Google Ads Audit across Northumberland

What a PPC Audit Actually Covers

A Google Ads audit isn’t a vanity report full of graphs. It’s a structured review of how your budget is being spent, whether your campaigns are set up correctly, and whether the conversion data you’re making decisions on is accurate.

I’m Stevie Morris — 12 years in Google Ads, £2M+ managed, Google Partner certified. I conduct every audit personally. No template tools, no automated checkers. I read your account the same way I’d read my own.

What I Look at in Every Audit

• Campaign structure — are your campaigns and ad groups built in a way that gives Google’s algorithm useful signals, or is the structure fighting itself?
• Match types and search terms — are you showing for the right searches, or is broad match eating budget on irrelevant queries?
• Bidding strategy — is the target set correctly, and is there enough conversion data for automated bidding to work?
• Ad copy and extensions — do your ads match the search intent behind your keywords?
• Conversion tracking — is it set up correctly, are there duplicates, are the right actions being tracked at the right values?
• Wasted spend — where is budget going that isn’t converting, and what’s the likely fix?

Why Tracking Is Usually the Biggest Problem

In most accounts I audit, the single most damaging issue isn’t the keywords or the bids — it’s the tracking.

If Google is optimising toward the wrong conversion actions, or counting conversions multiple times, or missing half your leads because of a broken tag, then every other decision in the account is based on bad data. Fixing tracking before touching bids or budgets is almost always the right order of operations.

I check tracking in every audit: tag implementation, GA4 linkage, conversion import quality, and whether what’s being reported matches what’s actually happening in your business.

Who a PPC Audit Is For

A Google Ads audit makes sense if you’re in any of these situations:

You’re spending on Google Ads and not sure whether it’s working. You’ve taken over from a previous agency and want to understand the state of what you’ve inherited. Your costs have risen or conversion volume has dropped and you can’t identify why. You’re planning to scale spend and want an independent view before doing so.

I work with businesses across Northumberland and the surrounding counties — County Durham, Cumbria, North Yorkshire and beyond — entirely remotely. The audit is delivered as a written report with clear findings and prioritised recommendations.

How the Audit Process Works

1. Request a callWe talk briefly about your account, what you’re seeing, and what you want to understand. I confirm the audit is the right fit.
2. Account accessYou grant read-only access to your Google Ads account and GA4 or Google Tag Manager if relevant. You keep full control throughout.
3. Audit and reportI work through the account systematically and produce a written report: findings, wasted spend identified, tracking issues, and a prioritised action list.
4. Walkthrough callWe go through the findings together. You can ask questions and I’ll clarify anything in the report. No obligation to take further action with me.