> services/google-ads-audit.dmg
A Second Opinion
On Your Google Ads
Whether your ads are run by someone in-house, an agency or you, I go through the account properly and tell you what's working, where the money's leaking and what to fix first. A written report and a call, for £500 fixed. Read-only access, so nothing in your account changes.
> who.txt
Who It's For
You've got someone in-house running your ads, and you'd like an independent check. Or they would. A second pair of eyes is useful to anyone, me included.
You pay an agency and you're not sure what you're getting for it. The reports look busy, but the sales don't seem to match. I'll tell you what's actually going on in the account, good or bad. If they're doing a good job, the report says so.
You run it yourself. You learnt as you went, and you suspect Google's recommendations have been spending more of your money than they should.
I'm not using the audit to poach anyone. You can hand the report to whoever runs your account and never hear from me again.
> what_i_check.txt
What I Check
Google make it very easy to spend money. They also make it very easy to waste it. These are the eight places I look.
Account Structure
How your campaigns and ad groups are organised, and the settings that quietly cost money: location targeting, networks, ad schedules and devices.
Search Terms and Wasted Spend
What people actually typed before clicking your ads, not just the keywords you chose. This is usually where the wasted money is, and where negative keywords earn their keep.
Bidding
Whether your bid strategy suits your budget and the number of conversions you get. Smart bidding is only as good as the data it's fed.
Conversion Tracking
Whether the conversions Google reports are real. Duplicates, missing sales and counting the wrong things all send the bidding the wrong way. If tracking turns out to be the main problem, my tracking audit goes deeper.
Ads and Assets
Your headlines, descriptions, sitelinks, callouts and images. Whether they tell people why they should pick you, or just repeat the keyword back at them.
Landing Pages
Where your clicks land and what happens next. A good ad pointing at a slow or vague page is money down the drain.
Performance Max
What it's spending on, where your ads are showing, which searches and products it leans on, and whether it's taking credit for sales you'd have got anyway, like people searching your own name.
Budgets
Where the money goes across your campaigns, whether any are running out of budget, and whether your best campaigns are being starved to feed the worst.
> the_report.txt
What You Get
A written report with every finding sorted into fix now, fix next and worth doing later. Each one says what's wrong, what it's likely costing you and how to fix it.
It's written so you can hand it straight to whoever runs the account. Plain English, with the specific campaigns, search terms and settings named, so nobody has to guess what I mean.
Then a call to walk you through it. Bring your in-house person or your agency along if you like. It goes better when everyone hears it at the same time.
> process.txt
How It Works
Four steps, and nothing in your account changes along the way.
Share Access
Read-only access to your Google Ads account, plus Google Analytics and Tag Manager if you use them. It takes about ten minutes, and I'll send instructions.
I Dig
I go through the account line by line, look back through its history, and check the tracking and landing pages behind it.
You Get the Report
A written report with prioritised fixes, usually within two weeks of getting access. Then a call to go through it.
Fix It (Or I Do)
Hand it to whoever runs your account, do it yourself, or have me do it. If you'd like me to take the account on, Google Ads management starts from £250 a month, month to month.
> free_vs_audit.csv
Free Review or Full Audit?
If you're not sure you need a full audit, start with my free 15-minute review.
| Free 15-minute review | Google Ads audit | |
|---|---|---|
| Cost | Free | £500, fixed |
| What I look at | Your account, quickly, focusing on what stands out | All eight areas above, line by line, plus your tracking and landing pages |
| What you get | A written list of the top 3 fixes | A full written report with prioritised fixes, plus a walkthrough call |
| Availability | 5 a month, first come first served | Book any time, and I'll tell you when I can start |
| Best for | A quick sense check, especially on a smaller account | A proper second opinion before you change agency, hire someone or spend more |
> pricing.txt
One Price, No Surprises
£500, one-off and fixed. It isn't a percentage of your ad spend, and there's no retainer attached.
That covers most small and medium accounts. If you're running dozens of campaigns across several countries, tell me first and I'll tell you honestly whether £500 covers it.
Do the maths before you book, though. If you spend a couple of hundred pounds a month on ads, a £500 audit is a big chunk of that. The free review, or my Google Ads cost calculator, may be the better place to start.
> faq.txt
Questions People Ask
How long does a Google Ads audit take?
Usually within two weeks of getting access. You get the written report and a call at the end, not a running commentary.
Will you change anything in my account?
No. I only need read-only access, and the audit doesn't touch your campaigns. Any changes afterwards are up to you and whoever runs the account.
Do I need to tell my agency?
That's up to you. If the account's in your name, which it should be, you can add me as a read-only user yourself, though they may spot a new name on the access list. A good agency shouldn't mind a second opinion. If you can't add a user to your own account, that tells you something too.
What if my account turns out to be fine?
Then the report says so, with the evidence, and you can stop wondering. That's worth knowing too.
Do you audit Shopping and Performance Max?
Yes. Search, Shopping, Performance Max, Display and YouTube all get looked at if you run them. For online shops I look at your product feed as well, because that's what Shopping and Performance Max ads are built from.
What about Microsoft Ads or Meta?
This audit is for Google Ads. If you run Microsoft Ads too, it's often a copy of the Google account, so ask and I'll tell you whether it's worth including.
> new_message.txt
Book a Google Ads Audit
£500, fixed. Read-only access, a written fix list in order, and a call to go through it. Tell me roughly what you spend and who runs the account, and I'll tell you honestly whether an audit is worth it for you.
"Matt was really responsive throughout the whole process - no questions went unanswered and Matt was really engaged in the whole process."
Lizzie Hill · Abergele Golf Club