--- title: Google Ads Audit in West Midlands description: Senior Google Ads audit for West Midlands businesses. Find wasted spend and tracking gaps. Independent, no-obligation diagnostic from Stevie Morris. url: "https://steviemorris.com/ppc-audits/west-midlands/" canonical: "https://steviemorris.com/ppc-audits/west-midlands/" type: hub silo: ppc-audits location: West Midlands county: West Midlands region: England lat: 52.48 lng: -1.9 primary_keyword: Google Ads audit West Midlands keywords: - PPC audit West Midlands - Google Ads review West Midlands - Google Ads health check West Midlands blueprint: 3 audience: West Midlands business owners and marketing managers who want an independent, senior review of their existing Google Ads account date_published: 2026-06-30 date_modified: 2026-06-30 author: Stevie Morris schema_types: - Service - FAQPage - BreadcrumbList siblings: - /ppc-agency/west-midlands/ - /ppc-consultant/west-midlands/ nearby: - /ppc-audits/worcestershire/ - /ppc-audits/staffordshire/ - /ppc-audits/shropshire/ - /ppc-audits/leicestershire/ - /ppc-audits/herefordshire/ record_id: ppc-audits__west-midlands word_count: 1412 --- # Google Ads Audit across West Midlands A one-off, senior-level diagnostic of your Google Ads account — finding wasted spend, tracking gaps, and structural problems. Fixed scope, no ongoing commitment, no obligation to continue. ## What a proper Google Ads audit actually covers Most audits you'll find online are glorified PDFs generated by automated tools. They flag technical issues without understanding your business, and recommend fixes that suit the audit software rather than your account. I'm Stevie Morris, a Google Ads specialist with 12 years of hands-on experience and over £2M in ad spend managed directly. When I audit a West Midlands business's Google Ads account, I'm looking at the account through the lens of someone who understands what good actually looks like — not an algorithm generating a score out of 100. The audit is structured around three questions: where is money being wasted right now, is the conversion data reliable enough to make decisions from, and is the overall structure set up to scale or to fail? ## What the audit covers - **Campaign and ad group structure** — is the account organised in a way that lets you control where money goes, or is it a mess of broad match and overlapping groups? - **Search term analysis** — what terms are actually triggering your ads, and how much budget is going to irrelevant searches? - **Keyword and match type review** — are you using the right match types, and are your negatives keeping irrelevant traffic out? - **Ad copy assessment** — are your ads written in a way that attracts the right clicks, or are they generic enough to attract everyone and convert no one? - **Bidding strategy audit** — is your bid strategy appropriate for your budget, conversion volume, and goals? - **Conversion tracking review** — is Google recording real conversions, or is it optimising toward ghost events, duplicates, or the wrong actions entirely? - **Quality Score and landing page alignment** — is there a disconnect between what the ad promises and what the landing page delivers? ## Why conversion tracking is usually the most important finding In a significant proportion of accounts I audit, the conversion tracking is wrong. Not slightly wrong — fundamentally wrong in a way that means Google's smart bidding is optimising toward the wrong signal, or inflating conversions to make performance look better than it is. This matters because everything else in the account — automated bidding, PMax campaigns, budget allocation — is driven by conversion data. If that data is dirty, you're navigating by a broken compass. Fixing the tracking often has more impact than any campaign optimisation. For West Midlands businesses running any form of lead generation — trades, professional services, home improvement — this is especially common. Call tracking, form submissions, and multiple conversion actions often create duplicate counting that makes cost-per-lead look better than reality. ### No obligation to continue > The audit is a standalone piece of work. At the end of it, you'll have a clear picture of what's wrong and what to fix. You can implement the recommendations yourself, hand them to your agency, or ask me to carry on — that's your choice. I won't use the audit as a sales pitch for ongoing management. ## The audit process 1. **Scoping call** — We talk through your account, your goals, and what you most want to understand. I'll tell you honestly if an audit is the right starting point or if something else would serve you better. 2. **Account access** — You grant read access to your Google Ads account (and Google Analytics / GA4 if applicable). I don't need admin access, just enough to see the data. 3. **Audit and analysis** — I go through the account systematically — structure, keywords, ads, bidding, tracking, search terms. I'm looking for actual problems, not padding a report with things that sound important but aren't. 4. **Findings delivery** — You get a clear written report: what's wrong, why it matters, and what to do about it. Prioritised by impact, not alphabetical order. 5. **Walkthrough call** — We go through the findings together so you understand what everything means and can ask questions. You leave with a clear action plan, not a document you have to decode. ## Who this is for across the West Midlands The audit is most useful in a few specific situations. You've been running Google Ads for a while but you're not sure if the results are as good as they should be. You've taken over an account from someone else and you want to understand what state it's in before you continue spending. You've had an agency managing your ads and you want an independent view on whether the work is sound. I work with businesses across the West Midlands — a large, commercially diverse region with strong sectors in construction, manufacturing, professional services, and home improvement trades. If you're in Worcestershire, Staffordshire, Shropshire, or Leicestershire, I cover those areas too. The audit is remote; you don't need to be in a particular location. To get a quote for your specific account — size, complexity, and what you most want to understand all affect the scope — the starting point is a conversation. There's no standard price list because no two accounts are the same. ### Other PPC help in West Midlands - [PPC Agency in West Midlands](/ppc-agency/west-midlands/) - [PPC Consultant in West Midlands](/ppc-consultant/west-midlands/) ### Neighbouring counties - [Worcestershire](/ppc-audits/worcestershire/) - [Staffordshire](/ppc-audits/staffordshire/) - [Shropshire](/ppc-audits/shropshire/) - [Leicestershire](/ppc-audits/leicestershire/) - [Herefordshire](/ppc-audits/herefordshire/) ### Towns I cover across West Midlands - [Birmingham](/ppc-audits/birmingham/) - [Bromsgrove](/ppc-audits/bromsgrove/) - [West Bromwich](/ppc-audits/west-bromwich/) - [Walsall](/ppc-audits/walsall/) - [Solihull](/ppc-audits/solihull/) - [Brierley Hill](/ppc-audits/brierley-hill/) - [Royal Leamington Spa](/ppc-audits/royal-leamington-spa/) - [Wolverhampton](/ppc-audits/wolverhampton/) - [Tipton](/ppc-audits/tipton/) - [Halesowen](/ppc-audits/halesowen/) - [Stourbridge](/ppc-audits/stourbridge/) - [Atherstone](/ppc-audits/atherstone/) - [Wednesbury](/ppc-audits/wednesbury/) - [Sutton Coldfield](/ppc-audits/sutton-coldfield/) - [Bilston](/ppc-audits/bilston/) - [Warwick](/ppc-audits/warwick/) - [Henley in Arden](/ppc-audits/henley-in-arden/) - [Willenhall](/ppc-audits/willenhall/) ## Frequently asked questions ### How is your audit different from a free audit an agency offers? Agency free audits are sales tools. They're designed to find enough problems to justify signing you up, regardless of whether the account is actually in poor shape. My audit is a paid, independent diagnostic. I have no financial incentive to find problems that don't exist — and I'll tell you if your account is in reasonable shape. ### Do you audit accounts for businesses across the West Midlands? Yes. I work remotely with businesses throughout the West Midlands — Birmingham, Coventry, Wolverhampton, Solihull, Walsall, and the broader region including neighbouring counties. The audit process is entirely remote; I just need read access to your account. ### What if the audit finds my account is actually in good shape? Then I'll tell you that. A clean account with solid tracking and sensible structure is a good outcome for you, even if it means there's less for me to fix. I'm not going to manufacture problems. ### How much does a Google Ads audit cost? The price depends on the size and complexity of your account, and what you most need to understand from it. I don't have a flat rate because a simple single-campaign account is a different piece of work to a multi-campaign ecommerce account with Shopping and PMax. Book a call and I'll give you a tailored quote. ### Do I have to use you for management after the audit? No. The audit is standalone. At the end you have a full picture of what's wrong and a prioritised list of what to fix. You can implement those changes yourself, give them to your current agency, or ask me to take over — but there's no obligation either way. ### Can you audit an account that an agency is currently managing? Yes, and this is a common scenario. You grant me read access alongside your agency's access — I don't need to be the account owner. I can then give you an independent view on whether the management you're paying for is actually sound. ## Find out what's actually happening in your Google Ads Request a PPC audit. A senior, independent review of your account — what's wasting budget, whether your tracking is reliable, and what to fix first. No automated tools, no sales agenda. **Call 07410 907 104**