Account structure & targeting
The audit reviews your account architecture: campaigns, ad groups, keyword match types, audiences, and exclusions. The goal is to spot the segments that waste budget and the ones that would deserve more investment.
Digital Marketing
Google Ads Audit
A one-off diagnosis of your Google Ads account to pinpoint what wastes your budget and what can genuinely make it grow. You leave with a deliverable of concrete recommendations, ranked by impact and ease of implementation.
I’m Théo Maupilé, a freelance Google Ads specialist based in Barcelona, trained inside a Top 6 global advertising group. A Google Ads audit is a one-off diagnosis (one-shot), not monthly management: I analyze your structure, your tracking, your bids, and your ads at a given point in time, and you leave with a written deliverable of prioritized recommendations, which you apply yourself or hand over to me afterwards. Each audit is quoted per project, based on the scope of the account.
Google Partner · 5/5 on Malt (46 reviews) · +100 clients supported
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Tracking & measurement
A full check of your measurement: Google Ads conversions, GA4, GTM, consent mode. Are your campaigns optimizing on reliable data, or flying blind? The audit proves it, figures in hand, or fixes it.
Budget & bidding strategy
Analysis of how budget is split across campaigns and of your bidding strategies: where the money goes, what it returns, and where to reallocate it first for a better return.
Ads & landing pages
A review of the relevance of your ads, your extensions (assets), and Quality Score, all the way to the landing page: a paid click that lands on a slow or off-topic page is wasted budget.
Choosing well
An audit, yes, but by whom?
An audit is only as good as the hand that runs it. Judge on the evidence, not on the title.
"Google Ads audit": everyone offers one, from the automated template a tool spits out to the real diagnosis done by hand by an expert. The difference isn’t in the word, it’s in the method and the deliverable. Here are the four checks to make before entrusting the audit of your account, to me or to anyone else.
A clear method and deliverable
Ask to see the structure of the deliverable before you pay: does it cover structure, tracking, bidding, ads AND landing pages? A serious audit is written, prioritized by impact, and ends with concrete actions, not with a raw export of metrics.
A verifiable certification
Google issues a public badge, Google Partner, that attests to a level of competence and managed spend. It’s proof you can verify yourself, unlike a mere title displayed on a page. I am a Google Partner.
Knowing who actually runs the audit
In many organizations, the person who sells you the audit isn’t the one who carries it out. Ask who gets their hands in the account and with what seniority. Here, the answer is simple: me, and no one else.
A transparent and actionable diagnosis
You need to understand every recommendation: the problem, why it costs, and what to do concretely. A good audit explains its decisions and leaves you free to apply them yourself or hand them to me, without locking you in.
Applied to my profile: a verifiable Google Partner certification, a track record at Google and then Mediabrands (top 6 global agency groups), a written and prioritized deliverable, and a single point of contact who runs your audit. Run these four checks with every provider you compare: it’s the fastest way to avoid a generic audit that teaches you nothing.
Concretely
What the audit covers.
Every performance lever put under the microscope, from the account down to the landing page.
Account structure
How campaigns and ad groups are organized, the consistency of the split (by intent, by product, by margin), match types, and level of granularity. A clear structure is the precondition for effective management.
Tracking & measurement
Google Ads conversions, GA4, GTM, consent mode v2: I check that your conversions are properly counted, deduplicated, and sent back to the algorithm. Without reliable measurement, everything else optimizes blind.
Keywords & search terms
A review of your keywords, of overly broad match types, and above all of the search terms actually triggered: that’s where wasted budget hides, for lack of clean negatives and exclusions.
Budget & bidding strategy
Budget allocation across campaigns, choice of bidding strategies (tCPA, tROAS, Maximize conversions), and consistency with your goals. Where the money goes, what it returns, where to reallocate it.
Ads & extensions
Ad relevance (RSAs), extension coverage (assets: sitelinks, callouts, snippets), and message / keyword / page alignment. Weak ads drag down Quality Score and cost per click.
Landing pages & Quality Score
Speed, relevance, and experience of your landing pages, and their impact on Quality Score. A paid click that lands on a slow or off-topic page costs more and converts less.
To avoid
The 6 problems the audit reveals most often.
What I find account after account, and what it really costs.
1. Broken or incomplete tracking
Misconfigured conversions, duplicates, missing consent mode: the algorithm optimizes on false signals and your budget goes to the wrong place. It’s the most serious problem, because it distorts every other decision.
2. Broad without negatives
Broad match keywords without a solid negative list trigger off-topic searches that burn budget silently. The audit surfaces the triggered terms and quantifies the waste.
3. Performance Max without guardrails
PMax launched without brand exclusions, without a well-tended product feed or audience signals lets the algorithm overpay for conversions that would have come on their own, often cannibalizing brand Search.
4. A scattered budget
Too many campaigns share the budget, none collects enough conversions for automated bidding to learn. Effort gets scattered instead of concentrated where the return is proven.
5. Low-relevance ads
Generic RSAs, missing extensions, weak keyword / ad / page alignment: Quality Score drops, cost per click climbs, and the ad gets outbid by better-structured competitors.
6. Over-optimization
Changing bids or budgets every day, cutting campaigns too early: automated strategies never get the time to stabilize. Constant fiddling stops the account from finding its rhythm.
How it works
How the audit unfolds.
A simple, framed process, for a reliable and actionable diagnosis.
A diagnosis, not a commitment.
The audit is one-off: you leave with a clear plan, free to apply it yourself or hand it to me.
Book your consultationAccess & data extraction
You give me read access to your Google Ads account (and to GA4 / GTM if needed). I extract the real data over a representative period: nothing is based on assumptions, everything starts from your account.
Analysis
Every lever is reviewed: structure, tracking, keywords and search terms, bidding, budget, ads, and landing pages. I cross-reference the data to isolate what wastes and what has potential.
Prioritized readout
You receive a written deliverable and, if you want, a session to walk through it together. Recommendations are ranked by impact: the quick wins to launch right away and the deeper projects that shape the long term.
Client reviews
They trusted me with the audit of their account.
★★★★★
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
★★★★★
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
🚀 Need ongoing management, not just a diagnosis? Discover the Freelance Google Ads service.
Go deeper
My articles on this topic.
What I publish when a technical point deserves more than a paragraph.
FAQ
Questions, Answers
Everything companies ask me before trusting me with the audit of their Google Ads account.
What exactly is a 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.
How long does a Google Ads audit take?
The timeline depends on the scope: number of campaigns, age of the account, platforms involved, and the depth requested. It’s set with you before we start, as soon as I have read access to the account. The goal isn’t to go fast, but to deliver a reliable and directly actionable diagnosis.
What does the audit deliverable contain?
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. You leave with the quick wins to launch right away and the deeper projects to plan.
Do I have to give you access to my Google Ads account?
Yes. The audit relies on the real data from your account, not on assumptions: I need read access to your Google Ads account, and ideally to GA4 and GTM to check the tracking. Read access is enough to analyze: no change is made without your green light.
What is the difference between an audit and monthly management?
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.
What is the difference between coaching and an audit?
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.
Can I ask for an audit of a single campaign?
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.
Does the audit include strategic advice or only technical advice?
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.
How often should you run a Google Ads audit?
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.
Why run a Google Ads audit?
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.
