Google Ads Audit across Suffolk

What a proper PPC audit actually tells you

Most Google Ads accounts have waste in them. Not because the people running them don’t care — but because the platform is designed to spend your budget broadly, and without active management and a systematic review, problems accumulate quietly.

An audit is a structured diagnostic. I go through your account with a specific checklist of known failure points: tracking that doesn’t fire correctly, match types that are pulling in irrelevant searches, bidding strategies fighting against underfunded campaigns, ad copy that hasn’t been updated in years, and campaign settings that most people never look at after initial setup.

By the end, you have a clear picture of what’s actually happening in your account — not a general impression, but specific findings with evidence.

What the audit covers

• Conversion tracking — are your conversions firing correctly, and are they measuring the right actions? Broken tracking is the most common and most damaging problem I find.
• Search term analysis — what searches are your ads actually showing for? Most Suffolk businesses are spending money on irrelevant queries without knowing it.
• Campaign structure — how your campaigns and ad groups are organised directly affects quality scores, relevance, and how well automated bidding can work.
• Bidding strategy review — are you using the right bidding strategy for your account’s maturity, volume, and goals?
• Ad copy and assets — are your ads competitive? Do they communicate what you actually do, or are they generic?
• Budget allocation — is spend distributed sensibly across campaigns, or is budget concentrated in ways that don’t reflect your priorities?
• Settings and targeting — location targeting, ad scheduling, device adjustments, audience signals — these details matter more than most people realise.

Who gets the most from an audit

Audits are most useful in a few specific situations. You’ve inherited an account you didn’t build and want to understand what you’ve got. You’ve been running campaigns for six months or more and results have plateaued. You’re about to increase your budget and want to make sure the foundation is solid. Or you’ve been told your account is performing well by your current agency, but the business results don’t match.

I work with Suffolk businesses across ecommerce and home services and trades — two sectors where I’ve seen the same structural problems repeat across hundreds of accounts. That pattern recognition is part of what makes the audit useful: I know where to look.

How the audit process works

1. Request and scoping callWe talk briefly about your account, your goals, and what’s prompted you to ask for a review. I’ll confirm the scope and what access I need.
2. Account accessYou add me to your Google Ads account as an admin or standard user. I work read-only unless we agree otherwise.
3. The auditI go through the account systematically. This takes time to do properly — I’m not running a script, I’m reviewing the account as someone who would have to manage it.
4. Findings deliveredYou receive a structured written report covering every finding, why it matters, and what to do about it. Followed by a call to walk through it.

Pricing and next steps

Audit pricing is quoted on a call — the scope depends on account size and complexity. There’s no fixed menu because a small single-campaign account and a multi-campaign ecommerce account require different levels of work to audit properly.

There’s no obligation to work with me after the audit. Some Suffolk clients take the findings and implement them in-house or share them with their existing agency. That’s a completely reasonable outcome. If you decide you want ongoing support after the audit, we can discuss that separately — but it’s not assumed or built into the process.