Google Ads Audit across Dorset

What a PPC audit actually tells you

Most Google Ads accounts accumulate problems over time. Campaigns built for different goals, ad groups that have never been reviewed, conversion tracking set up once and never verified, match types that made sense two years ago but don’t now.

An audit is a systematic diagnostic — not a sales tool. I go through your account and tell you exactly what’s working, what’s wasting money, and what’s missing. You get a clear, prioritised list of changes that will make a genuine difference.

This is a fixed-scope, one-off engagement. There’s no commitment to management afterwards. Some businesses use the audit to fix things themselves. Others use it to hold their current agency accountable. Either is fine.

What the audit covers

• Conversion tracking — Are conversions firing correctly? Are you counting duplicates? Is offline conversion data feeding back into Google?
• Campaign structure — Is the architecture set up to give Google’s algorithm clean signals? Are campaigns fighting each other?
• Wasted spend — Search terms triggering irrelevant clicks, audiences with no conversion history, placements burning Display budget.
• Bidding strategy — Are smart bidding strategies set up with enough data to work? Are targets realistic given the account history?
• Ad copy — Are responsive ads optimised, or running with weak headlines by default? Is there meaningful testing in place?
• Landing pages — A basic review of where traffic lands and whether the page matches the ad’s promise.
• Account hygiene — Disapproved ads, suspended campaigns, paused campaigns still costing impressions through shared budgets.

Why tracking gaps matter more than almost anything

Google’s automated bidding systems — Target CPA, Target ROAS, Maximise Conversions — are only as good as the data they’re optimising on. If your conversion tracking is broken, double-counting, or missing entire conversion paths, the algorithm is flying blind.

This is the most common problem I find in Dorset accounts and across the UK generally. Businesses see a cost-per-conversion figure in their dashboard and assume it reflects reality. Often it doesn’t. The audit identifies exactly where tracking is accurate and where it’s not, so you can make decisions based on real numbers.

How the audit works

1. Request the auditGet in touch via the button below. We’ll have a short call to confirm the scope and agree on access — you share read-only access to your Google Ads account.
2. The diagnosticI go through your account systematically across all the areas listed above. This takes time to do properly — I’m not running a script.
3. Audit reportYou receive a clear written report: what’s working, what’s wasting budget, what’s broken, and a prioritised list of recommendations.
4. Debrief callWe walk through the findings together. You can ask questions, challenge anything, and leave with a clear understanding of what to do next.

Who requests a PPC audit

• Businesses in Dorset and surrounding counties — Hampshire, Devon, Wiltshire — spending on Google Ads without confidence in the results
• Companies who’ve taken over an account built by someone else and want to understand what they’ve inherited
• Businesses whose agency reports look good but whose sales don’t match
• In-house teams that want a senior review before presenting recommendations internally
• Anyone who’s been running Google Ads for more than six months without a systematic review