Google Ads Audit
Google Ads Audit, Systematic Diagnosis of Your Account
An audit is a thorough analysis of your Google Ads account against clear check points. It shows where potential lies, where budget is wasted and which signals are missing, with concrete recommendations.
What is a Google Ads audit?
A Google Ads audit is the systematic review of an existing Google Ads account against defined criteria, from account structure to conversion tracking to lead quality, with the goal of deriving concrete improvements.
15 check points
What I check first in an audit
Each card shows a check point with a typical weak spot and the solution I recommend.
Account structure
Often: Unclear campaign and ad group structure
Fix: Clean separation by theme, product or audience
Conversion tracking
Often: Incomplete or incorrect conversion capture
Fix: Clean conversion setup with Enhanced Conversions
Campaign goals
Often: Goals contradict business goals
Fix: Aligning advertising goals with real conversions
Search terms
Often: Unreviewed search terms waste budget
Fix: Systematic search-term analysis and exclusions
Match types
Often: Wrong keyword options cause wasted spend
Fix: Deliberate use of exact, phrase and broad
Negative keywords
Often: Missing or patchy exclusion lists
Fix: Structured negative-keyword strategy
Smart Bidding
Often: Bidding without matching signals
Fix: Value-based bidding with qualified conversions
Conversion values
Often: All conversions weighted equally
Fix: Differentiated conversion values by lead quality
Performance Max
Often: PMax without control or transparency
Fix: Review asset groups, search themes and exclusions
Locations
Often: Too broad or wrong geographic targeting
Fix: Precise location targeting by market
Audiences
Often: Unstructured or missing audience signals
Fix: Meaningful audience segments and signals
Devices
Often: Unchecked device performance
Fix: Device-specific adjustments by performance
Landing pages
Often: Ad vs. landing-page mismatch
Fix: Consistency between query, ad and page
Budget allocation
Often: Budget poorly distributed across campaigns
Fix: Scale profitable, reduce inefficient areas
Lead quality & CRM signals
Often: No feedback from sales
Fix: CRM feedback to Google via Offline Conversions
Outcome
What you have after an audit
Clear status quo
An honest assessment: what works, what doesn't, where potential lies.
Prioritized actions
Concrete recommendations, sorted by impact and effort.
Decision basis
The basis to decide: implement yourself, accompany internally, or ongoing management.
Related services
After the audit
Next step
Do you know where your Google Ads account really stands?
An audit creates clarity, honest, systematic and with concrete recommendations.