Business goals & economics
Objectives, margins, CAC/LTV, payback, budget limits and relevant business KPIs.
Independent analysis & prioritization
Google Ads audit. Grounded in your business.
I review your Google Ads account, conversion data and underlying business goals. Where needed, we can broaden the scope into a performance marketing audit across other channels, the funnel and ways of working. You receive clear priorities and an actionable roadmap.
Independent assessment. A practical roadmap. Freedom to choose who implements it.
Business goals before platform metrics
The full system, beyond the ad account
Priorities instead of a long list of faults
Analysis before execution
What is a Google Ads audit?
A Google Ads audit systematically reviews campaigns, search terms, bidding, budgets and conversion measurement. For Shopping and Performance Max, it also covers product feeds and the structure of your range. Findings are prioritized by commercial relevance and feasibility.
My audit starts with the business model and ends with a prioritized roadmap.
A search advertising audit looks beyond settings. Goals, margins or lead quality, and the conversion journey provide the context for the right actions. The audit itself is analysis and recommendations; implementation is agreed separately.
When an audit helps
Turn assumptions into decisions you can stand behind.
- 01
Performance has stalled or declined.
- 02
You suspect untapped potential but cannot prioritize it.
- 03
You need an independent view of your account, agency or in-house setup.
- 04
Tracking and reporting raise questions.
- 05
You want to reallocate budgets or scale into new markets.
- 06
You are preparing a handover, tender or new partnership.
Areas of analysis
Performance marketing as a connected system.
Depth depends on your question and setup. An audit need not examine everything equally, but it should account for every relevant dependency.
Accounts & campaigns
Structure, bidding, search terms, audiences, creatives, Shopping/PMax, budgets and history.
Tracking & data quality
Conversion signals, the effects of consent, plausibility, attribution and usability.
Funnel & conversion
Friction between click and outcome, landing pages, offer and segments.
Testing & learning
Hypotheses, test quality, decision rules and documented learning.
Reporting & forecasting
Usefulness, detail, scenarios and connection to the business view.
Processes, team & agency
Roles, decisions, QA, working rhythms and ownership.
AI & automation
Useful opportunities for analysis, QA and workflows, with human checks.
Deliverables
What you receive after the audit.
Decision makers, your team and partners gain a shared basis: clear enough for management decisions and specific enough for execution.
- Executive summary for decision makers
- Assessment by business impact
- Prioritized opportunities and risks
- Quick wins distinguished from structural issues
- A 30/60/90-day roadmap or suitable timeframe
- Findings presentation and Q&A
- Optional: a clear implementation scope
OutputClarity.
Priority.
Roadmap.
Priority.
Roadmap.
Clear priorities.
Process
From question to outcome, step by step.
- 01
Scoping
Clarify goals, questions, accounts, markets and required depth.
- 02
Access and data
Provide the information needed through secure access.
- 03
Analysis
A systematic review with documented evidence.
- 04
Prioritization
Assess impact, effort, risk and dependencies.
- 05
Findings
Presentation, roadmap and clear next decisions.
After the audit
The roadmap is yours.
The audit stands on its own. You choose whether to implement the roadmap with your team, your agency or me.
If direct support would help, we define it separately, with transparent effort, responsibility and the senior capacity needed.
Experience behind the assessment
Experience matters when standard playbooks fall short.
Performance marketing across business models, teams and roles.
International accounts, market differences and complex setups.
Monthly media budgets, as well as smaller, focused accounts.
Scope & investment
How deep does your setup need to be reviewed?
A Performance Audit typically costs €2,400–€4,500. For a scaling decision across several markets, deeper economics and additional dependencies, a Scale Audit costs €4,800–€7,500. The precise scope depends on accounts, markets and the state of your data.
Estimate audit costs One-off price indication, with no mandatory email address.FAQ
Frequently asked questions about the audit.
What access and data do you need for a Google Ads audit?
Usually I need read-only access to Google Ads and relevant web analytics, and to Merchant Center for Shopping. I also need your goals, a record of past changes and information about margins or lead quality. We agree on access beforehand; you do not need to share passwords.
Is this a free Google Ads check?
No. This is an independent senior audit with an agreed scope, substantive deliverables and a presentation of the findings. The free initial call only establishes fit and scope.
Can the audit focus only on Google Ads?
Yes, if that is the relevant question. Business goals, data quality and the funnel are still considered where they affect the account assessment.
How long does an audit take?
It depends on the number of accounts and markets, data access and required depth. After scoping, you receive a clear timeline.
Will you make changes to the account during the audit?
By default, the audit is analysis and recommendations. Urgent measures or parallel implementation can be agreed separately.
What does an audit cost?
Investment depends on scope and complexity. The calculator provides an initial indication; a final proposal follows a short review of the available data.
Next step
Where is the biggest untapped opportunity in your setup?
Get an initial view of audit scope and investment, or discuss the question directly with me.