Google Ads & PPC Audit
Independent Google Ads and PPC audits
A review of how a Google Ads or broader PPC account is structured, targeted, and tracked — and whether the conversions it reports line up with real leads, sales, and revenue.
What we review
Where advertising waste can occur
- Broad match keywords pulling in irrelevant search queries
- Overlapping campaigns competing against each other in the same auction
- Budget spread thin across too many campaigns to gather meaningful data
- Geographic or device targeting that does not match where customers actually are
- Ad schedules that run outside the hours a business can respond to leads
- Landing pages that do not match the intent of the ad that sent the click
Conversion tracking review
A conversion is not automatically a customer.
Google Ads can report a technically valid conversion — a form submission, a phone call, a click-to-call — without that event going on to become a meaningful business outcome. The audit separates platform conversions from actual leads, qualified leads, booked opportunities, sales, and revenue, and, where the data permits, reconciles one against the other.
Google Ads conversion
A defined event fires in the platform
Actual lead
A real prospect, not a bot or duplicate
Qualified lead
Fits the business it is meant to serve
Booked opportunity
A real chance to earn the business
Sale
Closed deal
Revenue
Recorded in the business’s own systems
Where tracking is incomplete, this is typically where the trail from marketing activity to business outcome starts to break down.
Agency management review
Where an agency or freelancer manages the account, we also review how actively it is being managed: how often bids, budgets, and targeting change, whether search term reports are being acted on, and whether the change history matches the level of management described in the contract.
What the client receives
Written findings on account structure and spend efficiency, a conversion tracking review, a revenue reconciliation section where data permits, and prioritized recommendations.
Frequently asked questions
Is a Google Ads conversion the same as a customer?
Not automatically. A conversion action reports that a defined event happened -- a form submission, a call, a purchase click. Whether that event represents a real, qualified prospect is a separate question the audit looks at directly.
Can you review a Performance Max campaign the same way as Search?
Performance Max offers less visibility into placements and search terms than a standard Search campaign. The audit works with whatever reporting the platform exposes, and notes explicitly where visibility is limited rather than guessing at what is behind it.
Do you need to be added as a user on the Google Ads account?
A user invitation with an appropriate access level is the standard way to review an account. Passwords should never be shared over email; see the How It Works page for the access process.
What if my agency manages Google Ads inside a larger retainer?
That is a common setup and does not change how the audit works. The review focuses on what is happening inside the account itself, separate from how the relationship is billed.
Google Ads & PPC audit
Not sure where your Google Ads spend is actually going?
You should not have to become a Google Ads expert to understand whether your advertising is producing meaningful business results. Marketing Audit Co. can review the account, conversion tracking, search terms, spend, and connection to leads, sales, and revenue where the data allows.