Find out what your account is actually doing.
Most accounts I open are not broken. They're drifting. The spend is going somewhere, it's just not going where you think, and nobody has looked properly in a year.
I'll go through yours line by line and tell you what I find, in order of what it's costing you.
I do these myself. Not a junior, not a white label agency, and not a tool. Same person you'd be on the call with.
A one-off piece of work. No retainer attached, and no obligation to take one.
Book an audit-
CriticalConversions counting form views, not form sends
Every reported lead since March is a page load. Your cost per lead is roughly 4x what the account claims.
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CriticalBroad match with no negative list behind it
emergency plumberis matching toplumber jobs near me. 22% of last quarter's spend went to people looking for work, not a plumber. -
FixTwo campaigns bidding against each other
The same keywords sit in Brand and Generic. You're setting your own price at auction.
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WatchAd schedule runs 24/7, nobody answers after 6pm
Not urgent, but the evening spend converts at half the daytime rate.
Two minutes. Nothing loads from YouTube until you press play.
In their words
“He found things wrong with my campaigns that I hadn't even thought of … there were some really clear recommendations, some really straightforward fixes that I was able to apply straight away.”
James Evans Public speaking coach and director, Vensa CoachingThe audit
What I go through
Everything below, every time. It's the same list whether you're spending £800 a month or £15,000.
Conversion tracking
First, always. If this is wrong then every other number in the account is fiction and there's no point auditing fiction.
Search terms
What people actually typed, as opposed to what you bid on. This is where the waste hides and it's usually not subtle.
Negative keywords
What's blocked, what should be, and whether an old list is quietly blocking the terms you want.
Structure and match types
Whether campaigns and ad groups are organised around your services or Google's defaults, and whether the match types leave you steering the spend or Google.
Bidding and budgets
The strategy, the caps, the targets, and whether campaigns are limited, throttled or bidding under the floor.
Ads and assets
Headlines, sitelinks, callouts. Whether the ad matches the search and whether the assets are earning their space.
Landing pages
Where the clicks land and what happens next. Not a design review, a check on whether the page can convert.
Change history
What's been done to the account and when. It usually explains the graph better than anything else does.
Deliverables
What lands in your inbox
The findings document
Every issue, what it's costing, and the fix. Ordered by impact, not by how it was found. Plain English, no dashboards to interpret.
A prioritised action list
The do-this-first list, split into what to fix this week and what can wait. You can hand it to anyone. It doesn't have to be me.
A call to walk it through Option
60 minutes on Google Meet. I talk you through the findings and answer whatever comes up, however basic it feels.
From getting access to the document landing in your inbox. If I'm booked further out than that, I'll tell you before you pay rather than after.
How it works
Four steps, and three of them are mine
A short call
30 minutes, so I understand what you sell and what a good lead looks like to you. I can't audit an account without that.
You give me read access
Read-only on Google Ads and Analytics. I don't touch anything. That's your whole job here, and it takes five minutes.
I go through it
By hand, campaign by campaign, against the list above. Not a tool report with my logo on the front.
You read it
The document lands and it stands on its own. If you took the call option, we get on Google Meet once you've had a chance to go through it.
Honestly
Whether this is worth your money
Worth it if
- You're spending real money every month and can't tell what it's returning
- An agency runs it and you'd like a second opinion from someone who isn't pitching for the work
- Leads are coming in but they're the wrong ones
- It performed once and you don't know what changed
- You're about to increase the budget and want to know you're not scaling a leak
Not worth it if
- The account is a month old. There's nothing to audit yet, so let it gather data
- You're spending under a few hundred a month. The audit would cost more than it could save you
- You already know what's wrong and just need someone to do it. Skip this, let's talk about the work
- You want a document to justify a decision that's already been made. I'll write what I find
If the audit isn't the right thing for you, I'll tell you that upfront. Turning down a job I can't help with costs me less than doing one badly.
Before you ask
Questions I get
Will my agency find out?
Assume they can. Access shows up in the account and Google tends to tell people about it, so this isn't something I'd try to hide on your behalf. Most people find it's less of a problem than they expect. A second opinion is a reasonable thing for a client to want. If you'd rather they didn't know yet, say so and we'll talk about the options.
Do I need the walkthrough call?
Not necessarily. The document stands on its own, so if you're comfortable in the account and just want the findings, take it without. Add the call if you're not the one who'll be doing the work, or if you'd want to ask why rather than just what. Most of its value is the questions you didn't know to put in an email.
Is this just a tool report?
No. Tools are good at counting things and bad at knowing which of them matter to your business. I use them where they save time, then I go through the account myself. The judgement is the thing you're paying for.
Do I have to work with you afterwards?
No, and plenty of people don't. The action list is written so that your team or your existing agency can pick it up and run with it. There's no follow-up sequence and I won't chase you.
Can you audit Microsoft Ads too?
Yes, as a separate piece of work rather than a freebie on the side. Tell me on the call what you're running and I'll price the two together.
What if you don't find anything?
It hasn't happened yet. If it does, I'll tell you the account is in good shape, say so in writing and refund you. A well-run account is a perfectly acceptable finding, but it's not one worth paying for.
Let's look at your account.
Tell me what you're running and what's bothering you about it. Nothing to prepare.
Book an audit
