Google Ads audit

Why you need a Google Ads audit

A Google Ads audit helps you evaluate the effectiveness of your campaigns, identify errors, and optimize ad spend. The goal is to increase revenue, reduce costs per customer, and ensure your advertising budget works efficiently.

You should consider an audit if:

• Your ad spend exceeds expected returns;
• Campaign performance has dropped compared to previous periods;
• You are unsure if your ad account settings are optimized.

An independent assessment also provides professional insight into campaign quality and growth opportunities.

Key steps in a Google Ads audit

1. Quick account review (express audit)

This first stage identifies obvious issues in your ad account setup:

• Account setup: analytics integration, conversion tracking, audience collection
• Account structure: clarity, manageability, scalability
• Campaign settings: campaign types, target regions, languages, device targeting
• Keywords: grouping, match types, relevance, quality score
• Traffic analysis: search query review, negative keywords
• Ads review: relevance, ad copy quality, correct URLs, ad extensions
• Impression and conversion loss: ranking issues, budget limits
• Display Network: site quality, targeting accuracy
• Bids and budgets: bid amounts, campaign budget allocation

2. Detailed audit

When no major issues are found in the express audit, or after corrections, a full audit is performed:

• Set clear goals, identify errors, and suggest improvements
• Analyze data from ad accounts and analytics
• Review existing campaigns and their performance
• Evaluate competitor strategies and bids
• Develop a strategy to optimize campaigns and maximize ROI

This stage also examines what happens to leads after clicking ads and evaluates landing pages, conversion paths, and user experience.

Audit outcomes

After the audit, you receive:

• A detailed report on campaign performance
• Recommendations to improve ROI and reduce costs
• Optimized bid and budget strategies
• Audience segmentation for better targeting
• Suggested improvements for landing pages and ad copy
• Correction of technical issues and account setup errors