Google Ads Audit

Google Ads Audit Services

Actionable insights that cut wasted spend and turn your account into a growth engine.

Your campaigns may be running but are they really working as hard as they should? Hidden inefficiencies like broad match overspend, poor conversion tracking, duplicate audiences, untested ad copy, and neglected bidding strategies often drain budgets without delivering results.

Our Google Ads Audit goes far beyond a quick account check. We combine advanced tools with hands-on expertise and real-world PPC judgment to show you exactly what’s working, what’s broken, and what to fix first so your budget drives maximum leads, sales, and ROI.

What you get (clear, usable deliverables)

• Executive Summary (plain English): The key issues, why they matter, and the expected impact on ROI and lead flow.
• Account Scorecard: Pass / Warn / Fail across campaign structures, targeting, tracking, and optimisation.
• Prioritised Action Plan: Effort vs. impact roadmap, with step-by-step fixes and examples.
• Dev/Team-Ready Tickets: Clear requirements + acceptance criteria for tracking, tagging, and landing page fixes.
• Campaign Structure Recommendations: How to streamline account design for performance and future scaling.
• Keyword & Query Review: Which terms are driving ROI vs. wasting spend, and how to reallocate.
• Tracking & Attribution Fixes: Ensure every click, conversion, and revenue stream is captured correctly.
• Walkthrough Call (optional): We explain the findings so your team can take confident, fast action.
• Re-test & Validation (optional): We’ll check fixes, update the scorecard, and confirm improvements.

What we cover (deep dive)

1. Account Structure & Campaign Setup

• Campaign objectives aligned with business goals.
• Use of Search, Display, Performance Max, and Shopping.
• Duplication, overlap, or missing coverage.

2. Keywords & Search Queries

• Match type usage: broad vs. phrase vs. exact.
• Negative keyword lists and query filtering.
• Redundant or competing terms.

3. Ad Copy & Creative

• CTR benchmarks, relevance, and testing cadence.
• Responsive Search Ads optimisation.
• Extensions (sitelinks, callouts, structured snippets).

4. Bidding & Budget Allocation

• Smart bidding setup vs. manual controls.
• Budget distribution across high vs. low ROI campaigns.
• Dayparting, device, and geo adjustments.

5. Audience & Targeting

• Demographic, in-market, and remarketing audience usage.
• Exclusions to reduce wasted clicks.
• Layering strategies for higher intent.

6. Landing Pages & Conversion Flow

• Alignment between ads, keywords, and landing content.
• Page load speed and mobile experience.
• Form tracking, CTA clarity, and bounce patterns.

7. Tracking & Analytics

• GA4 / Google Ads conversion tracking setup.
• Tag Manager sanity check.
• Attribution models: last click vs. data-driven.

Why a Google Ads Audit matters

Every pound spent should drive measurable growth. Without a well-structured account, money leaks fast. Our audit helps you:

• Eliminate wasted spend and focus on profitable clicks.
• Improve conversion tracking so you see true ROI.
• Scale campaigns with confidence — no guesswork.
• Get clear priorities your team can action immediately.

Our Google Ads audit workflow

Access & Discovery – We gather read-only access to your Ads account, GA4, and Tag Manager.
Evidence Gathering – Campaign deep-dive, query analysis, conversion path checks, and competitor benchmarks.
Findings & Priorities – Scorecard + effort/impact roadmap, with owner assignments.
Fix Support – We can work with your in-house team or provide advisory tickets.
QA & Validation – Confirm tracking, budgets, and reporting are clean.
Retest (optional) – Re-run checks, validate changes, and refine for scale.

What we need from you

• Read-only access to Google Ads + GA4 (and GTM if used).
• Business goals/KPIs for lead or revenue targets.
• Any past performance reports or migration notes.

Common issues we fix (fast wins + big lifts)

• Broad match campaigns burning through budget with low intent clicks.
• Missing or broken conversion tracking in GA4.
• Campaigns without negative keywords wasting spend.
• RSAs running without proper testing or optimisation.
• Budgets split inefficiently across campaigns.
• Remarketing audiences set up but never applied.

Why SMEs choose Zaddle

1. 18+ years delivering measurable digital marketing results for UK SMEs.
2. Practical fixes you can actually implement (no jargon, no fluff).
3. We align recommendations with business outcomes: leads, sales, ROI.
4. Flexible support: one-off audit, implementation, or ongoing campaign management.

Related PPC services

• Monthly Google Ads Management – Continuous optimisation for growth.
• Google Shopping Ads Audit – In-depth audit across Performance Max, Standard Shopping & Feed Integrity.
• Paid Social Audits – Evaluate and align cross-channel spend.

FAQs About Google Ads Audits

Will this include landing page design?
We audit your current pages and highlight issues. Design/UX fixes can be supported through our CRO/landing partners.

Can you implement the fixes?
Yes, we can hand over a roadmap to your team or provide ongoing management to put fixes in place.

How quickly will we see results?
Some fixes (negative keywords, budget shifts, tracking) can deliver instant improvements. Others compound over weeks as campaigns optimise.

Ready to stop wasting ad spend?

Let’s identify what’s holding your campaigns back — and give you a roadmap to higher ROI.

Book your Google Ads Audit today.