A structured review of an existing Google Ads account, delivered as a written document with a prioritised action list. We do this as a stand-alone engagement — paid, fixed-fee, no expectation that you continue with us afterwards. Many of our long-term clients started here; many others took the audit, did the work in-house, and we are perfectly fine with that.
The first thing to check, and the place where most accounts have problems. Are conversions counted once or twice? Are micro-conversions being treated as macro ones? Is Enhanced Conversions set up where it should be? Is the GTM container clean or is it a graveyard of legacy tags? Most "low ROAS" problems begin here.
Campaign segmentation, ad group themes, the proliferation of single-keyword ad groups or, more commonly, the opposite — sprawling ad groups that mix unrelated terms. Whether budgets are competing against themselves. Whether brand and non-brand are mixed in ways that flatter the reports.
Search-term reports going back months, looking for queries that consistently cost money without producing results. Audiences that are too broad, too narrow, or simply mismatched. Geographies that are open by default and shouldn't be.
Disapprovals, restricted-category compliance, landing-page issues that could trigger policy review, account-level signals that put the whole account at risk. We flag these in writing — Google account suspensions are devastating and largely preventable.
What model is being used? Does the reporting your previous team produced reconcile with the underlying data? Are there silent over-counts (double-counted conversions across platforms) that have been masking real performance?
An audit usually takes 2–3 weeks from access being granted. The fixed fee depends on account size and complexity, agreed in writing before we start. We do not work on a percentage-of-spend basis for audits, or for any other engagement.
It is not a sales document for our retainer services. The report includes recommendations we are perfectly happy for an in-house team or another agency to execute. If you suspect your current setup has been quietly hiding problems, an external audit is one of the few ways to find out.