quality or purchase value. If needed, we also recommend Google Ads Conversion Tracking Setup for full implementation support.
What we check: We review landing page-message match, mobile experience, page speed basics, form friction, trust elements, offer clarity, CTA placement, and whether the page answers the intent of the search.
Why it matters: Many accounts fail after the click. Google Ads can send the right people, but your landing page decides whether they convert or bounce.
What improvements typically look like: Better relevance, clearer positioning, reduced drop-offs, improved enquiry quality, and higher conversion rate without increasing ad spend. If your page needs work, we recommend Landing Page Optimization Service.
What we check: We review asset groups, audience signals, feed health basics (titles, images, GTINs where applicable), final URL expansion, placement insights, and whether Performance Max is stealing budget from Search or driving low-quality traffic.
Why it matters: Performance Max can scale, but it can also hide where money is going. Many accounts don’t realise which products, searches, or placements are actually driving outcomes.
What improvements typically look like: Cleaner asset group structure, improved feed signals, better brand control, smarter budget allocation between Search and PMax, and stronger reporting clarity.
What we check: We check ad disapprovals, policy flags, limited eligibility warnings, billing issues, location mismatches, and tracking-related eligibility problems that restrict delivery.
Why it matters: If ads aren’t eligible or are throttled, performance drops even when everything else looks “fine.” These issues often go unnoticed until spend and lead volume collapse.
What improvements typically look like: Faster approval stability, fewer delivery restrictions, clean compliance fixes, and a healthier account that can scale without sudden stoppages.
We keep the audit process simple, fast, and structured—so you get answers quickly and know exactly what to do next.
You’re not hiring us for opinions. You’re hiring us to find the real blockers inside your Google Ads account, verify tracking accuracy, and give you a plan you can actually execute.
We work with a tracking-first approach so decisions are based on clean data—not assumptions. Your audit includes an actionable roadmap, not just observations. We focus on lead quality (not vanity clicks), and we keep reporting clear so you know what’s driving results vs what’s wasting spend.
Our audit is done directly inside Google Ads, GA4, GTM, and Looker Studio, so every recommendation is grounded in how your account is truly performing.
Once you receive the audit report, you choose the next step based on what suits your team and timeline:
DIY option: You implement the fixes yourself or with your existing agency/team using our roadmap.
We implement for you: We apply the changes from the audit and validate performance improvements.
Ongoing management option: If you want consistent growth and performance control, we manage everything through Search Ads Management or full account ownership via Google Ads Management Service.
Most audits take 3–5 working days. This depends on account size, number of campaigns, and tracking setup. We focus on accuracy, not rushed surface-level checks.
We need access to your Google Ads account (read-only is fine to start). For tracking review, we also need GA4 + GTM access. For eCommerce, Merchant Center access may be required.
Yes. We audit GA4 + GTM + Google Ads conversions together. This helps confirm what’s tracked correctly vs what’s broken. It also ensures Google is optimising for the right actions.
Yes, we can audit Performance Max campaigns. We review asset groups, signals, spend behaviour, conversion quality, and control gaps. We also check if PMax is overlapping or stealing volume from Search.
An audit gives you findings, problems, and a clear action roadmap. Management means we implement changes, optimise weekly, and scale performance long-term. Many clients start with an audit, then continue with ongoing management.
For active ad accounts, we recommend an audit every 3–6 months. If performance drops suddenly, do it immediately. Audits are also useful before scaling budgets.
It can, but CPC is not always the main issue. We focus more on removing wasted spend and improving conversion performance. Lower CPC matters only when it also improves lead quality and results.
In most cases, yes—because we fix intent mismatches. This includes search terms, keyword targeting, negatives, and messaging alignment. Better tracking also helps Google optimise for better-quality actions.
Yes. You can implement it yourself, or we can do it for you. If you want ongoing optimisation and scaling, we can manage the account too. We’ll recommend the best next step based on your goals.
Yes, you’ll receive a complete Google Ads Audit Report. It includes key findings, wasted spend leakage areas, tracking verification, and priorities. You also get a clear 30–90 day improvement roadmap.
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