Google Ads Audit across East Sussex

What a PPC Audit Actually Finds

Most Google Ads accounts that have been running for more than a few months accumulate problems. Not always catastrophic ones — but inefficiencies that compound over time. Budget going to irrelevant searches because negatives haven’t been maintained. Conversion tracking that stopped working after a website update. Ad copy that was never tested and has been sitting unchanged for two years. Bid strategies set to goals the account doesn’t have the data to hit.

A PPC audit surfaces all of this in a structured way. It’s not a sales tool — it’s a diagnostic. I look at your account objectively and tell you what I find, including if the account is in reasonable shape and the main issue is budget or market competitiveness, not the management.

What the Audit Covers

• Account structure — campaign and ad group organisation, match type strategy, keyword segmentation and cannibalisation.
• Negative keyword coverage — identifying spend going to irrelevant queries, assessing negative lists across campaigns and account level.
• Conversion tracking verification — checking that conversions are firing correctly, not double-counting, and attributing to the right actions.
• Ad copy review — assessing what’s live, what’s been tested, what’s missing from responsive search ads, and whether extensions are complete.
• Bid strategy assessment — whether current strategies are appropriate for your budget and data volume.
• Performance Max evaluation — if PMax is active, whether it’s configured and constrained appropriately or running unchecked.
• Quality Score indicators — landing page relevance, ad relevance, and expected CTR patterns across key terms.
• Budget and impression share analysis — whether budget is the constraint or whether the account itself needs work first.

Why East Sussex Accounts Need Particular Attention to Wasted Spend

East Sussex is a high-CPC environment. Being in the London commuter belt means click prices in categories like home improvement, legal, financial services, and professional services can rival London-level rates. In that context, the cost of an unmanaged negative keyword list or a leaking match type isn’t a minor inefficiency — it’s a meaningful proportion of your monthly spend going to the wrong people.

I’ve seen accounts in similar commuter-belt markets where 20–30% of total spend was going to searches that had nothing to do with the business — not because of negligence, but because broad match had crept in and nobody was actively reviewing the search term report. An audit catches this. A quote on what it costs is a call away.

The Audit Process

1. Request and scoping callWe talk through your account, what you’re currently spending, and what’s prompted the audit. I’ll give you a clear scope and quote before anything is agreed.
2. Account accessRead-only access to your Google Ads account is all that’s needed. You share access, I review independently — nothing is changed without your say-so.
3. AuditI work through the account systematically — structure, keywords, tracking, ads, bid strategies, and spend patterns. This is hands-on, not software-generated.
4. Written findings reportYou receive a structured written report covering what was found, prioritised by impact. Issues are explained in plain English, not PPC jargon.
5. Findings callWe go through the findings together. You can ask questions, push back, and decide what to do next — with or without my involvement.

Who Runs the Audit

I’m Stevie Morris. I run the audit myself — it’s not delegated to a junior or processed through an automated tool. After 12 years managing Google Ads accounts and £2M+ in direct ad spend, I know what problems look like and I know how to explain them clearly.

Through my work with Growth PPC — where we’ve managed over £20M in ad spend across ecommerce and home services — I’ve audited accounts at every budget level and in highly competitive markets including areas comparable to East Sussex in terms of CPC environment. That context shapes what I look for and how I prioritise findings.

Businesses across East Sussex and nearby areas including Brighton and Hove, West Sussex, Kent, and Surrey have access to the same level of senior expertise as London-based businesses. Remote working means geography isn’t a constraint.

When an Audit Is — and Isn't — the Right Move

An audit makes most sense when you have a running account with meaningful history — at least a few months of data and spend. If you’re starting from scratch with no existing account, an audit isn’t what you need; a new campaign build and strategy conversation is the starting point.

An audit also makes sense if you’re about to take over management from a previous agency or freelancer and you want to understand what you’ve inherited before making changes. Or if you’ve had an account running on autopilot and you want to understand where things actually stand before committing to more spend.

If you’re not sure which applies to you, the call will clarify it quickly.