If your Google Ads campaigns aren’t performing as expected, it might be time for a Google Ads audit. Whether you’re managing your ads in-house or through an agency, regular audits help identify wasted spend, missed opportunities, and areas for optimisation. In this blog, we’ll break down what a Google Ads audit is, why it matters, and how it helps you get better ROI.
What Is a Google Ads Audit?
A Google Ads audit is a detailed analysis of your account to uncover issues that may be hurting performance. It includes reviewing:
- Campaign structure
- Keyword targeting
- Ad copy
- Landing page relevance
- Budget allocation
- Conversion tracking
- Audience targeting
Audits are like a health check for your PPC account. Done right, they can boost your ad efficiency, reduce costs, and increase conversions.
Why You Need a Google Ads Audit
If you haven’t audited your account in the last 3-6 months, you’re likely missing out on performance gains. Here’s why an audit is essential:
1. Detect Wasted Spend
A common issue is spending money on keywords that don’t convert. An audit identifies:
- Poor-performing search terms
- Overlapping keywords
- Broad match abuse
2. Uncover Low-Quality Scores
Google assigns a Quality Score to each keyword, which affects cost and visibility. Low scores mean you’re overpaying for worse results.
3. Improve Conversion Tracking
Are your conversion actions set up correctly? A good audit checks whether leads, purchases, and phone calls are being tracked accurately.
4. Review Ad Copy Performance
An audit helps you identify which ads get clicks and which don’t. You may find that small changes to headlines or calls to action could lift CTR.
5. Assess Landing Pages
If your landing page doesn’t align with your ad or offer, you’re losing conversions. An audit checks relevance, speed, and mobile responsiveness.
🎯 Want a professional Google Ads audit? Book your free audit
What to Look For in an Audit
Here’s a checklist to guide your review or help you assess an audit service:
Account Structure
- Are campaigns segmented by product/service type?
- Are ad groups tightly themed?
Keyword Targeting
- Using the right match types?
- Negative keywords in place?
- Search terms report reviewed?
Ad Performance
- Split testing ads?
- Using responsive search ads?
- Do the ads match keyword intent?
Bidding Strategy
- Manual vs. automated bidding?
- Smart bidding set up with proper conversion goals?
Audience Targeting
- Leveraging remarketing lists?
- Demographic and location data applied?
Conversion Tracking
- Are all key actions being tracked?
- Are conversions duplicating?
- Is there Google Analytics integration?
Budget and Spend
- Best-performing campaigns getting enough budget?
- Underperforming campaigns paused or improved?
🛠️ Need help reviewing all these elements? Get in touch with our PPC specialists
Signs You Need a Google Ads Audit ASAP
- Your cost-per-click (CPC) keeps rising
- Conversion rates are dropping
- You haven’t reviewed your keywords or ads in months
- Your campaigns were set up by someone else, and you’re unsure what’s running
If any of these apply to you, an audit is not just helpful — it’s essential.
How Often Should You Audit?
We recommend a full audit every quarter, with lighter reviews every month. Markets change, competitors adjust, and Google’s algorithm updates frequently. Stay ahead by staying proactive.
DIY vs. Professional Google Ads Audit
You can use tools like Google Ads’ built-in recommendations or Google Analytics data for a basic self-audit. But for deeper insights:
- Professionals know what to look for
- They can benchmark your account against industry norms
- They’ll catch errors that automated tools miss
💡 Let us handle it for you — with no obligation. Request your audit
Conclusion
If you’re spending hundreds or thousands per month on Google Ads, a regular audit ensures you’re not leaving money on the table. From identifying waste to improving targeting and tracking, audits are key to long-term PPC success.
Ready to see where your ad budget is really going? 👉 Book your free Google Ads audit now
FAQs:
What is a Google Ads audit?
A Google Ads audit is a detailed review of your account to identify what’s working, what isn’t, and how to improve your ROI.
How often should I audit my ads?
A full audit every 3-6 months is ideal, with monthly performance check-ins.
Do I need an agency to perform the audit?
While DIY is possible, agencies offer deeper insights, competitive benchmarks, and unbiased recommendations.
What will I get from a professional audit?
A clear roadmap: which campaigns to pause, optimise, or scale — and specific recommendations to improve ROI.
How long does an audit take?
It depends on the size of your account, but a thorough audit usually takes 1-2 working days.