Audits
A Google Ads audit that tells you what to fix first
Thirty questions, answered for your account. You get a clear, prioritised roadmap: what needs fixing now, what can wait, and what’s already working.
In short: a 30-question Google Ads audit covering tracking, structure, Performance Max, remarketing, Display and Video, with a written roadmap. For business owners, fractional CMOs and agencies who want a second opinion.
What I check
Six areas, thirty questions
The same checklist I’ve used on accounts from small businesses to big brands.
Conversion tracking
Are the numbers real? Are enquiries, calls and sales counted once, and correctly?
Account structure and settings
Is the budget spread too thin? Are locations, networks and bidding set up for your goal?
Keywords and search terms
What are people actually searching when your ads show, and how much of it is waste?
Ads and assets
Are your ads relevant, tested and using every asset Google gives you?
Performance Max
Is it fed with good data, sensible assets and the right signals, or quietly eating your brand traffic?
Remarketing, Display and Video
Are you reaching people who already know you, without paying for junk placements?
Three levels
Basic, advanced or multi-platform
Each audit is a once-off project with a fixed quote.
Basic audit
Once-off. Usually 5 working days
- Tracking, structure, settings and waste
- A written list of fixes, in priority order
- Best for smaller accounts and quick second opinions
Most useful
Advanced audit
Once-off. Usually 5 working days
- All 30 questions across six areas
- A custom roadmap: fix now, fix next, fix later
- A walkthrough call to explain every finding
- Credited against the first month if you hire me to fix it
Multi-platform audit
Once-off. Up to two weeks for large accounts
- Everything in the advanced audit
- Across Google Ads and your other ad platforms, such as Microsoft Ads
- How the platforms and your tracking work together
- Best for businesses spending across more than one platform
What a finding looks like
Clear, specific and in plain English
Every finding says what’s wrong, why it costs you money, and exactly what to do about it.
Page views are being counted as conversions
What’s happening: the “conversion” is firing when someone views the thank-you page template, which also loads on other pages.
Why it matters: Google thinks you’re getting far more sales than you are, so it’s bidding up on the wrong clicks.
What to do: move the conversion to the real purchase event, then give Smart Bidding two weeks to relearn.
Questions
Audit FAQs
What’s the difference between the basic and advanced audit?
The basic audit checks the foundations: tracking, structure, settings and obvious waste. The advanced audit covers all 30 questions, including Performance Max, remarketing, Display and Video, and comes with a full roadmap and a walkthrough call.
Do I need to give you access to my account?
Yes, read-only access is enough. You stay the owner, and you can remove me the moment the audit is done.
Who is an audit for?
Anyone running Google Ads who wants a second opinion: business owners, fractional CMOs, marketing managers, and agencies checking an account before a pitch or a handover.
Will you just tell me to hire you?
No. The roadmap is written so you, your team or your current agency can act on it. If you’d like me to do the work, I’ll quote for it separately.
How long does it take?
Basic and advanced audits usually take five working days from access to report. A large multi-platform audit can take up to two weeks.
How much does an audit cost?
It depends on the level and the size of the account. I’ll quote a fixed price once I’ve had a quick look at what you’re running.
Not ready to talk yet?
Check your own account in ten minutes
These are twelve of the thirty questions I ask in a paid audit. Answer them, get a green, amber or red score straight away, and I’ll email you the full report with what to fix first.
No login to your account needed. Just honest answers.
Let’s talk
Want a second opinion on your account?
Book a free call. I’ll ask a few questions and tell you which audit, if any, makes sense.
You’ll speak to me, not a sales rep. And I’m the one who works on your account.