Google Ads Audit across West Midlands

What a proper Google Ads audit actually covers

Most audits you’ll find online are glorified PDFs generated by automated tools. They flag technical issues without understanding your business, and recommend fixes that suit the audit software rather than your account.

I’m Stevie Morris, a Google Ads specialist with 12 years of hands-on experience and over £2M in ad spend managed directly. When I audit a West Midlands business’s Google Ads account, I’m looking at the account through the lens of someone who understands what good actually looks like — not an algorithm generating a score out of 100.

The audit is structured around three questions: where is money being wasted right now, is the conversion data reliable enough to make decisions from, and is the overall structure set up to scale or to fail?

What the audit covers

• Campaign and ad group structure — is the account organised in a way that lets you control where money goes, or is it a mess of broad match and overlapping groups?
• Search term analysis — what terms are actually triggering your ads, and how much budget is going to irrelevant searches?
• Keyword and match type review — are you using the right match types, and are your negatives keeping irrelevant traffic out?
• Ad copy assessment — are your ads written in a way that attracts the right clicks, or are they generic enough to attract everyone and convert no one?
• Bidding strategy audit — is your bid strategy appropriate for your budget, conversion volume, and goals?
• Conversion tracking review — is Google recording real conversions, or is it optimising toward ghost events, duplicates, or the wrong actions entirely?
• Quality Score and landing page alignment — is there a disconnect between what the ad promises and what the landing page delivers?

Why conversion tracking is usually the most important finding

In a significant proportion of accounts I audit, the conversion tracking is wrong. Not slightly wrong — fundamentally wrong in a way that means Google’s smart bidding is optimising toward the wrong signal, or inflating conversions to make performance look better than it is.

This matters because everything else in the account — automated bidding, PMax campaigns, budget allocation — is driven by conversion data. If that data is dirty, you’re navigating by a broken compass. Fixing the tracking often has more impact than any campaign optimisation.

For West Midlands businesses running any form of lead generation — trades, professional services, home improvement — this is especially common. Call tracking, form submissions, and multiple conversion actions often create duplicate counting that makes cost-per-lead look better than reality.

The audit process

1. Scoping callWe talk through your account, your goals, and what you most want to understand. I’ll tell you honestly if an audit is the right starting point or if something else would serve you better.
2. Account accessYou grant read access to your Google Ads account (and Google Analytics / GA4 if applicable). I don’t need admin access, just enough to see the data.
3. Audit and analysisI go through the account systematically — structure, keywords, ads, bidding, tracking, search terms. I’m looking for actual problems, not padding a report with things that sound important but aren’t.
4. Findings deliveryYou get a clear written report: what’s wrong, why it matters, and what to do about it. Prioritised by impact, not alphabetical order.
5. Walkthrough callWe go through the findings together so you understand what everything means and can ask questions. You leave with a clear action plan, not a document you have to decode.

Who this is for across the West Midlands

The audit is most useful in a few specific situations. You’ve been running Google Ads for a while but you’re not sure if the results are as good as they should be. You’ve taken over an account from someone else and you want to understand what state it’s in before you continue spending. You’ve had an agency managing your ads and you want an independent view on whether the work is sound.

I work with businesses across the West Midlands — a large, commercially diverse region with strong sectors in construction, manufacturing, professional services, and home improvement trades. If you’re in Worcestershire, Staffordshire, Shropshire, or Leicestershire, I cover those areas too. The audit is remote; you don’t need to be in a particular location.

To get a quote for your specific account — size, complexity, and what you most want to understand all affect the scope — the starting point is a conversation. There’s no standard price list because no two accounts are the same.