Google Ads Audit across Hampshire

What a Google Ads audit actually tells you

Most Google Ads accounts have waste in them. Not because the people running them are incompetent — but because Google Ads is designed to spend your budget broadly, and the defaults favour Google’s revenue over your return. Without someone actively pulling back that spend and redirecting it toward what works, the account drifts.

An audit is a diagnostic. It looks at your account as it stands right now — the structure, the settings, the bidding strategy, the search terms your ads have actually shown for, the conversion tracking, the landing pages — and tells you honestly what is working, what is wasted, and what is missing.

I have 12 years of Google Ads experience and £2M+ in personal ad spend management behind me. I know what a well-structured account looks like, and I know how to spot the patterns that indicate money going to waste.

What the audit covers

• Account structure — are campaigns and ad groups set up in a way that gives you control over where spend goes?
• Keyword and match type analysis — what terms are you actually paying for, and are they relevant to your business?
• Search term waste — identifying irrelevant or low-intent queries draining budget that should be blocked.
• Bidding strategy review — is your bidding approach appropriate for your current data volume and campaign goals?
• Conversion tracking audit — are conversions being counted correctly, are there duplicates, and is the data Google is using to optimise your campaigns actually accurate?
• Ad copy and quality score — are your ads relevant to what people are searching for and to what is on the landing page?
• Campaign settings — checking for common default settings that hurt performance: search partners, display expansion, broad match without smart bidding controls.
• Geographic targeting — are you showing ads to the right areas across Hampshire and beyond, or paying for clicks from locations that never convert?

The conversion tracking problem most audits find

Broken or inaccurate conversion tracking is one of the most common findings in any Google Ads audit. When the data flowing back into Google is wrong — duplicate conversions, missing phone call tracking, form submissions firing twice — Smart Bidding strategies optimise toward the wrong signals. You end up paying more for leads that are harder to convert, and cutting budget on the campaigns that are actually driving your best customers.

For Hampshire home services businesses — trades, installation companies, local service providers — phone calls are often the primary conversion. If those are not tracked correctly, your account is flying blind. For ecommerce businesses based in Hampshire, purchase values and micro-conversion data both need to be feeding in cleanly for Performance Max and Shopping campaigns to work properly.

Getting the tracking right is not optional — it is the foundation everything else sits on.

How the audit process works

1. Request and scoping callYou get in touch and we have a brief call to understand your account, your business, and what you most want to find out. I confirm scope and what access I need.
2. Account accessYou grant me read access to your Google Ads account. This is straightforward to set up and you remain in full control — I cannot make changes without explicit permission.
3. Audit and analysisI work through the account systematically — structure, search terms, tracking, settings, bidding, copy. This is manual, senior-level review, not an automated tool generating a traffic-light report.
4. Written report and walkthroughYou receive a clear written report covering findings, priorities, and specific recommendations. We then walk through it on a call so you can ask questions and understand exactly what each recommendation means.

Hampshire businesses this audit is built for

The audit is most valuable if you are an established Hampshire business spending a meaningful amount on Google Ads and not confident the account is being managed as well as it could be.

Home services businesses across Hampshire — covering the county from Basingstoke and Andover in the north to Southampton and Portsmouth on the coast, and across to the borders with West Sussex and Surrey — are a strong fit if you rely on local search to generate enquiries. Getting campaign structure, location targeting, and call tracking right makes a significant difference to cost per lead in competitive local markets.

Ecommerce businesses based in Hampshire — selling to customers across the UK or internationally — benefit from an audit focused on Shopping feed quality, Performance Max campaign structure, and the accuracy of purchase event tracking. These are areas where the gap between a well-managed account and a poorly managed one directly translates into margin.

Pricing for the audit is based on account complexity — book a call and I will give you a clear, specific figure with no ambiguity about what is included.