Google Ads Audit

It’s a one-off diagnosis of your account: a detailed snapshot of what exists at a given point in time. I analyze in depth the structure, tracking, keywords, bidding, ads, and landing pages, then hand you a written deliverable of prioritized recommendations. It’s not monthly management: it’s an expert status report that you can apply yourself or hand to me afterwards.

The ones I find most often: tracking that counts wrong (duplicates, or worthless actions counted as sales), off-topic queries never excluded, and ad groups running with a single active ad, which leaves the algorithm no choice at all. Recently, one audited account had 14 of them in that situation. None of these mistakes is visible at first glance in the interface: that’s why they last.

The price depends on the size of the account (managed budget, number of campaigns and markets) and the depth requested. Rather than a fixed grid, I prefer to understand your situation on a call and propose a precise scope with a price to match.

The timeline depends on the scope: number of campaigns, age of the account, platforms involved, and the depth requested. Count on two weeks for a simple account, up to a month or more for a large one: the exact range is set with you before we start, as soon as I’ve seen the size of the account. The goal isn’t to go fast, but to deliver a reliable and directly actionable diagnosis.

A written, structured document: the diagnosis lever by lever (structure, tracking, keywords and search terms, bidding, budget, ads, landing pages), backed by concrete examples pulled from your account, and above all an action plan ranked by impact, which we walk through together on a debrief call. You leave with the quick wins to launch right away and the deeper projects to plan.

Yes: admin access. The request comes from my own Google Ads manager account: you just accept it in your account, in two clicks. The audit runs on your real data, not on screenshots, ideally with GA4 and GTM to check the tracking. Nothing is changed during the audit: I look, I measure, I document, and you can remove the access whenever you want, just as easily.

The audit is one-off: it snapshots your account and hands you an action plan at a given point in time. Monthly management, on the other hand, is ongoing support where I optimize your campaigns over time. Many clients start with an audit to remove the doubt, then move to management if the potential justifies it. For ongoing support, see the Freelance Google Ads page.

An audit analyzes your account in depth to identify strengths, mistakes, and optimization angles: it’s a detailed snapshot of what exists, along with written recommendations. Coaching, on the other hand, is interactive: you ask your questions live, we analyze your account together, and I guide you step by step. It’s tailored, flexible support that can last just a few hours depending on your needs.

Yes. If you want to analyze a specific campaign (Search, Performance Max, Shopping…), it’s possible: the audit will be focused but just as thorough. Conversely, a full account audit gives an overall view and surfaces the cross-cutting problems.

Both. The audit highlights technical mistakes (tracking, structure, match types, bidding) but also strategic inconsistencies: poor targeting, poor budget allocation, a conversion funnel misaligned with the offer.

A full audit every 6 months to 1 year is a good rhythm. This frequency depends on how fast your business is growing and the budget invested: the more you spend and the faster your goals shift, the more useful it is to regularly review structure, tracking, and performance to stay aligned with your business priorities.

To identify costly mistakes, spot hidden opportunities, and put your acquisition strategy back on the right track. It’s a complete analysis of your campaigns to understand what works, what’s holding back your performance, and how to improve your return on investment, before reinvesting a single euro more.

It’s the right moment: before adding budget, you know what works and what wastes money. The audit reviews structure, tracking, search terms, bids, ads and landing pages, then delivers recommendations ranked by impact.

The gap often comes from measurement: each ad platform credits itself with its own conversions, and double-counted conversions or test forms inflate the numbers. The audit cross-checks Google Ads against GA4 or your CRM, and tells you what your campaigns really bring in.

That’s the principle of the audit: an independent diagnosis, with no management commitment afterwards. You leave with the recommendations and stay free to apply them yourself, with your team or with your agency.

The search terms that actually triggered your ads tell you: that’s where wasted budget hides, for lack of clean negative keywords and exclusions. The audit reviews them, quantifies the waste and proposes the negatives to add.

The right moment to decide is before renewal, with an independent audit of the account: it shows what works and what needs to change, whichever provider you choose next.

Before changing anything, you need to understand what was built and why: the structure, the measurement, the bid strategies and the history. The audit gives you that map, then changes follow in order of impact, to preserve what the algorithms have learned.

A useful report says what moved, why, and what was decided. If yours stacks metrics without linking them to your sales, the audit gives you an independent reading of your account, in plain language.

Three checks you can run yourself in ten minutes. Do your measured conversions match what actually happens (calls, quotes, sales)? Does the search terms report show queries that talk about your offer? Does every ad group have several active ads? If one of these is off, there is work to do. The audit runs the same check, but on every layer, with the exact numbers from your account.

In the accounts I audit, it almost always comes down to one of the same two causes. Either tracking doesn’t report the real conversions, and the algorithm optimizes on incomplete data. Or a small share of the searches concentrates most of the spend with no link to your offer: that’s the first thing I quantify. The audit tells you how much goes where, and what fixing it changes.