Google Ads Audit across West Yorkshire

Most Google Ads accounts have the same problems — most businesses don't know it

A Google Ads audit isn’t a sales pitch dressed up as a review. It’s a structured diagnostic that tells you exactly what’s happening in your account: where money is being wasted, whether your conversion tracking is feeding the algorithm good data, whether your campaign structure is working against you, and whether the search terms your ads are appearing for are actually relevant to your business.

I’m Stevie Morris — 12 years in Google Ads, £2M+ in ad spend managed directly, Google Partner and Microsoft Ads certified. I’ve reviewed accounts across ecommerce, D2C, home services, and trades. The same structural issues come up again and again. An audit finds them before they cost you more.

What the audit covers

• Conversion tracking — whether it’s set up correctly, what signals Google’s bidding algorithms are learning from, and whether there are gaps or double-counting.
• Search term analysis — what queries your ads are actually triggering, which are irrelevant, and whether your negative keyword lists are doing their job.
• Campaign and ad group structure — whether the architecture of your account makes strategic sense or is actively fighting your performance.
• Bidding strategy — whether your current strategy matches your data maturity and campaign goals, or whether you’re on automated bidding with too little conversion data to make it work.
• Ad copy and extensions — what your ads say, what they’re missing, and whether your assets are earning the click.
• Landing page alignment — whether the pages your ads send traffic to match intent and give users a reason to convert.
• Wasted spend identification — specific budget being spent on searches, placements, or audiences that aren’t contributing to results.

Why conversion tracking is the first thing I look at

Google’s bidding algorithms are only as good as the data you feed them. If your conversion tracking is broken — firing on the wrong page, not firing at all, double-counting, or recording the wrong event — then every smart bidding strategy you run is optimising toward garbage data.

This is the most common and most expensive problem I find in audits. Accounts that look like they’re working because the dashboard shows conversions, but the numbers don’t match what’s actually happening in the business. Before anything else — before structure, before copy, before budget — tracking has to be right.

For West Yorkshire businesses that have set up tracking themselves, or had it set up by someone who’s since left, this is often where the audit pays for itself on day one.

How the audit process works

1. Request a callTell me about your business and your current Google Ads setup. I’ll ask about what you’re trying to achieve and what’s been frustrating you about the account.
2. Access and reviewYou grant read access to your Google Ads account. I go through it systematically — campaigns, search terms, tracking, structure, copy, bidding. This is a proper diagnostic, not a glance at the summary tab.
3. Findings deliveredYou receive a structured document covering what I found, what it means in plain English, and what I’d prioritise fixing. Specific, actionable, honest.
4. Debrief callWe walk through the findings together so you understand what they mean for your business — not just the account. You can ask questions about anything that needs more context.

Who gets the most value from a Google Ads audit

Audits are most valuable at specific moments: when you’ve taken over a business or marketing role and inherited a Google Ads account you don’t fully understand; when you’ve been running ads for a while and results have plateaued; when you’re about to scale budget and want to know if the foundations are solid first; or when your agency is telling you everything is going well but your gut says otherwise.

For West Yorkshire ecommerce businesses heading into a high-spend period — Black Friday, January sales, a product launch — an audit before you increase budgets is considerably cheaper than finding the problems after you’ve scaled spend on a broken account.

For trades and home services businesses in West Yorkshire and across the county, audits often reveal campaigns triggering for broad, irrelevant queries that look like search volume but produce no leads. Negative keyword gaps in home services accounts are almost universal.

West Yorkshire and beyond — where I've reviewed accounts

I work with businesses across West Yorkshire and nationally — from Leeds and Bradford to Halifax, Wakefield, and Huddersfield, as well as into South Yorkshire, North Yorkshire, Greater Manchester, Derbyshire, and East Riding of Yorkshire. The issues I find in accounts don’t change much by geography, but the local competitive landscape — particularly for home services — does affect how campaigns should be structured.

A Google Ads account for a roofing company competing across West Yorkshire looks very different from one targeting a single postcode in Leeds. The audit takes that context into account.