Monday morning. Google Ads shows an optimisation score of 94%. In the sales meeting, your team says the leads from your biggest campaign don't pick up the phone.
That score goes up when you accept Google's recommendations. It also goes up when you dismiss them. It tells you that someone visited the tab. It says nothing about what the account puts in the bank. An audit has to tell you what each problem costs and where to start. Here is what we hand over and what we need from you.
Four questions to ask before you order a Google Ads audit
Put them to anyone offering you one. Our answer sits under each.
1. What exactly do I get?
A report with every finding, the screen in your account where you can see it, and our estimate of what it costs you per month. It is ranked: the fix that returns the most money goes at the top. Then we walk through it with you in a working session.
2. How much of my time does it take?
Your part is granting access, about ten minutes. We do the rest, and we give you a delivery date before we start, because it depends on how many accounts and countries you run.
3. What access do you need?
Read-only: Google Ads and Google Analytics 4. If you sell from a product catalogue, Merchant Center too. If you generate leads, send us an export from your CRM (where your sales team logs every contact) showing which ones became customers. We change nothing in the account, and you remove our access when we're done.
4. How is this different from an automated check?
An automated checker trusts what Google says about itself. Open Goals > Conversions: if the Count column for your form says "Every", someone who submits it twice counts as two leads, and the checker accepts that. We hold what Google reports up against your actual sales. That is where campaigns that look profitable and aren't come to light. We go through it step by step in how to audit a Google Ads account.
What happens once you have the report
You keep it. Your team or your current agency can run with it, and if you do it yourselves, you owe us nothing more.
If you'd rather we do it, we start with the first line of the report. This is how we work as a Google Ads agency.
What you can do today, before talking to anyone
Export your campaign report for the last 90 days and run it through the dead spend auditor. It shows which part of your budget hasn't produced a single conversion. The file never leaves your browser.
That's the first cut. To find out what each problem costs and where to start, request an audit of your account.
Frequently asked questions
How much does the audit cost?
It depends on how many accounts and markets you run. We give you a fixed price before we start.
I already work with another agency. Does this still make sense?
Yes. The audit doesn't touch the account, so your agency keeps working in the meantime. Afterwards you can hand them the report to execute.
What is your score not showing you each month?
Request the audit. We send back every issue with its cost and the order to fix it.
Read-only access is all we ask for.