When to request an audit
Rising spend
Your budget is increasing, but qualified inquiries or sales are not keeping pace.
Conflicting reports
Google Ads reports conversions that do not appear in your CRM, or your business receives orders that cannot be matched to advertising data.
Planning a change
You want to change agencies, scale your advertising, or understand whether the account is ready for its next stage.
An audit provides account diagnostics and an action plan. Implementation and ongoing Google Ads management are agreed separately.
What we review in your account
| Area | What we look at |
|---|---|
| Goals and structure | How campaigns support business goals, budget allocation, geography, settings, and limitations. |
| Conversions and data | Priority actions, duplicate events, conversion sources, purchase values, and potential discrepancies with business data. |
| Analytics and Google Tag Manager | Analytics setup, tags, triggers and the transfer of events and conversions between systems. |
| Search traffic | Available search terms, alignment with user intent, negative keywords, and spend that is not producing useful outcomes. |
| Ads and landing pages | Consistency between your offer, ads, and landing pages, including the mobile path to an inquiry. |
| Bidding and formats | Whether the strategy supports your goals, the quality and volume of signals, and the role of each campaign type. |
For online stores, the audit also covers Shopping campaigns, product feeds and Merchant Center. Suspension support is a separate service for preparing an account for review.
We use Quality Score as a diagnostic aid for Search campaigns, not as a standalone business goal or a direct input into the auction. This follows Google’s explanation of Quality Score.
When a review covers ad placements, it is important to distinguish available metrics from missing data. Our Placement Quality Monitor case study illustrates how we prepare these reports for specialist review.
What you receive after the audit
Findings
Issues backed by examples and data.
Priorities
What needs attention first.
Recommendations
Changes worth implementing.
Action plan
A clear sequence of next steps.
More than a checklist: every priority should be supported by an identified issue.
- A list of findings with examples from the account or measurement setup.
- An explanation of the impact of identified issues and priorities for resolving them.
- Priorities: what to investigate or fix first, and what can wait.
- Recommendations for campaigns, analytics, and landing pages within the agreed scope.
- A discussion of findings and next steps with the people responsible for advertising.
We agree on the deliverable format and level of detail at the outset. Your specialist can implement the recommendations, or we can agree on implementation separately.
How a Google Ads audit works
- Understand the business. We clarify the goal, lead or purchase economics, work history, and reason for requesting an audit.
- Agree on access and the analysis period. We identify the systems needed and a period with enough data. You grant appropriate account access without sharing a password.
- Check the hypotheses. We compare settings with actual spend, traffic, and conversions, and identify gaps in the evidence.
- Build a prioritized plan. We organize the findings and explain the order of actions, separating critical issues from cosmetic changes.
- Hand over the findings. We discuss the conclusions and agree on who will implement the next steps.
If measurement is unreliable, some conclusions will be limited. The first priority may be setting up web analytics, rather than judging profitability from incomplete numbers.
Audit cost and preparation
Detailed Google Ads audit
The Google Ads account, web analytics, Google Tag Manager and Merchant Center for online stores.
You receive a document with identified issues, recommendations and priorities for fixes. We discuss the findings and next steps.
We agree on timing and required access before starting. Implementation, system setup and ongoing advertising management are charged separately.
To get started, share your website address, business goals and the issue you want to investigate. We agree on the analysis period, access to the relevant systems and timing before work begins.
What to do with the findings
After implementing changes, allow an observation period rather than drawing conclusions from a single day. For regular optimization, explore Google Ads management. Our overall approach is described on the Google Ads services page.
To prepare for a discussion about measurement, read how conversion data quality affects PPC. An audit should help you make the next decision, not simply add pages to a report.
