Google Ads Audit across Shropshire

What a proper Google Ads audit actually does

Most businesses running Google Ads have never had their account independently reviewed. They rely on reports from the same people running the campaigns — which is a bit like asking someone to mark their own homework.

An independent audit looks at your account through a different lens. The goal isn’t to justify what’s been done — it’s to find what’s costing you money unnecessarily, what your tracking is missing, and what structural decisions are limiting your results.

I’ve been auditing and managing Google Ads accounts for 12 years, with £2M+ in ad spend managed directly. I know what good looks like and I know what warning signs to look for.

What the audit covers

• Account structure — Campaign and ad group architecture, match type strategy, and whether the structure supports the goals you’re trying to achieve.
• Search term analysis — Where your budget is actually going versus where you think it’s going. Irrelevant traffic is usually a bigger problem than most accounts realise.
• Conversion tracking — Whether your goals are tracking correctly, whether attribution is set up sensibly, and whether you’re missing conversions entirely.
• Ad copy quality — Whether your ads match search intent, whether you’re using all available assets, and whether there’s meaningful testing happening.
• Bidding and budget — Whether your bid strategy makes sense for your account maturity and whether budget is allocated where it can do the most work.
• Quality Score signals — Landing page relevance, expected CTR, and ad relevance — and what to do about any weak areas.

Who a Google Ads audit is right for

An audit works best when you have an existing Google Ads account that’s been running for at least a few months. If you’re brand new to paid search, a strategy consultation is usually more useful than an audit.

The typical client who requests an audit has been running ads for a while — often with an agency or in-house — and has a nagging sense that more money is being wasted than the reports suggest. Sometimes that instinct is right. Sometimes the account is in reasonable shape and the real issue is budget level or landing page quality rather than the campaigns themselves. Either way, you’ll know where you stand.

I work with businesses across Shropshire and the surrounding region — including Staffordshire, Herefordshire, Worcestershire, and the West Midlands. Fully remote, so location is never a barrier.

How the audit process works

1. Request a callWe have a quick conversation about your account, your goals, and what’s prompted you to look for an audit. This helps me scope the work accurately.
2. Access and dataYou grant me read-only access to your Google Ads account and, where relevant, your Analytics. I don’t need edit access to audit.
3. The auditI work through the account systematically — not just the headline metrics, but the underlying structure, settings, and spend patterns that don’t show up in standard reports.
4. Written findingsYou receive a prioritised findings document. We then run through it on a call so you can ask questions and understand exactly what each issue means for your business.

Pricing

Audit pricing depends on account size and complexity. I don’t publish a fixed rate because a small ecommerce account and a multi-campaign home services account are genuinely different pieces of work. Book a call and I’ll give you a clear quote. There’s no obligation to proceed with anything else afterwards — the audit is a standalone piece of work.