Google Ads Audit across County Durham

Most Google Ads accounts have silent problems

Not obvious ones — campaigns that are obviously broken tend to get fixed. The problems I find in audits are subtler: search terms that sound relevant but convert at zero, Smart Bidding strategies chasing the wrong signal, tracking that shows conversions that aren’t real conversions, ad copy that’s been auto-suggested into mediocrity.

These issues don’t announce themselves. Your account looks fine. The spend goes out every month. And quietly, a meaningful chunk of your budget is doing nothing useful.

An audit gives you a clear picture of what’s actually happening — not what Google’s dashboard makes it look like is happening.

What the audit covers

• Conversion tracking — The most critical check. I verify that what’s being counted as a conversion is a real, valuable action. Duplicated tags, soft conversions counted alongside hard ones, and GA4 import issues are common findings.
• Campaign structure — How your campaigns and ad groups are organised affects Quality Score, bidding efficiency and the ability to control spend. I assess whether your structure is working for you or against you.
• Keyword strategy and search terms — Are you bidding on the right terms? Are match types working as intended? I’ll go through the search term data to find what’s eating budget without delivering results.
• Bid strategy assessment — Smart Bidding works well when it has the right inputs. I check whether your targets and conversion data give the algorithm what it needs to optimise properly.
• Ad copy and extensions — Quality Score, ad relevance, and whether your copy is actually saying something that makes a prospect want to click.
• Audience and targeting — Demographic adjustments, audience layers, location targeting precision — areas that are often set up once and never revisited.

What you get at the end

You receive a written audit report with findings prioritised by impact. Each issue is explained in plain English — what it is, why it matters, and what to do about it. There’s no jargon, no padding, and no slides designed to obscure the fact that not much was found.

The report is yours to use however you like — action it yourself, hand it to your agency, or use it as the basis for an ongoing relationship with me. There’s no pressure to take the next step, and I won’t follow up repeatedly trying to upsell.

How the audit process works

1. Initial callA short call to understand your business, your goals, and what you suspect might not be working. This shapes what I focus on in the audit.
2. Account accessYou grant read-only access to your Google Ads account (and Google Analytics / GA4 if applicable). I don’t need edit access to audit.
3. Audit workI go through your account systematically — campaigns, search terms, tracking, structure, copy and bidding — and build a prioritised findings report.
4. Findings callWe walk through the findings together so you understand what each issue means for your account, and you can ask questions about anything that isn’t clear.
5. Written reportYou receive the written report after the call — a permanent reference for whoever implements the changes.

Audits for County Durham and across the North East

I work with businesses throughout County Durham and neighbouring areas including Northumberland, North Yorkshire, and Cumbria. The audit process is fully remote — all I need is account access and a video call.

Audit pricing is quoted based on account complexity. Get in touch to discuss your account and I’ll give you a clear figure before any work starts.