We publish the full Google Ads audit
Most agencies show you the trophy slide. We publish the actual diagnostic — every misconfigured geo-toggle, every zombie campaign, every promotion code from 2021 that's still active. This is what we send to clients before we touch anything.
Request a real audit on your account
Same format as the audit below. Read-only access, written PDF, yours regardless of next steps.
Ads revenue leader for EVA ($382 / 30d). Full Product schema and 5 reviews in JSON-LD — but zero of them visible on the page. Google reads that as manipulation.
Spatial placement plugin · evainstruments.com
Product page for a $74 sample library has a strong base — but audio preview needs a click, no Product schema, and hero JPEG is 214 KB. Eleven fixes in ROI order.
Cinematic percussion library · evainstruments.com
What a Google Ads audit covers
Eight areas, in this order. The first four apply to every account; the rest depend on what you run. The full scope, with turnaround and deliverable, is on the free audit page.
- 01
Account tree and campaign health
Every campaign, ad group and asset group listed with what it spent and what it returned — including the ones nobody has opened in a year.
- 02
Conversion integrity
Whether the numbers in the interface describe real business events. Double counting, conversions credited to the wrong action, and imported goals nobody can trace.
- 03
Performance Max behaviour
Where PMax actually spent — brand, Shopping, Display, YouTube — and how much of that overlaps campaigns you already run.
- 04
Search architecture
Match types, negatives, and the search terms you are paying for but would never have chosen.
- 05
Merchant Center hygiene
For ecommerce: disapprovals, missing attributes, and feed rules quietly suppressing part of the catalogue.
- 06
Bidding strategy
Whether the target you set is the target the algorithm optimises, and whether it has enough signal to do it.
- 07
Legacy settings
Geo-toggles, audiences, promotions and experiments switched on years ago and never switched off.
- 08
Findings ranked by money
Not a checklist marked done. A ranked list, each item with what it costs to leave alone.
Three things it almost always finds
Accounts differ. These three do not.
The conversion number does not mean what it says
A tag firing on every page view. A thank-you page reachable by refresh. A goal imported twice under two names. The account looks profitable because it is counting something cheap and calling it a sale — and the bidding algorithm is optimising toward exactly that.
Spend on queries you would never have approved
Broad match and PMax search themes reach further than most people expect. The search terms report usually contains competitor names, job seekers, other countries and whole product categories you do not sell. Nobody chose that; nobody read the report either.
Settings switched on by someone who has since left
A location setting on “presence or interest”. An audience in targeting mode instead of observation. A promotion extension from a campaign three years ago. Each is one click to fix and none of them announce themselves.
Want this run on your account?
The same diagnostic, written up the same way, on your own data. Free, and yours whether or not we work together.
What happens after a finding
An audit is diagnostic only — it names what is broken and what fixing it would recover, and stops there. When a finding does need implementing, it becomes one of the pieces listed in the services index, and how that work actually runs week to week is set out in how we work.
Plenty of findings do not need us at all. Where a fix is something you can do yourself, the guides cover the common ones in enough detail to follow without hiring anyone.
Audits are published with the client's consent. Personal emails, partner agency identifiers, and Merchant Center IDs are removed.