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What a PPC audit actually finds

Your Google Ads account is probably losing money somewhere. Broad keywords cannibalising exact match. Audiences that haven’t been touched in a year. Conversion tags that fire inconsistently. Landing pages that don’t match ad copy. Geo-targeting that’s too wide. Shopping feed issues. A/B tests that never concluded.

An audit isolates these problems and quantifies the waste. Then you decide whether to fix it yourself, bring someone in, or move to ongoing management.

What's included in an audit

You get the findings. You decide what to do.

The audit is diagnostic, not prescriptive. I’ll tell you what’s broken and what it’s costing you. You might fix it in-house. You might ask another agency. Or you might ask me to help implement. No sales pressure—just honest findings and a clear roadmap.

Audit process

  1. Scope & accessYou give me read-only access to Google Ads, GA4, and any relevant revenue/CRM data. I’ll ask about business model, current KPIs, and pain points.
  2. Analysis1–2 weeks. I review account structure, campaign performance, tracking, spend patterns, and competitive position. I build a findings document.
  3. Findings call60 minutes. I walk you through what I found, why it matters, and what fixing it would look like. Questions answered. Next steps discussed.
  4. HandoffWritten report with findings, priority ranking, and implementation roadmap. You’ve got everything you need to move forward.

Typical audit findings

Most accounts I audit are leaving 15–30% of their budget on the table. Common issues: keyword strategy too broad (exact-match keywords cannibalised by broad match); tracking gaps (tags fire inconsistently, revenue attribution wrong); audience bloat (too many similar audiences, no suppression rules); creative staleness (same ads for months, no A/B test discipline); budget inefficiency (high-performing campaigns undersized, poor performers over-allocated). An audit names these specifically for your account—with numbers.

Frequently asked questions

How much does an audit cost?

I quote based on account size and complexity. Most audits range from £500 for a small account to £2,000+ for large, multi-campaign setups. We’ll scope it together on a call, so you know the price before committing.

Will the audit show up in my Google Ads account?

No. I request read-only access, which means I can see everything but can’t make changes. Your account stays exactly as it is during the audit.

What if you find my account is fine?

I’ll tell you that too. Honestly. If your keywords are solid, tracking works, and spend is efficient, that’s what the audit will show. You’ll have peace of mind, and specific confirmation of what’s working.

Can you audit an account in Worcestershire or Gloucestershire specifically?

Yes. I work with accounts targeting any location, including Cheltenham, Tewkesbury, Winchcombe, Cirencester, and the wider Worcestershire and Gloucestershire regions. Geo-targeting strategy is actually part of the audit.

How long does an audit take?

Typically 2–3 weeks from kickoff (access granted) to findings call. Larger accounts may take 3–4 weeks. I’ll give you a specific timeline when I scope.

What's the difference between an audit and ongoing management?

An audit is diagnostic—a snapshot at one point in time. Management is ongoing. You get an audit, you get findings, then you decide. If you choose to move forward with implementation and ongoing optimisation, that’s when management kicks in, typically from £300/month.

Find out what's wasting your ad spend

Book an audit if you're curious what's actually happening in your account. No obligation, fixed scope, clear findings. You'll know exactly what's working and what's not.

Call 07410 907 104 Request a PPC audit