Structure and spend
Campaign and ad-group roles, budgets, spend concentration, change history and whether the structure supports the decisions the team needs.
Independent Google Ads audit
Know where Google Ads is losing signal, budget or decision quality.
Review the account before changing it. Separate confirmed issues from interpretations and testable hypotheses, then decide what deserves attention first.
When the account needs an independent review
An audit is useful when spend grows but the account cannot explain which campaigns create meaningful outcomes or why apparent gains disagree with sales data.
- Spend concentrates in campaigns without a clear decision rule.
- Search terms, locations or devices appear misaligned with the intended customer where those views are available.
- Bidding learns from goals that may count low-quality or duplicate conversions.
- Google Ads and GA4 or CRM results diverge without agreed definitions and a comparable period.
What the account review covers
We choose a data window that reflects the account's volume, changes and conversion lag; thin or disrupted periods are labelled rather than over-interpreted.
Demand and delivery
Search terms, targeting, exclusions and geography, device, time or audience patterns where reporting permits; assess segments in context, not in isolation.
Bidding and goals
Strategies, conversion-action settings, primary goals and values, together with the amount and quality of signal available for optimization.
Performance and landing path
Campaign, ad and asset signals alongside landing-page and funnel observations. Separate traffic quality from post-click friction before attributing a cause.
Measurement and reconciliation
Test the meaning of reported conversions and compare aligned Ads, GA4 and CRM definitions where access permits. Document processing and attribution differences.
Automated campaigns
Assess visible Performance Max or automated-campaign inputs, assets and outcomes, while recording the internal signals that the interface does not expose.
The prioritized findings register
The handover is a decision log, not a list of red flags. Each entry shows what was observed, what remains uncertain and what a team could test next.
- 01Finding
- A specific account setting, spending pattern or conversion question.
- 02Evidence
- Relevant settings, reports, comparisons or a reproducible test with its data window.
- 03Impact and confidence
- Why it matters to a decision; distinguish confirmation, interpretation and limitations.
- 04Next action and measurement
- Keep, change or test; name the signal that would verify the effect before acting.
How we reach recommendations
- 01
Frame the decision
Agree on account goals, business outcomes, recent changes, data window and questions that the review must answer.
- 02
Inspect the account
Trace spend, targeting, goals and visible campaign evidence; check the conversion definitions and available downstream reference.
- 03
Challenge the explanation
Compare segments and post-click outcomes, mark data gaps and separate observed defects from hypotheses.
- 04
Prioritize and hand over
Review the findings register, dependencies, recommended tests and how to judge the next change.
What you receive
Prioritized account findings
A register with evidence, decision relevance, confidence and recommended actions or tests.
Measurement caveats
A clear note on goal quality, reporting differences, inaccessible views and conclusions the data cannot support.
Test sequence
A practical order for validation, including required conversion or CRM signals and a way to evaluate changes.
Access and inputs
Read access is sufficient for the diagnostic. Scope supporting systems to the agreed questions; account and data access remain under your control.
- Read access to the relevant Google Ads account and its conversion-action settings.
- Business goals, recent changes, landing pages and an agreed window that allows for conversion lag.
- GA4 or CRM read access or agreed extracts when comparing leads, purchases or revenue with reported Ads outcomes.
What is outside this audit
Campaign management, account changes, ongoing optimization and guaranteed savings are not included. Website tag implementation and downstream CRM imports have separate scopes.
Your team can implement or test the ranked actions, preserving a baseline and a measurement check. Implementation help can be scoped after the evidence is reviewed.
- Fix website conversion signals When bidding goals need a testable web event
- Connect qualified leads and revenue When lead quality is known only in CRM
- Check GA4 measurement When analytics reliability limits the comparison
- Test the post-click funnel When landing journeys need experiments
- Review the wider growth system When the constraint extends beyond Ads
Questions before an account audit
Is this a campaign-management engagement?
No. This is an independent diagnosis with a findings register and test plan. Account changes or ongoing media buying need a separate scope.
How do you review Performance Max?
We examine the visible goals, budgets, assets, reports and downstream outcomes. We do not claim access to targeting or auction signals the campaign does not expose.
How do you handle Ads, GA4 and CRM discrepancies?
First align definitions, dates and conversion lag. We distinguish tracking errors from expected attribution or processing differences, and mark comparisons we cannot verify.
Will the audit tell us which campaign to turn off?
Only where the evidence supports a decision. Where causes remain uncertain, the register recommends a controlled test and the measurement needed to judge it.
Do you need edit access?
Read access covers the audit. Any later implementation needs a separate decision on permissions and ownership.
Next step
Make the next Ads decision from evidence
Share the account questions, conversion definitions and the results you cannot reconcile. We can agree on the review scope and required access.