Google Ads Audit Service · UK Businesses
Google Ads Audit Service
Find Out Where Your Budget Is Going
The average Google Ads account wastes 40 to 60 percent of its budget on clicks that can never convert. A professional audit reveals exactly where your money is going, what needs to change and what you can achieve once the problems are fixed.
Accounts Audited
Avg. Wasted Spend Found
Client Rating
Years Experience
What Audits Reveal
What I Find in Almost Every
Google Ads Account I Audit
After auditing over 47 Google Ads accounts across the UK, the same problems appear again and again. These are the most common — and most costly — issues I uncover.
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Missing Negative Keywords
Ads showing for irrelevant searches is the single biggest source of wasted spend. Most accounts I audit have hundreds of irrelevant search terms burning through budget every month — keywords that have never generated a single conversion.
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No Conversion Tracking
Without tracking, you cannot tell which keywords, ads or campaigns generate real customers. Over 60 percent of accounts I audit have broken, missing or incorrectly configured conversion tracking — meaning every optimisation decision is made completely blind.
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Poor Campaign Structure
Campaigns with too many keywords per ad group, mismatched ad copy and incorrect match types pay more per click and get fewer conversions. Poor structure inflates cost-per-click and suppresses quality scores across the entire account.
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Incorrect Location Targeting
Ads showing outside the intended service area, or using the default "presence or interest" setting instead of "presence only", means paying for clicks from people who can never become customers. A simple setting that costs accounts thousands per year.
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Wasted Remarketing & Audiences
Audience lists not applied, bid adjustments not set, and remarketing campaigns targeting people who already converted are all standard findings. Audiences represent free performance improvements that most accounts leave completely unused.
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Underperforming Ad Copy
Responsive search ads with low ad strength, missing ad extensions, no pinning strategy and untested headlines are consistently leaving quality score points and click-through rate on the table — meaning you pay more for every click than necessary.
Audit Checklist
Every Google Ads Audit Covers
These 8 Critical Areas
A thorough audit is not a surface-level report. Every account review covers each of these eight areas in detail, with specific findings and actionable recommendations for each.
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Account Structure & Settings
Campaign types, network settings, bidding strategies, device targeting, ad scheduling, budget allocation and account-level settings that affect every campaign.
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Keyword Analysis
Match types, keyword intent, quality scores, search impression share, bid levels and identification of keywords that have never generated a conversion.
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Negative Keyword Review
Search term report analysis to identify irrelevant queries, missing negatives and negative keyword conflicts that may be blocking valuable searches.
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Ad Copy & Creative Review
RSA asset performance, ad strength ratings, headline and description testing, ad extension coverage and missed creative opportunities.
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Conversion Tracking Audit
Verification that all conversion actions are firing correctly, attribution models are appropriate and goal values reflect actual business outcomes.
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Landing Page Assessment
Review of destination URLs for relevance, load speed, mobile experience, conversion rate signals and message match between ad copy and landing page.
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Audience & Remarketing Review
Current audience lists, bid adjustments, RLSA usage, customer match opportunities and gaps in the remarketing funnel.
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Competitor & Opportunity Analysis
Auction insights review, competitor ad copy analysis, keyword gap identification and budget reallocation recommendations to maximise performance.
Who Needs an Audit
Your Google Ads Account Needs an Audit
If Any of These Sound Familiar
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You Are Spending But Not Seeing Results
Your campaigns are running, Google is taking your money and leads are not coming in at the rate or cost they should be. Something is wrong but you cannot identify exactly what.
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You Are Leaving an Agency
You are moving on from a PPC agency and want an independent review of what was actually built, what the account truly looks like and what genuinely needs to happen next.
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You Are About to Start Advertising
Before investing in Google Ads for the first time, an audit of your competitors and market landscape sets you up with a strategy grounded in real data rather than guesswork.
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Your Cost Per Lead Is Rising
CPCs are increasing, conversion rates are falling or your cost per acquisition is creeping up month by month. An audit identifies the structural causes before they become unrecoverable.
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You Inherited an Account
You have taken over management of a Google Ads account from someone else and need to understand its true state before making changes or committing to its current direction.
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You Want a Second Opinion
Your current agency or in-house team says everything is fine but your instinct says otherwise. An independent audit gives you an objective view with no vested interest in the findings.
The Audit Process
How the Google Ads Audit
Process Works
A structured process that takes your account from unknown to fully understood, with a clear action plan at the end.
Share Account Access
You grant read-only access to your Google Ads account. No changes are made during the audit — I review everything without touching your live campaigns.
Deep-Dive Analysis
I conduct a full review across all eight audit areas, documenting specific findings, quantifying wasted spend where possible and identifying the highest-impact opportunities.
Audit Report Delivered
You receive a detailed written audit report covering every finding, with screenshots, data references and clear explanations in plain English — not agency jargon.
Walkthrough Call
We go through the findings together on a video call. I explain every recommendation, answer every question and give you a prioritised action plan regardless of whether you choose to work with me.
FAQ
Questions About the
Google Ads Audit Service
How much does a Google Ads audit cost?
I offer a free initial audit for UK businesses as a starting point. For larger accounts or more complex audits requiring deeper analysis and a full written report, fees apply based on account size and scope. Contact me for a specific quote — most audits are completed within 3 to 5 business days.
What access do you need to audit my account?
Read-only access to your Google Ads account via Google's standard manager account access. I cannot make any changes with read-only access — your campaigns are fully protected during the audit. You can remove access at any time.
How long does a Google Ads audit take?
Most audits are completed within 3 to 5 business days of receiving account access. Larger accounts with multiple campaigns across several markets may take slightly longer. I will give you a specific timeline when you request the audit.
Will you make changes to my account during the audit?
No. The audit is a review only. Read-only access means I cannot edit bids, pause campaigns or change any settings. All findings are documented and presented to you — you decide what to implement and when.
What happens after the audit?
You receive a full written report and a walkthrough call to go through the findings. After that, you have complete flexibility. You can implement the recommendations yourself, hand them to your current agency or choose to work with me — there is no pressure or obligation.
How do I know if my Google Ads account needs an audit?
If you are running Google Ads and are not certain that your conversion tracking is correctly set up, your negative keyword lists are comprehensive and your campaign structure follows current best practice, an audit will almost certainly find significant improvements. The majority of accounts I review have recoverable wasted spend of 30 percent or more.
Can you audit a Google Ads account managed by an agency?
Yes. Many of my audits are for businesses whose accounts are currently managed by an agency. The audit is independent and objective. If the account is well managed, I will say so. If there are problems, I will document them clearly so you can have an informed conversation with your current provider.
Do you audit Google Shopping and Performance Max campaigns?
Yes. The audit covers all campaign types in your account including Search, Shopping, Performance Max, Display and Remarketing. Each campaign type has specific audit criteria relevant to how it operates.
What Clients Say After Their Google Ads Audit
★★★★★
“The audit was the most useful thing we did for our marketing in years. Sakil found £800 a month in wasted spend within the first hour of reviewing our account. The report was detailed, the walkthrough call was clear and the action plan was immediately actionable.”
David K. — Managing Director, Building Supplies Company, Leeds
★★★★★
“I had been told by my agency that my account was performing well. Sakil's independent audit told a very different story. He found structural issues that had been there for over a year, keyword wastage across three campaigns and conversion tracking that was double-counting leads. Eye-opening.”
Sophie M. — Marketing Manager, SaaS Company, London
★★★★★
“We requested an audit before appointing a new PPC manager and it was one of the best decisions we made. Sakil's report gave us a clear benchmark of where the account stood, what was salvageable and what needed rebuilding. It saved us from making several expensive mistakes.”
James R. — Head of Marketing, E-Commerce Brand, Bristol
Request Your Free Audit
Find Out Exactly Where Your
Google Ads Budget Is Going
Request a free Google Ads audit. I will review your account, identify the biggest sources of wasted spend and present you with a clear, prioritised action plan — whether you choose to work with me afterwards or implement the recommendations yourself.
Or email: sakil@sakilmahmud.com — I respond within 2 hours on business days.