Google Ads Audit
A Google Ads Audit is a structured review of your existing ad campaigns to identify wasted spend, targeting inefficiencies, missing conversion tracking, and opportunities to improve ROI. The goal is to lower cost-per-lead, increase qualified traffic, and align campaigns with business objectives.
Professional audits examine 50-100+ data points across your account to uncover issues limiting your return on ad spend (ROAS) and provide actionable recommendations for improvement.
Why Do You Need a Google Ads Audit?
Identify Wasted Budget: Most accounts waste 20-40% of their budget on ineffective keywords, poor targeting, or underperforming ads that an audit can eliminate.
Improve Conversion Tracking: Studies show 30-50% of Google Ads accounts have tracking errors that lead to incorrect optimization decisions and missed revenue opportunities.
Uncover Hidden Opportunities: Audits reveal high-performing search terms, audience segments, and geographic areas that deserve increased investment.
Fix Account Structure Issues: Poor campaign organization, improper match types, and missing negative keywords significantly reduce quality scores and increase costs per click.
Benchmark Performance: Compare your metrics against industry standards to understand where you’re excelling and where you’re falling behind competitors.
A professional audit typically evaluates:
A clear roadmap to improve efficiency, reduce waste, and scale profitable campaigns.
- Account structure & campaign organization
- Keyword match types, negative keywords, and search intent alignment
- Ad copy performance & Quality Scores
- Conversion tracking reliability (leads, calls, forms, purchases)
- Audience targeting & geographic segmentation
- Landing page experience & message match
- Budget allocation vs. performance goals
Who Should Get a Google Ads Audit?
A Google Ads Audit is recommended if:
- You’re spending $1,000+/month but unsure if results are optimized
- Cost-per-click or cost-per-lead has increased recently
- You’re switching agencies or hiring internal marketing help
- Campaigns were self-launched without formal setup strategy
- Performance Max or Smart campaigns are running without clarity on what is driving results
What We Fix During the Audit
| Area Reviewed | What We Look For | Why It Matters |
|---|---|---|
| Campaign Structure | Organization, naming, relevance grouping | Prevents overlap and wasted spend |
| Keywords & Search Terms | Negative keywords, match types, intent gaps | Reduces irrelevant clicks |
| Ad Copy & Extensions | CTR, message match, value propositions | Improves click-through and quality score |
| Conversion Tracking | Phone tracking, form tracking, GA4 sync | Ensures data accuracy for decisions |
| Bidding Strategy | Manual vs Smart bidding performance | Controls cost per acquisition |
| Landing Pages | Relevance, speed, trust, CTA clarity | Increases conversion rate |
Canada-Specific Considerations
Google Ads competition varies significantly by province and city:
| Region | Competition Level | Notes |
|---|---|---|
| Toronto / GTA | High | Dense service competition → higher CPL |
| Vancouver & Lower Mainland | High | Real estate, trades, and wellness verticals are competitive |
| Calgary / Edmonton | Medium | Performance Max can scale well in trades & service |
| Smaller Cities / Rural Areas | Low–Medium | Lower CPCs but requires broader keyword strategy |
Common Google Ads Audit Findings
Conversion Tracking Issues: Missing tags, duplicate tracking, incorrect attribution windows, or unverified conversions affecting optimization.
Search Term Waste: Broad match keywords triggering irrelevant searches that consume 15-30% of budgets without converting.
Poor Quality Scores: Low ad relevance and landing page experience increasing costs per click by 50-200% compared to competitors.
Budget Misallocation: High budgets on underperforming campaigns while top performers are limited by budget constraints.
Missing Audience Targeting: Failure to leverage remarketing, customer match, or in-market audiences that typically convert 2-3x higher than cold traffic.
Outdated Ad Copy: Ads that haven’t been refreshed in 6+ months showing declining CTRs and ad strength scores below “Good.”
What We Audit
Ad spend efficiency
Which campaigns and keywords drive buyers, and which ones just burn budget.
ROAS (Return on Ad Spend)
Are your campaigns profitable or not worth running?
Merchant Center disapprovals
Feed errors, mismatched pricing, missing product data.
Misrepresentation issues
Site policies, trust factors, and compliance gaps.
Account suspensions
Full review of causes with a recovery plan and appeals process.
Clients’ Results
- Furniture retailer in Toronto was spending $12k a month on Ads, but most clicks weren’t from buyers. After restructuring campaigns, ROAS went up 48% in three months.
- Auto parts distributor in Vancouver had thousands of SKUs flagged in Merchant Center. We fixed refund/shipping policies and feed mismatches, reactivating 8,000+ products in under two weeks.
- B2B supplier in Calgary had their Ads account suspended. After fixing site compliance and resubmitting appeals, ads went live again, and cost per lead dropped from $400 to $120.
How We Work
1. Free Audit
We review your Ads campaigns, Merchant Center, feeds, and compliance.
2. Diagnosis
You get a clear explanation of wasted spend and account issues.
3. Action Plan
Fixes ranked by urgency and business impact.
4. Collaboration
We work directly with your team and developers to apply changes.
5. Execution
If needed, we handle technical fixes, compliance updates, and appeals.
Why Brands Trust Us
- Free complementary audit with no risk.
- Fixes tied to revenue impact, not vanity metrics.
- Direct collaboration with your team and developers.
- Compliance-first implementation aligned with Google’s policies.
- 95% success rate with account recovery and disapprovals.
Frequently Asked Questions
Do you actually work with our team?
Yes. We collaborate directly with your marketing staff and developers so fixes are applied correctly.
Can you handle account suspensions?
Yes. We specialize in suspension recovery, especially for misrepresentation and policy violations.
What about wasted ad spend?
We show you exactly which campaigns are wasting money and how to shift budget to buyers instead of browsers.
Do you only audit, or also fix issues?
Both. You’ll get a roadmap, and if your team doesn’t have capacity, we handle implementation ourselves.
How fast can accounts be reactivated?
Most recoveries happen within 7–21 days after fixes and appeals are submitted.
Tell Us About Your Project
Note: Your data is secure. We’ll only use it to contact you about your consultation and services.
View our Privacy Policy