Timeline:<\/strong> usually 2-3 working days<\/li>\n<\/ul>\n
We begin the audit after payment and receipt of all required access and information. If your specific situation requires more time, we agree the timeline before work begins.<\/pee><\/div>\n<\/div>\n
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What is a Google Ads account audit?<\/h2>\n <\/p>\n
A Google Ads account audit is an independent, systematic and documented review of the advertising account within the agreed scope.<\/strong> It helps identify the most important issues in measurement, structure, budget, targeting and account management, and clarify what to fix first.<\/pee>The audit follows a structured methodology based on account data, settings and Google’s official guidelines.<\/pee><\/div>\n<\/div>\n
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When is a Google Ads account audit useful?<\/h2>\n <\/p>\n
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<\/p>\nYou manage the advertising account in-house<\/h3>\n Campaigns are running and budget is being spent, but it is unclear whether measurement, structure and settings are correct or whether the account is being managed with a clear logic.<\/pee><\/article>\n<\/p>\n<\/p>\nAn agency or external specialist manages the account<\/h3>\n You need an independent second opinion and a documented review that you can discuss with your current provider.<\/pee><\/article>\n<\/p>\n<\/p>\nResults have declined or costs have increased<\/h3>\n You are getting fewer enquiries or purchases, costs have increased, or platform metrics no longer align with the business results you actually see.<\/pee><\/article>\n<\/p>\n<\/p>\nYou are planning an important decision<\/h3>\n An audit can help before increasing budget, changing agency, rebuilding the account or choosing a new management model.<\/pee><\/article>\n<\/div>\n
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Where can problems arise in a Google Ads account?<\/h2>\n Some problems are not visible in an overall clicks, conversions or cost report. An account can function technically while platform data and management decisions still create a misleading picture of performance.<\/pee><\/p>\n<\/p>\n
01<\/span><\/p>\n\n
Conversion signals do not reflect business outcomes<\/h3>\nAn action may be incorrectly counted as a conversion even though it is not a qualified enquiry, a completed purchase or another result that matters to the business. This affects both reporting and automated optimisation.<\/pee><\/div>\n<\/div>\n
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02<\/span><\/p>\n\n
Ads attract irrelevant searches<\/h3>\nKeyword targeting that is too broad, or insufficient negative keywords, can direct budget towards queries with low commercial relevance.<\/pee><\/div>\n<\/div>\n
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03<\/span><\/p>\n\n
Budget is not allocated according to priorities<\/h3>\nCampaigns or areas may continue receiving budget out of historical inertia rather than according to current business goals and available data.<\/pee><\/div>\n<\/div>\n
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04<\/span><\/p>\n\n
Automation operates without sufficient control<\/h3>\nAutomated bidding strategies and platform recommendations can be useful, but they need to be evaluated in the context of measurement quality, budget and business goals.<\/pee><\/div>\n<\/div>\n
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05<\/span><\/p>\n\n
Performance Max results may include branded demand<\/h3>\nPerformance Max may generate part of its results from searches for your brand. In the audit, we check whether branded traffic is being controlled deliberately and whether performance is being overstated because of existing brand demand.<\/pee><\/div>\n<\/div>\n
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06<\/span><\/p>\n\n
The ad and landing page are not aligned<\/h3>\nThe ad message, search intent and landing page may not align, or the page may fail to provide a clear next step.<\/pee><\/div>\n<\/div>\n
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The account lacks a clear testing and change logic<\/h3>\nWithout a clear sequence of priorities, experiments and changes, it is difficult to tell which decisions helped and which did not produce the expected result.<\/pee><\/div>\n<\/div>\n
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What do we review in a Google Ads account audit?<\/h2>\n We confirm the exact scope before the audit and focus on the areas that matter most for the specific account.<\/pee><\/p>\n<\/p>\n
\n1. Conversions and measurement<\/h3>\nWe review the logic of conversion actions, primary and secondary measurements, how platform reporting is interpreted, and any available connection to actual business results.<\/pee><\/article>\n<\/p>\n\n2. Account and campaign structure<\/h3>\nWe check whether campaign structure, objectives, settings, geography and their overall logic align with the offer and business priorities.<\/pee><\/article>\n<\/p>\n\n3. Search queries, keywords and negative keywords<\/h3>\nWe analyse which searches are generating spend, whether keywords match commercial intent, and whether irrelevant queries are being controlled sufficiently.<\/pee><\/article>\n<\/p>\n\n4. Ads, assets and landing pages<\/h3>\nWe assess whether ad messaging, headlines, descriptions and other assets align with search intent, the offer and the landing page.<\/pee><\/article>\n<\/p>\n\n5. Budgets, bidding and management discipline<\/h3>\nWe review budget allocation, bidding logic, Change History, and whether important management decisions are clear and supported by data.<\/pee><\/article>\n<\/p>\n\n6. Performance Max, Shopping and Merchant Center<\/h3>\nWhere relevant to the account, we review the use of Performance Max, Shopping structure and key Merchant Center issues within the agreed scope.<\/pee><\/article>\n<\/div>\n
Before the audit, we agree the scope required to assess your specific situation.<\/pee><\/div>\n<\/section>\n
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What do you receive after the audit?<\/h2>\n <\/p>\n
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01<\/span><\/p>\n\n
Executive summary<\/h3>\nA concise overview of the most important conclusions, risks and decisions that deserve attention first.<\/pee><\/div>\n<\/div>\n<\/p>\n
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Account status summary across key areas<\/h3>\nA clear assessment of measurement, structure, search demand, budget, ads and other relevant areas.<\/pee><\/div>\n<\/div>\n<\/p>\n
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Documented key findings<\/h3>\nFor each important finding, we explain the issue, its possible impact and the reasoning behind it. Where useful, we include supporting evidence from account data or settings.<\/pee><\/div>\n<\/div>\n<\/p>\n
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Priorities and practical recommendations<\/h3>\nFindings are prioritised so it is clear what should be addressed first and what can wait.<\/pee><\/div>\n<\/div>\n<\/p>\n
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Prioritised action plan<\/h3>\nYou receive a clear sequence of next actions. The implementation timeframe depends on the findings, available resources and your decisions.<\/pee><\/div>\n<\/div>\n<\/p>\n
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Discussion of the results<\/h3>\nAfter the document is prepared, we discuss the most important conclusions and answer your questions.<\/pee><\/div>\n<\/div>\n<\/div>\n
The audit document belongs to you. You can use it yourself or share it with your team, current specialist or another agency.<\/pee><\/p>\n<\/p>\nIllustrative example<\/div>\n
Illustrative excerpt from a Google Ads audit document. The desktop version shows example findings, while the mobile version shows part of the audit areas. The data shown is not real client data.<\/figcaption><\/figure>\n<\/div>\n
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How is a paid audit different from a free review?<\/h2>\n A free review and a paid audit can both be useful in different situations. The difference is not simply the quality of the work – they have different purposes and deliverables.<\/pee><\/p>\n<\/p>\n
<\/p>\nFree review<\/h3>\n <\/p>\n
<\/p>\nPurpose:<\/strong> to get an initial view of the account quickly and understand whether there is a basis for a further discussion.<\/li>\n<\/p>\n
Scope:<\/strong> usually a limited initial review.<\/li>\n<\/p>\n
Outcome:<\/strong> often verbal feedback or a short summary of conclusions.<\/li>\n<\/p>\n
Use:<\/strong> a first step before possible cooperation.<\/li>\n<\/ul>\n
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<\/p>\n<\/p>\nPaid Google Ads account audit<\/h3>\n <\/p>\n
<\/p>\nPurpose:<\/strong> to obtain an independent, systematic and documented account review.<\/li>\n<\/p>\n
Scope:<\/strong> agreed before work begins and tailored to the specific situation.<\/li>\n<\/p>\n
Outcome:<\/strong> documented findings, priorities, recommendations and an action plan.<\/li>\n<\/p>\n
Use:<\/strong> a standalone deliverable that can be used without continuing to work with ACCESSIO.<\/li>\n<\/ul>\n
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The main value of a paid audit is the standalone deliverable. You are not buying an obligation to change agency or continue working with ACCESSIO – you are buying a documented basis for decisions.<\/pee><\/div>\n<\/section>\n
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How does the Google Ads account audit work?<\/h2>\n <\/p>\n
<\/p>\n01<\/span>\n