Google Ads audit

Who this audit is for

This audit is useful if you recognise any of these situations:

You manage Google Ads yourself. Campaigns are running and the budget is being spent, but you’re not entirely sure everything is set up correctly and that the money is being used wisely.

You work with an agency or specialist. You receive reports on clicks and metrics, but you want an independent opinion on whether the campaigns are actually bringing in enquiries and purchases.

Results have dropped or stalled. Advertising used to work, but now there are fewer enquiries or costs have risen, and the reason isn’t clear.

Where Google Ads accounts usually lose money

Most budget leaks come not from obvious mistakes, but from settings that look fine until someone actually checks them. Some of the most common:

Ads show on irrelevant searches. Without carefully set negative keywords, an account can pay for clicks from people searching for something else entirely – for example, free solutions or a different city.

Conversions count the wrong actions. If a “conversion” is set as, say, a page view or a button click rather than a real enquiry or purchase, the reports look good, but Google’s algorithm is steered towards the wrong people.

Performance Max spends budget on your own brand. Without the right exclusions, PMax campaigns can show ads to people already searching for your exact company name – people who would have found you anyway, for free.

Budget doesn’t match results. Money may be split across campaigns, devices or keywords that deliver no return, simply because the real return was never measured accurately.

The audit systematically checks each of these areas so you know clearly whether – and where – your budget is being spent effectively.

How a paid audit differs from a free review

Free Google Ads reviews are common, and they have their place – they’re often a good way to get a quick first impression. It’s worth understanding that a free review and a paid audit are two different services with different goals, not two quality levels of the same service.

Free review
Main goal: to quickly assess the account and decide whether further cooperation makes sense.
Scope: a brief overview, often part of a sales conversation.
Result: usually verbal, or a short summary on a call.
How to use it: as a first step before possible cooperation.

Paid audit
Main goal: to provide a full, documented account assessment.
Scope: a systematic check across all the main areas of the account.
Result: a documented audit with a prioritised action plan.
How to use it: independently – even if you don’t change agency or choose not to continue.

The main value of a paid audit is that the result is yours. It’s a concrete document with an action plan that you can use yourself, hand to your team or pass to your current agency – whatever you decide to do next.

What the audit checks

The audit works systematically through the main areas of the account – not just on the surface, but checking whether each part genuinely works towards results:

Account and campaign structure – whether the account is organised logically, without unnecessary, mutually competing campaigns, and whether the settings match the goals.

Keywords, search terms and negative keywords – which searches are actually being paid for, and whether budget is leaking to irrelevant queries.

Conversion tracking – whether it counts real, business-relevant actions (enquiries, purchases, calls) rather than page views or empty clicks that mislead Google’s algorithm.

Budget and bidding strategies – whether budget allocation and bidding modes match the campaign goals.

Ads and landing pages – whether the ad message and the page people land on are aligned and drive a specific action.

Depending on the account and the goals, we also review the technical side of measurement (for example, the Google Analytics 4 link) and more complex elements, such as Performance Max settings or e-commerce data feeds.

The audit is carried out by a Google Ads specialist.

What you receive

The result of the audit is a concrete document you can use straight away – not just a list of problems, but a clear picture of what’s happening in the account and what to do next.

A documented audit. A written review of the account’s condition, where each problem found is explained in plain language, noting why it matters.

An account health score. A clear summary of how well the account currently performs in its main areas – so you can see at a glance where the biggest problems are.

A measurement and structure assessment. Whether conversions are counted correctly and whether the account’s structure directs budget towards results.

A prioritised action plan. Concrete steps for 30-90 days, ordered by importance – what to fix first for the greatest gain.

A review call. We go through the audit together, answer your questions and discuss how to put the action plan into practice.

You can implement the action plan yourself, hand it to your team or pass it to your current agency – the document is yours.

How the audit works

The process is simple and takes almost none of your time:

1. Get in touch. Contact us with a brief description of your business and Google Ads account.

2. Access. You give us read-only access to your Google Ads account. We change nothing in the account and cannot change anything – we only analyse. If measurement also needs reviewing, read-only access to Google Analytics is helpful too.

3. Analysis. A Google Ads specialist systematically checks the account and prepares the audit. This usually takes 2-3 working days.

4. Results and discussion. You receive the documented audit with the action plan, and we go through it together on a call.

After the audit, you decide what to do next – with no further commitment.

Price

Google Ads audit – from €490.

The final price depends on the size of the account – the number of campaigns, the advertising budget, and how deeply the measurement needs to be reviewed. We confirm the exact price after a short introduction to your situation, before any work begins. No monthly commitment – the audit is a one-off service.

The audit is an account assessment and an action plan. It does not include carrying out the fixes themselves – rebuilding campaigns, creating new ads, coding measurement, or ongoing monthly Google Ads management. If you’d like help with implementation after the audit, we can agree that separately.

Frequently asked questions

Let’s start a conversation