Google Ads Audit Services that cut waste and unlock scalable growth
If your CPCs are climbing, lead quality is drifting, or Performance Max feels like a black box, this audit gives you a ranked action plan to improve tracking confidence, regain efficiency, and scale what is working. Built for Vancouver and Canada based accounts running Search, PMax, Shopping, Display, and YouTube.
Is this the right audit for your account?
Use this section to self-qualify quickly. If you are unsure, submit the form and we will point you to the right starting point.
Best fit
- Lead gen accounts where CPL is rising or lead quality is inconsistent
- Ecommerce accounts where ROAS is volatile or PMax is over-spending
- In-house teams that need a neutral second opinion and a ranked plan
- Accounts where tracking confidence is low (GA4, GTM, offline imports)
Common symptoms
- Good clicks, weak conversions (or conversions that do not match CRM)
- Search term bloat, broad match drift, or negative keyword neglect
- Quality Score stagnation and weak landing page relevance
- Display and YouTube spend with unclear incremental impact
Not ideal if
- You need an account build from scratch (start with Account Setup)
- You want implementation included in the audit fee (we can add it)
- You cannot provide account access or conversion goals
- You are actively in a suspension issue (see Suspension Help)
What you get from the audit
A clear set of findings and recommendations you can implement immediately, plus a 90-day roadmap when you choose Tier 2 or Tier 3.
Wasted spend elimination
Pinpoint where your budget is leaking across queries, placements, devices, locations, schedules, and campaign settings.
Search terms and intent control
Match types, negatives, query routing, and structure changes that keep volume while improving relevance.
Smart bidding sanity check
Assess if your bidding strategy matches your conversion quality and data density. Fix learning resets and misalignment.
Asset and ad strength improvements
RSA coverage, asset groups, extensions, creative themes, and messaging consistency from keyword to landing page.
Landing page alignment notes
Friction points and relevance gaps that hurt Quality Score and conversion rate, with priority fixes for CRO lift.
Tracking confidence and attribution
Verify conversion actions, GA4/GTM signal quality, and recommended upgrades like Enhanced Conversions.
Audit scope, broken into modules
Choose a module to preview what we check. On mobile, modules open in a scrollable sheet that you can swipe down to close.
Account and campaign structure
We check whether your structure helps Google learn efficiently and helps you control intent, budgets, and reporting.
- Campaign objectives, networks, geo settings, and budget allocation logic
- Keyword routing, segmentation, and overlap that causes cannibalisation
- Match type mix and where control is needed vs where automation is safe
- Naming hygiene and reporting readiness for faster optimisation
Related service: Waste Reduction and Account Cleanup
Search terms, negatives, and intent drift
We identify queries that look efficient but do not convert, and queries that convert but should be isolated and scaled.
- Search term mining: waste patterns, irrelevant intent, and missed conversions
- Negative keyword strategy by theme and funnel stage
- Brand vs non-brand separation and protection strategies
- Query to landing page mapping for relevance and conversion uplift
Related service: Negative Keyword Management
Smart bidding and bid strategy fit
We validate that your conversion actions, data volume, and lead quality signals support your chosen bidding strategy.
- Conversion action hygiene: primary vs secondary, duplicates, and value rules
- Learning stability: change frequency, budget constraints, and seasonality
- tCPA / tROAS realism checks and how to reach targets safely
- Device, location, and schedule signals and whether adjustments are needed
Related service: Smart Bidding and Bid Strategy Management
Performance Max control and scaling
We reduce black box risk by tightening signals, improving assets, and reviewing where spend is really going.
- Asset group structure, audience signals, and creative coverage gaps
- Search themes and brand exclusions (where applicable)
- Feed quality and product performance, if ecommerce is involved
- Channel and placement insights to identify inefficient distribution
Related services: PMax Campaign Management and Merchant Center Setup
Ads, assets, and message match
We improve relevance and click-to-lead quality by aligning creative to intent and landing pages.
- RSA coverage, pinning strategy, and asset redundancy
- Extensions and assets that raise CTR without hurting conversion quality
- Offer clarity, trust, and friction reducers for Vancouver and Canada audiences
- Ad to landing page alignment notes for Quality Score improvements
Related service: Ad Copywriting and Creative Optimisation
Measurement, attribution, and lead quality
We check whether your conversions represent real business outcomes, not just button clicks.
- GA4 + GTM event accuracy, deduplication, and funnel integrity
- Enhanced Conversions readiness and first-party signal upgrades
- Offline conversion imports and basic CRM feedback loop planning
- Consent Mode and tracking resilience recommendations (if relevant)
Related services: Conversion Tracking Setup and Lead Attribution
Brand safety, fraud signals, and placements
We reduce risk by reviewing where ads appear and whether low-quality clicks are skewing results.
- Display and YouTube placement reviews and exclusions
- Spam lead patterns and whether call tracking is needed
- Click quality signals and recommended monitoring approach
- Policy risks that could lead to disapprovals or account issues
Related services: Placement Audits and Click Fraud Monitoring
How the audit works
A lean senior process with fewer handoffs. You get clear findings, prioritised fixes, and a readout that makes decisions easy.
Tier 1: 5 business days. Tier 2: 7 business days. Tier 3: 10 business days.
- Access and targets Goals, constraints, and success definition
- Measurement check Conversions, attribution, and lead quality signals
- Efficiency and intent Queries, placements, bids, and structure
- Scaling blueprint Where to grow, what to cut, and why
- Readout and plan Ranked actions, timelines, and next steps
1) Access and targets
We confirm what matters most: lead quality, ROAS, pipeline value, or cost per sale. We align on account scope, campaigns in play, and any constraints like geo targeting or compliance requirements.
- Scope confirmationOne account by default, plus key campaigns and channels you care about most.
- Targets that match realityWe sanity-check targets so optimisation does not chase impossible numbers.
2) Measurement check
We validate conversion actions, duplication, value settings, and whether GA4 and GTM are producing reliable signals. If you need stronger signal quality, we recommend the right measurement upgrade, not a generic tracking checklist.
Optional add-on: GA4 + GTM Conversion Tracking Setup
3) Efficiency and intent
We map waste patterns across search terms, placements, devices, locations, and scheduling. We also identify where match types and structure are allowing intent drift and low-quality conversions.
Optional add-on: Account Cleanup Sprint
4) Scaling blueprint
We identify your best scaling levers: campaign types, audience strategy, asset coverage, landing page alignment, and measurement improvements that unlock smarter bidding and better lead quality.
If you run PMax or Shopping: we will also review feed readiness and signal quality.
5) Readout and action plan
You receive a ranked list of actions, why they matter, and an implementation order. We focus on clarity: what to do first, what can wait, and what not to change yet.
What we check (high impact areas)
A practical checklist focused on performance drivers. You get findings, a fix plan, and the why behind each recommendation.
| Area | What we look for | What you get |
|---|---|---|
| Conversion actions Accuracy and attribution |
Primary vs secondary conversion setup, duplicates, value rules, attribution settings, and lead quality proxy signals. | A conversion hygiene plan and a measurement upgrade recommendation if your bidding is learning from weak signals. |
| Search terms Intent control |
Query drift, wasted spend patterns, negative keyword gaps, brand protection, and routing mistakes. | A prioritised negative and structure plan to protect quality while keeping volume. |
| Bidding strategies Learning stability |
Strategy fit, target realism, change frequency, budget constraints, and underpowered conversion volume. | Recommended strategy changes, target steps, and a safe transition plan to avoid performance drops. |
| PMax and assets Creative and signals |
Asset coverage gaps, audience signals, search themes, and spend distribution risks. | An asset plan and control recommendations to reduce black box risk and increase predictability. |
| Landing pages CRO alignment |
Message match, relevance, speed friction, and form or checkout issues that reduce conversion rate. | Clear landing page alignment notes and quick CRO fixes that raise conversion rate and Quality Score. |
| Brand safety Placement quality |
Display and YouTube placements, spam lead patterns, and potential click quality issues. | A placement and exclusion plan, plus options like click fraud monitoring if needed. |
Want implementation included? We can attach a sprint or move into Google Ads Management Services after the audit.
Google Ads audit pricing
One-time audit packages with clear deliverables. Tier 2 includes conflict-of-interest protection and the audit fee can be credited if you start management quickly.
Foundation
Outcome: find wasted spend and quick wins fast.
- Account and campaign settings review
- Search terms and negatives quick scan
- Tracking presence sanity check
- Priority fixes list (ranked)
- Readout call
What is included in detail
- Audit only, no implementation
- Assumes one account
- Typical timeline: 5 business days
- Input needed: account access
Growth
Outcome: a plan you can implement immediately, plus a 90-day roadmap.
- Everything in Foundation
- Deep search term and structure review
- Bidding strategy fit and target realism
- PMax and asset coverage review (if applicable)
- Landing page alignment notes
- 100% credit to first month if you start management within 14 days
What is included in detail
- Assumes one account, audit only
- Typical timeline: 7 business days
- Inputs needed: account access and conversion goals
- Includes conflict-of-interest protection (Tier 2+)
Scale
Outcome: rebuild blueprint plus 90-day plan and executive summary.
- Rebuild blueprint and structure recommendations
- 90-day prioritised roadmap
- Measurement plan notes and upgrade path
- Workshop (stakeholders welcome)
- Executive summary for leadership
What is included in detail
- Assumes one account
- Typical timeline: 10 business days
- Inputs needed: account access, conversion goals, and lead quality definition
- Implementation is available as an add-on sprint or retainer
Common add-ons
Optional services that pair well with audit findings. These are guardrails, not upsells. Add only what closes the biggest gaps.
Frequently asked questions
Short answers that help you decide quickly.
Do you implement fixes, or is it audit only?
Will you audit Performance Max and Shopping?
How long does the audit take?
What access do you need?
Do you offer conflict-of-interest protection?
What does "Google Partner" mean for your team?
Are you Google Ads certified?
Can my team join the audit readout?
Request your Google Ads audit
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