The Google Ads audit is a comprehensive review of a company’s Google Ads pay-per-click campaigns. Our Google Ads audit service identifies areas of improvement, inefficiencies, and opportunities for optimization to enhance the performance of PPC campaigns. The audit is a great first step in identifying opportunities for growth and creating a good foundation for future success.

What Type of Accounts Do We Audit?

We primarily focus on e-commerce and direct to consumer ads accounts using ad types like Google Shopping or PMax. We also work with B2B and hybrid wholesale/retail manufacturing companies that focus on Search or Display. Over 16 years, we’ve seen just about every type of industry and business type.

  • Retailers using PMax, Google Shopping, Shopify Marketplace, AI Max, and more
  • Wholesale Manufacturing companies using standard Search, Display, Shopping, and YouTube
  • B2B companies focused on Search, AI Max, Meta Retargeting and Remarketing
  • Highly restricted accounts like Healthcare and Legal Services, including Bankruptcy Law and Addiction services
  • Non-Profits running a Google Ad Grants campaign

What’s Covered In The Audit?

An audit typically covers various aspects of the Google Ads account, including campaign structure, keyword selection, ad copy, targeting settings, bidding strategies, budget allocation, ad assets, landing pages, conversion tracking, and overall account health.

Our Audit Service Includes:

  1. Ad Campaign Structure: Reviewing the organization and hierarchy of campaigns, ad groups, and keywords to ensure they align with business goals and audience targeting.
  2. Keyword Performance: Assessing the relevance, search volume, competition, and performance metrics (such as click-through rate, conversion rate, and cost per acquisition) of keywords to identify opportunities for optimization or expansion.
  3. Ad Copy and Creative: Evaluating the effectiveness of ad copy, headlines, descriptions, and visual assets in attracting clicks, generating leads, and driving conversions. Suggestions for A/B testing and optimization may be provided.
  4. Targeting and Audiences: Reviewing targeting settings, including geographic, demographic, and device targeting, as well as audience lists and remarketing strategies, to ensure campaigns reach the most relevant and valuable audience segments.
  5. Bid Optimization: Analyzing bidding strategies, bid adjustments, and budget allocation to maximize ROI while controlling costs. Recommendations may include adjustments to bidding strategies, bid modifiers, and budget reallocation based on performance data.
  6. Assets: Assessing the use and performance of ad extensions such as call extensions, location extensions, and site-links to enhance ad visibility, click-through rates, and user engagement.
  7. Landing Page Evaluation: Reviewing the relevance, quality, and conversion optimization of landing pages linked to Google Ads campaigns to ensure a seamless user experience and maximize conversion rates.
  8. Conversion Tracking and Measurement: Verifying the setup and accuracy of conversion tracking, including tracking codes, goals, and e-commerce tracking, to accurately measure campaign performance and ROI.
  9. Account Health and Best Practices Compliance: Checking for compliance with Google Ads policies, account structure best practices, and recommended optimizations to ensure long-term success and prevent potential issues such as ad disapproval or account suspension.
  10. Recommendations & Road Map: Summarizing findings and providing actionable recommendations for optimizing Google Ads campaigns, improving performance, and achieving business objectives.
  11. Google Merchant Center Review: If you’re running e-commerce, we’ll review your current product catalog and look for ways to better position the product feed in your account. Beyond the simple diagnostic reports you’ll find on your catalog dashboard, we’ll do a deeper dive into the feed structure to see if you’re optimizing your product listings for the best possible placement and ad rank on shopping results. We also offer comprehensive PPC catalog management support services, including testing, custom tagging, and listing optimization services (not included in our audit but for an optional support fee).

Overall, a Google Ads audit aims to provide valuable insights and actionable recommendations to help businesses maximize the effectiveness of their PPC advertising investment on Google’s Network. We’ll help guide you as to what changes will have the most impact and help you build a plan for success.

What Industries Do We Serve?

Over the last two decades, our team has worked in several industries including e-commerce, consumer products, B2B, travel, healthcare, legal services, and more. Sean has lead PPC strategy and execution for Fortune 500 companies as well as growing mid-size companies and startups. Not sure if your business is a good fit for our team? Book a free consultation.

Ready To Get Started?

Our audits start at $1500 based on the size of the account and your current advertising spend. Book a call with Sean today to learn more about our PPC ads audit service.

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What An Audit Can’t Do

Occasionally we engage clients that require much more resources than we can provide through our standard paid media audits. If your team is lacking expertise in all things Google Ads, Google Analytics, and digital marketing, consider setting up a separate call to discuss our Digital Marketing Discovery. Our Discovery is designed to help your company decide what resources need added to your team and how much you should budget. We’re a good fit for many companies looking to grow their business on PPC but we’re not always the best fit. A Discovery can help answer some of those questions and point your team in the right direction.

Our audits are not a great fit if you’re:

  • Learning how to DIY Google Ads
  • Lack the internal resources to execute recommendations in the audit
  • Are unfamiliar with basic concepts like web analytics, KPIs, web design, etc.
  • Needing a tutorial on making edits to ads or managing keywords

Not having the proper resources in-house can limit how effective you can execute on our audits. Our audits are designed for someone with at least 1-2 years of basic hands-on PPC management experience.

What An Audit Can Do

Our audits typically result in our team handling the management and execution. Clients usually gain insights from our reports but often lack the experience needed to restructure accounts. In that case, our team will gladly step in and help restructure your account. We ask for minimum monthly engagements to both ensure your success and allow time for methodical account changes to bake into Google’s system (ad rank, page quality, etc).

  • Reduce wasted spend on poor quality clicks
  • Improve ROAS and CPA performance
  • Reduce time needed for catalog management
  • Improve catalog performance for future expansion
  • Redirect spend to improve customer acquisition

If all of this sounds great to you, consider booking a call to discuss next steps.