01 — Account audit
Account audit
An audit tells you what to stop doing first.
For companies already running their own Google Ads, the fastest gain is usually removing waste rather than adding budget.
A Google Ads audit is an independent review of an existing account: conversion tracking accuracy, wasted search terms, campaign structure, bidding strategy and landing page alignment. It produces a prioritised list of fixes and works as a standalone service, with no obligation to hand over management.
What is included
What is included
- Conversion accuracy
- Search term waste
- Priority list
02 — Detail
What an audit actually finds.
The most common finding, by a wide margin, is a conversion that does not represent a sale. Accounts optimising towards a page view, or towards a click on a phone number that was never dialled, are teaching Google to buy the wrong thing efficiently and expensively.
The second is search term waste. In accounts running broad match without maintained negatives, we routinely find a substantial share of spend going to searches with no commercial intent at all.
We also look at what should not change. An audit that recommends rebuilding everything is usually selling a rebuild. Some accounts have two problems and are otherwise fine, and saying so is part of the job.
03 — How it works
What the audit covers.
- 01
Conversion accuracy
Whether what is counted as a conversion is actually a business outcome.
- 02
Search term waste
Where budget goes to searches that will never buy.
- 03
Structure
Whether the account can be read and managed, or whether results hide inside each other.
- 04
Bidding and budget
Whether the strategy matches the data volume available.
- 05
Landing pages
Whether the page delivers what the ad promised.
04 — Fit
Who the Google Ads audit is for.
The audit fits companies managing their own account, companies working with an agency they no longer trust, and companies about to increase budget who want to know whether the account can absorb it. It is a standalone deliverable: a prioritised list of what to fix, what to leave alone and what to stop doing.
It fits accounts with history. Three months or more of data lets us see search term waste, conversion accuracy and structural problems with confidence. A brand new account has little to audit and is better served by a setup engagement.
It is not a sales document. Plenty of clients take the list to their own team or their existing agency and implement it themselves. We would rather be the agency you call later than the one that turned an audit into a pitch.
05 — Common mistakes
What an audit most often finds.
- A conversion that is not a sale. The single most common finding: the account is optimising towards a page view or an undialled phone click.
- Search term waste. In broad-match accounts without maintained negatives, a substantial share of spend goes to searches with no commercial intent.
- Structure that hides results. Brand and generic terms together, or Performance Max cannibalising search, make good numbers look better and bad numbers invisible.
- Bidding that does not match the data. Automated strategies on accounts with too few conversions oscillate instead of learning.
- Landing pages that break the promise. The ad says one thing, the page says another, and the conversion rate pays for the gap.
The audit also states what is working. An account with two problems and everything else fine should hear exactly that, not a recommendation to rebuild.
06 — Measurement
What you receive.
A written report with findings ordered by money at stake, each with the evidence behind it and the specific change recommended. Read-only access is enough for the whole process, so nothing in the account can be altered while we look.
A short call to walk through the priorities, and availability afterwards for questions from whoever implements. The deliverable is written to be actionable by someone else, which is deliberate.
07 — Questions
Technical guides
Related services
Next step
Managing your own account and unsure about it?
Give us read-only access. We will tell you what to fix first, and what to leave alone.
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