Your Ads Pay for Themselves, or We Find Out Why They Don't

Through offline conversion import. Google gives every click a GCLID, your CRM stores that ID against the lead, and once the deal closes you send back what the lead was actually worth. Where the GCLID is missing, for example on phone calls, enhanced conversions for leads does the same job with hashed contact data. Until that loop exists Google optimizes toward form fills, and it will happily buy you a hundred worthless ones. On lead generation accounts we check this first, because a broken conversion feed usually wastes more budget than keywords and bids combined.

There is no interval that fits every account, but two triggers are reliable. Audit when something structural changes: a new campaign type, a site migration, a change of agency, or a large budget increase. And audit when the numbers drift for several weeks with no explanation you trust. Accounts left alone for a year accumulate settings nobody remembers approving, while auto-applied recommendations keep working in the meantime. Between paid audits, the free self-checks listed further down this page catch the obvious cases at no cost.

Usually one of three reasons. You are looking at the search terms report rather than the keywords tab, or the other way round. Or the campaign type has no keywords to show, because Performance Max and Demand Gen do not expose them at all. Or Google is withholding low-volume search terms for privacy, which it does routinely, so part of your spend is never itemized. Knowing which of the three applies changes what you can actually control, and we establish it before recommending anything.

The count is not the problem, the spread is. A thousand keywords across sensible ad groups is fine. Fifty keywords in one ad group, all served by the same generic ad, is not: nothing collects enough data to learn from, and relevance drops for every one of them. In audits the symptom we see most often is not too many keywords, it is too many keywords with no negatives underneath them, so the account quietly pays for search terms nobody would have approved.

Bidding on a competitor name as a keyword is allowed by Google in most regions. Putting their trademark in the ad text is a separate question, and the answer depends on the country you advertise in and on the mark itself: Google runs trademark complaints per region and allows some uses, resellers and informational pages among them, while national trademark law sits on top of that and is stricter in some markets than in others. Check it for your markets before you write it, and expect the owner to be able to complain. The commercial answer is separate from the legal one: competitor terms usually convert worse and cost more than your own brand terms, so they suit a specific campaign rather than a permanent line in the budget. In the audit we flag them when they consume spend without producing sales.

Google publishes this itself, for free. The Ads Transparency Center shows the ads any advertiser is currently running, by region, which covers creatives and formats. What it does not show is their budget, their keywords or their results. Paid tools that claim to reveal those numbers produce estimates from models, they do not read anyone else's account, so treat the figures as direction rather than fact. In the audit we use competitor ads to judge how your offer reads next to theirs.

Yes, ad copy is part of the audit. The recurring finding is not weak writing but a mismatch: the ad promises one thing, the landing page shows another, and you pay for a visit that leaves without doing anything. Beyond that, the mechanics matter more than the phrasing. Pin the headlines that must not move, so responsive ads cannot assemble a claim you never made. Match the ad to the search term rather than to your product name. And state the price when it is a good one.

An audit is a detailed review of your ad campaigns in Google Ads. We analyze account structure, keywords, ads, targeting, conversions, and budgets. The goal is to find where you're losing money and how to get more customers with the same budget.

This is a one-time audit: we review your account once, hand you a report with a prioritized fix list, and you decide what to do next. Google Ads Management is an ongoing monthly retainer where we run and optimize your campaigns for you. Many clients start with the audit to see what needs fixing, then choose whether to implement it themselves or move to ongoing management. See our Google Ads Management retainer at /services/google-ads/.

Ads audit starts from €199. What you pay depends on scope, not on how much you spend: Start (€199) covers one or two campaigns in the account; Professional (€399) covers every campaign the account runs, with conversion-tracking verification and a competitor ad review; Expert (€750) adds the Shopping and Performance Max review, a landing-page conversion pass and an independent contractor evaluation. Inside a tier a small account and a large one pay the same.

The Start and Professional audits are ready in 3-5 business days, Expert in 5-10. You receive a detailed report with specific recommendations, what to fix first ("quick wins") and what to optimize long-term. How fast anything changes afterwards depends on which fixes you implement and how much traffic the account gets, so we put no date on it.

We do both setup and audits. If you don't have an ad account: we'll create, configure, and launch campaigns. If you already have one, we start with an audit so you don't waste money redoing what already works.

No. The audit is an independent review. You receive a report with recommendations and can implement them yourself, pass them to your contractor, or order implementation from us. No lock-in: clients stay because results, not because of a signed contract.

Four blocks: (1) Campaign strategy and account structure: budgets, bids, schedule, geo; (2) Keywords: relevance, match types, negative keywords; (3) Ads: copy quality, extensions, A/B tests; (4) Conversions: tracking, attribution models, Analytics integration. Plus competitor analysis and growth opportunities.

Sometimes, and we will not pretend it always is. On a small budget the usual mistakes cost proportionally more: no negative keyword list, a conversion tag that never fired, a campaign type the account cannot feed with enough data. The audit tells you which of those apply to you and what to change first. What it cannot do is promise the fee back, and if the account is already in order the report will say so, which is worth knowing too. If you would rather check before paying, the free express review names up to three problems in a call of up to twenty minutes.

Automated tools check technical aspects: broken links, duplicates, basic settings. Our audit is done by a live specialist holding the Google Ads certifications listed further down this page. We analyze business logic: is your advertising targeting customers ready to buy?

An independent audit is a second opinion on your contractor's work, not a competitor pitch. If they're doing well, you get confirmation in writing. If there are issues, you get them documented with specific examples and recommended fixes.

Just access to your Google Ads account. This is guest access: we don't change anything, only analyze. You receive a report in 3-5 business days, or 5-10 on the Expert tier, and we discuss results on a video call.

Yes. We send a redacted 15-page PDF sample from a past Google Ads audit (client name removed, account screenshots blurred) so you can evaluate depth, structure, and how specific the recommendations are. The full report is typically 30-50 pages plus a prioritized fix list your in-house team or agency can execute.

The audit covers Google Ads: Search, Display, Shopping, Performance Max, YouTube and remarketing. Advertising systems outside Google are not part of it. We also do not write new ad creative, build landing pages, or rebuild conversion tracking inside the audit price; those are implementation deliverables.

No obligation. About half of our audit clients implement with their in-house PPC specialist or existing agency. The report is written so any competent Google Ads specialist can execute it without us. If you want our team to implement fixes, we quote separately based on the scope.

We request read-only access via your email invite, we never ask for passwords or take admin rights. Access is limited to the 1-2 specialists on your audit and you revoke it with one click after delivery. We are EU-registered (CyberLab.Team OÜ, Estonia) and operate under GDPR; a DPA is available on request.

No. We work with read-only guest access and change nothing in your account. Your campaigns keep running exactly as before while we review them, and you act on the findings only when you choose to. If you later decide to implement fixes, that happens on your schedule, in your account.

Yes, in the Expert package, including a review of the product feed and asset groups. The Start package covers one or two campaigns and Professional covers every campaign in the account; Shopping and Performance Max depth sits in Expert so the tier boundaries stay clear.

A percentage-of-spend fee grows with your budget regardless of how much work the audit actually takes. Our scope is fixed, so the price is known upfront and a small account and a large one pay the same for the same review. The incentive stays the same either way, and there is nothing tied to how much you spend.

Yes, with one honest caveat. A setup-stage audit catches tracking, match-type and targeting mistakes before you scale budget, which is exactly when they are cheapest to fix. But with little data, some conclusions that depend on volume, like which creatives win, are limited, so we say so plainly and focus on the structural checks that hold regardless of spend.

The timeframes are fixed to protect audit depth: going through campaign strategy, keywords and negative keywords, ads, conversion tracking and account structure takes the time it takes to be thorough. We do not run a rushed version, because a faster pass would mean a shallower review. If timing is tight, tell us your situation and we will be straight about what is realistic.