A Google Ads audit that ends with useful decisions.

Find the gaps between spend, searches, clicks and customer action.

Start with the business goal.

What should the campaign produce? A qualified enquiry, a booking, a purchase or useful awareness? Write down the main goal before checking account settings. Otherwise you can easily optimise the wrong metric.

Review conversion tracking.

Check what is being counted. Confirm whether events fire only when the intended action happens. Look for duplicate conversions and understand the attribution window. Different reporting columns may not match.

Read search terms and negatives.

The actual searches reveal how people find you. Separate useful buying intent from research-only or irrelevant traffic. Add negative keywords with care so useful searches are not blocked.

Check audience, location and schedule.

Make sure ads are not paying for the wrong geography or time. Compare performance where volume is sufficient. Do not cut off useful segments based on very small samples.

Compare ads with landing pages.

The message should continue from the ad into the page. If the ad promises one thing and the page shows another, trust drops. Mobile loading and contact actions matter.

Decide what changes first.

Write a short action list. High-impact tracking problems usually come before cosmetic changes. Test one clear improvement. Record the date and review after enough data has collected.

What to do next

Choose the highest-impact issue you can verify. Write down the current state, make one clear improvement and review what changed. A useful audit should lead to action, not a longer to-do list nobody owns.