Google Ads audit service

If your Google Ads account is running but the results do not look right, an audit can show you where the problems actually are. I review the account as a whole: structure, traffic quality, bidding, conversion tracking, landing pages, competitors, and the business outcomes behind the conversions.

This is a hands-on audit for lead generation accounts. The goal is not to produce a generic checklist. It is to identify what is working, what is wasting money, what is distorting the data, and what I would change first.

Google Ads audit pricing starts at $450. The exact price depends on the size and complexity of the account.

What I check during a Google Ads audit

I normally review the last 30 to 90 days of account activity, then go deeper where the data or account history calls for it.

• Account and campaign structure
• Branded vs non-branded traffic
• Keywords and match types
• Search terms and negative keywords
• Budgets and budget allocation
• Bidding strategies and targets
• Search Impression Share and lost impression share where relevant
• Geographic targeting
• Search partners and network settings
• Ads and assets
• Audiences and account-level settings
• Performance Max setup and traffic quality
• Conversion actions, primary/secondary settings, and attribution
• Conversion tracking accuracy and overreporting
• Change History and major account changes
• Landing page relevance and conversion path
• Competitor ads and market approach

I also check whether Google’s reported performance makes sense in the context of the business. If CRM, call tracking, WhatConverts, or other post-conversion data are available, I use them to evaluate lead quality, booked jobs, revenue, or other outcomes that matter more than the initial conversion.

I don’t compare periods mechanically

Historical comparisons are useful only when the periods are actually comparable.

I usually work with the most recent 30 to 90 days. If the business is seasonal and the account has been relatively stable, I may also compare performance year over year.

But if the campaigns were rebuilt, bidding changed substantially, conversion tracking was replaced, or another major change happened, a simple year-over-year comparison can be misleading. In that case, I use a more relevant baseline and the Change History to understand what changed and when.

I look beyond the Google Ads interface

A technically clean account can still underperform because the landing page is weak, the offer does not match the search intent, or the wrong conversions are being optimized.

As part of the audit, I review the website and landing pages for relevance and conversion factors. I also compare the account’s approach with competitors, including their ads and visible market presence.

If lead-quality or CRM data are available, I include them in the analysis. A campaign that generates cheap conversions but poor leads is not performing well, even if Google Ads says otherwise.

Common problems I find

When a Google Ads audit makes sense

• You manage Google Ads in-house and want an experienced second opinion
• You are a business owner managing the account yourself
• Performance dropped and the reason is not obvious
• You are spending more but not seeing a proportional improvement
• You want to scale and need to know whether the current setup can support it
• You are working with another freelancer or agency and want an independent review
• The reported conversion numbers do not match lead quality or sales

There is no minimum ad spend for the audit. Small accounts can have expensive mistakes too. The scope and price simply depend on how much there is to review.

What you receive

You receive a Google Sheets audit with the findings, my assessment, and specific recommendations for each area reviewed. I prioritize the issues so you can see what I would fix first instead of treating every item as equally important.

After that, we have a Q&A call where I walk you through the audit, explain the reasoning behind the recommendations, and answer your questions.

The audit does not include implementation by default. You can make the changes yourself, or hire me to implement them. If we continue into optimization or ongoing Google Ads management, the audit cost goes toward that work.

How the audit works

1. Context and access

We start with a call about the business, the account, what has changed recently, and what you are trying to improve. I then request read-only access to Google Ads and, when relevant, Google Tag Manager, Google Analytics, CRM, or lead-management data.

2. Account and performance review

I review the account setup, recent performance, Search terms, bidding, budgets, conversion tracking, Change History, landing pages, and competitor approach. I normally use 30 to 90 days of data and expand the comparison when there is a valid reason to do so.

3. Prioritized recommendations

I document what is working, what is not, why it matters, and what I recommend changing. The goal is to leave you with an actionable order of operations, not a long list of observations.

4. Review call

We go through the findings together. I explain the recommendations, answer questions, and discuss what I would tackle first if I were managing the account.

Google Ads audit pricing and timeline

Google Ads audit pricing starts at $450. Larger or more complex accounts cost more because there is more campaign history, tracking, traffic, and structure to review.

Most audits take two to five business days once I have the necessary access and context.

Frequently asked questions

What access do you need?

I need read-only access to your Google Ads account. If tracking or lead quality is part of the review, I may also request read-only access to Google Tag Manager, Google Analytics, WhatConverts, your CRM, or another lead-management system.

Do you audit e-commerce Google Ads accounts?

No. My Google Ads audit service is focused on lead generation accounts.

Is there a minimum Google Ads spend?

No. The audit can be useful at different spend levels. The price depends on the complexity of the account rather than a minimum monthly ad budget.

How much does a Google Ads audit cost?

Pricing starts at $450. The final price depends on the size and complexity of the account.

How much data do you review?

Usually the most recent 30 to 90 days. I may use year-over-year or longer historical comparisons when the account and business conditions are comparable.

Do you check conversion tracking?

Yes. I review conversion actions, settings, data quality, and possible overreporting. When the required access is available, I can also verify the tracking beyond Google Ads.

Do you review landing pages?

Yes. I review relevance between the search intent, ad, and landing page, as well as practical factors that may affect conversion performance.

Can you implement the recommendations?

Yes. Implementation is not included in the audit itself, but I can handle the changes afterward. If the project moves into optimization or ongoing management, the audit cost goes toward that work.

Get an independent second opinion on your Google Ads account

If you are not sure whether the problem is traffic, bidding, tracking, lead quality, or the account structure itself, I can review the setup and show you where I would focus first.