• Google Ads

Google Ads account audit: where the budget really goes

A Google Ads account audit is a breakdown of spending over recent periods and a list of what's working against you in your settings. We look at the advertising account and the analytics at the same time: the account shows credited conversions, GA4 and your accounting system show whether there were orders behind them. We do the basic part for free, the document remains with you in any case. The term is three to five working days, on accounts with dozens of campaigns up to ten.
See how it works
Price
after a free audit
Guarantee
30 days after project sign-off
What are we watching?
Google Ads account, GA4, Tag Manager, Merchant Center — together, not separately
Price
after a free audit
Guarantee
30
days after project sign-off
What are we watching?
Google Ads account, GA4, Tag Manager, Merchant Center — together, not separately
The term of the basic audit
3-5
working days; an account with dozens of campaigns — up to 10
On the way out
a document with defects, a list of edits by priority, an hour of analysis
Basic audit
free; the document remains with you, even if we do not continue to work
Format
remotely, reading access; We do not make changes to the account
Measurements in our sample
out of 33 measured sites, six without a single meter, measurement 07/31/2026
Who it's for

Situations where this service delivers results

Scenario 1 of 5

You pay the contractor every month and you can't check the report

The report shows clicks, impressions and "conversion growth", but this increase is not visible in the box office. The audit combines two pictures into one: what was counted as a conversion in the account and what from it reached your accounting system. Next, you talk to the contractor not about impressions, but about specific expense lines.

We'll review your situation in a free audit
What's included

Complete list of work and what you get as a result

  • Breakdown of costs by campaigns, groups and searches: you can see the share of the budget that went to places where there was no conversion during the period
  • Checking what is counted as a conversion: whether the contact view, scroll and button click are not included in the same counter
  • Double check: One action counted twice makes the conversion cost twice as good as it is
  • Account Reconciliation with GA4 and Tag Manager: Does the data arrive and is it not cut off by consent mode
  • Analyzing the search report and negative keyword status is the fastest way to reduce costs without losing orders
  • Intersection Search: Are your same campaigns competing for the same query and how much branded traffic did Performance Max take?
  • Checking the product feed and linking to Merchant Center if there are product campaigns
  • Evaluation of bidding strategies against the actual number of conversions per month
  • Verification of landing pages: relevance of the request, speed of response, redirects, form on the phone
  • A list of changes based on the ratio of effect and labor intensity - you can go to the current contractor with it
  • Conversation for an hour: we go through the document point by point and answer questions
When this service isn't right

What's not included — so there are no surprises at delivery

  • Making changes to the account is a separate volume at your discretion
  • Evaluation of the performance of the previous contractor as an individual or company
  • Forecast of the recovery after the corrections
  • Account audits on other advertising platforms are separate services
  • Access to financial data that you are not prepared to share
Free audit

Free Google Ads account audit

An audit is not a list of tips from general articles, but an answer to a simple question: what did you pay for last month and what did you get out of it. We look at the account and the analytics at the same time, because neither one nor the other shows the truth separately.

What we measure

  1. What counts as a conversionThe most frequent defect is that everything is in a row in conversions: viewing contacts, scrolling, clicking a button. The algorithm honestly optimizes for this and gives exactly what it was taught.
  2. Are the analytics working?Of the 33 sites we measured, six had no counter at all, four had Universal Analytics turned off on July 1, 2023, and one had a GTM snippet that was self-blocking: the exit condition compared the ID to itself.
  3. Where did last month's budget go?Breakdown by campaign, query and product group: how much was spent where there was no conversion.
  4. Search queries and negative keywordsLet's see when the request report was last cleaned. In neglected accounts, this is the fastest way to reduce costs without losing sales.
  5. Crossovers between campaignsAre your same campaigns competing for the same query and is Performance Max taking away branded traffic that was free.
  6. Bidding structure and strategiesDoes the strategy match the number of conversions? Automated strategies on a single conversion account perform worse than manual strategies, and it shows in the numbers.

What you get

  • A document with a breakdown of costs and a list of defects found, each with an estimate of the impact on the budget.
  • List of edits, ordered by the ratio of effect and labor intensity.
  • A separate section on measurement: what is now considered wrong.
  • A conversation for 60 minutes, where we go through the document point by point and answer questions.

Timeline: 3-5 working days

Why is it free

Because the audit is our way of showing how we work, not a separate product. If after it you decide not to change anything or give the corrections to your contractor, the document still remains with you.

What's next

If our participation in the correction is required, we give an estimate for specific items from the list. You can only take a part.

Short form: your contact and site URL
Contract and paperwork

We work officially

Contract, act and invoice — for every project, not just large ones.

Trusted by6 brands

Trusted by: Kvant Energy, GYPSUN, Naturel Cosmetics, Pancer Protection, LUGI, BeeTech

Terms fixed in writing8 points

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • Sites in nine countries

    Our sites run in nine countries: besides Ukraine — Poland, Germany, Austria, England, Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • Sites in nine countries

    Our sites run in nine countries: besides Ukraine — Poland, Germany, Austria, England, Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

We sign NDAs on request. After completing the work, we delete our access to your services ourselves.

What affects the price

Why two seemingly identical tasks are priced differently

  • Account sizeA dozen campaigns are distributed per day. A few dozen with product groups and regions are the same pass through each slice separately, and this is where the deadline reaches its upper limit.
  • Campaign typesThe search is read quickly: there are queries, there are minus words, there are bids. Performance Max gives less to the outside, so it is checked in roundabout ways - asset groups, channel slices, comparison with the period before the launch.
  • Access to analyticsWith access to GA4 and tags, findings are verified by a second source. Without it, the account itself remains, and part of the document goes with the "could not be verified" mark. We do it anyway, but that's half the job.
  • Product campaigns and feedsMerchant Center adds a separate layer: rejected products, price and availability discrepancies between the site and the feed. A store without product campaigns does not have this layer, and the audit is shorter for it.
  • State of change historyAn account with hundreds of edits by several people in six months requires a separate history. Without it, it is impossible to distinguish a defect from a conscious decision made a year ago in a different situation.
Process steps

Transparent stages with approval at every step

Total duration:3–10 days

  1. Access and result determination

    0.5 working days

    You grant read access to the account, GA4, and tag manager. We agree on what is considered a result - an order, a request or a call - and what price is acceptable for you. Without this figure, the audit turns into a list of observations.

  2. Cost breakdown

    0.5-3 working days

    Spending by campaigns, ad groups, searches and product groups for recent periods. Separately, we count the share of the budget that went to places where there was no conversion during the period.

  3. Checking the measurement

    0.5-3 working days

    What is counted as a conversion, whether it is not duplicated, whether it comes from tags to the account, or a live analytics counter. There is also a consent mode and a product feed. The longest stage: when it breaks, the rest of the numbers in the account are also false.

  4. Structure, intersections, rates

    0.5–2 working days

    We look for campaigns competing for the same query, check the status of negative keywords and the appropriateness of bid strategies for the number of conversions. Along the way, we open the history of changes: when the account was last touched and what exactly was changed.

  5. Landing pages

    0.5–1 working day

    We look at where the ads lead: whether the page responds to the request, how quickly the first response is given, whether there is no redirect from https to http, and whether the form works on the phone.

  6. Document and conversation

    0.5–1 working day

    We summarize what we found: each defect with an estimate of the impact on the budget, the corrections are ordered by the ratio of effect and labor intensity. Then an hour of conversation, where we go through the document point by point.

Did not find your case?

Describe how it works on your side — we will tell you whether “Google Ads account audit” fits and what it means in your situation. No brief and no call: one question, one answer.

Technologies & integrations

What we build on and what it connects to

Stack

  • Google Ads and the report on search queries - you can see what was paid for; whether clicks became orders is not visible here
  • Account change history — distinguishes a defect from a solution; is preserved for a limited period, the ancient is restored indirectly
  • GA4 — verification of conversions by a second source; shows the trend, not the box office: consent and blockers eat up some
  • Google Tag Manager - you can see how the conversion is collected technically; the published version may not be the one you are viewing
  • Google Merchant Center - rejected products and price discrepancy with the site; without it, product campaigns are read blindly
  • Google Ads Editor — account download in one file to compare campaign settings with each other
  • Placement report — where the impressions went; for Performance Max, the list is incomplete by construction
  • Your accounting system or CRM is the only place where conversion becomes money; no access - this is indicated in the document

Integrations

  • GA4
  • Google Tag Manager
  • Google Merchant Center
  • Google Search Console
  • CRM
Independent audit vs. embedded performance evaluation

How this option differs from the alternative

Recommendations and performance evaluation within the accountOur approach
Whose interestthe estimate grows mostly from increasing coverage and spendingwe don't get paid for showings - there's no reason to recommend a bigger budget
What coverssettings within the account; does not go beyond itaccount, analytics, tags, feed and landing pages together
Verification of conversionsaccepts credited conversions as fact, even when there is a scroll in themcheck with GA4 and your accounting system
Result formata list of similar tips that are applied in one clicka document where each defect has an impact rating, and the revisions have an order of execution
Who approves the changesome of the recommendations apply themselves if auto-apply is enabledyou: we can advise you to wait or not to change anything
Cases

Tasks and results in numbers — all metrics measured by us

the online store of natural cosmetics is our technical dimension of the current website

Task
Understand why the numbers from the advertising office do not match anything else.
Solution
We analyzed what exactly is connected on the site: advertising tags, analytics counters, site map, response speed.
Result
Google Ads Tag (AW-692193698), Meta Pixel and Tag Manager in place - Ads are running. The measurement is dead: Universal Analytics UA-148400680-1 remains in the markup, disabled by Google on July 1, 2023, and there is no GA4 identifier (G-…) at all. Checking ad conversions with a second source is useless here. By the way: the site map has 271 entries for 116 unique addresses, individual products are duplicated 2-4 times. At the same time, the page itself is the fastest among those measured — 126.3 ms to the first byte. Measured on 07/31/2026.

plastic surgery clinic — our technical dimension of the current site

Task
Find out why the analytics is empty, although the tags seem to be there.
Solution
We read the page markup line by line: counter snippets, consent mode, server responses to various user-agents.
Result
The inline GTM snippet is self-blocking: the variable GTM_ID = 'G-XCE3BLJBSP' and the exit condition checks GTM_ID === 'G-XCE3BLJBSP' — return fires every time, the container doesn't load at all. Plus confused IDs: G-… is GA4, not a GTM container. v2 consent mode is in default denied. That is, conversions were never collected through this container. The rest of the site is done neatly: pre-rendered HTML is given to the bot in 145 ms, ten types of JSON-LD. Measured on 07/31/2026.

professional tool store, catalog of more than 6,000 items — our technical dimension of an operating store

Task
Check where paid traffic from ads is landing.
Solution
Addresses from the root of the domain were passed, responses were measured, the site map was listed, and a list of counters was collected.
Result
GA4 (G-0SHJ2RBQ2T) and Google Ads (AW-11011280934) are connected, measurements are available. But https://<domain>/ returns a 301 to http://<domain>/uk: whoever goes to the bare domain ends up on insecure HTTP, although the certificate is valid and the internal HTTPS addresses work. Ads leading to the root pay for just such an entrance. The first response is 671.2 ms with 407.8 KB of markup. Another flaw: the sitemap takes 34.2 seconds to generate and contains each product an average of 3.9 times. Measured on 07/31/2026.
What we need from you

We can't start without this — best to prepare in advance

  1. Read access to the Google Ads account is a "view only" level, without the right to change bids or see payment data.
  2. Read access to GA4 and the tag manager: without them, half of the findings are nothing to check.
  3. Your definition of the outcome: order, request or call - and what price is considered acceptable.
  4. Access to Merchant Center if there are product campaigns.
  5. Knowing which campaigns you ran yourself and which were run by a contractor, so you don't confuse the reasons.
  6. One person from your side who will answer business questions: seasonality, margin, delivery regions.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ

Most frequently asked questions — with concrete answers

Why is the audit free? Where is the trick?

There is no subterfuge, there is a calculation. The audit takes us three to five days and shows how we think: concretely and with numbers. After that, some clients give the corrections to their contractor — this is a normal result, the document remains with them. We pay for this opportunity with our time, and it is cheaper than any advertising of our own services.

What will you find that our contractor does not see?

Most often, it is not hidden, but common. Conversions in which everything was put together for years. Campaigns competing for a single query. Spending on searches where there was no conversion in six months. Dead analytics: In the sample we measured, four sites had Universal Analytics, which Google disabled in July 2023. It's not secret knowledge, it's something you don't notice when you look at it every day.

Is it possible to do an audit without access to analytics?

You can, but that will be half the job. The account will show how much was spent and how many conversions were counted. Whether these were real orders is visible only in analytics and in your accounting system. We also deal with partial access, but we clearly indicate in the document which conclusions were made without verification.

Would you say that the previous contractor did a poor job?

We will tell you exactly what is configured this way, and what is different, and how much it costs in money. There are no people's evaluations in the document: some of the defects do not arise due to negligence, but due to changes in the system itself or due to decisions made several years ago in a different situation. Our task is a list of corrections, not a verdict.

How long will the audit take?

Three to five business days for a medium-sized account. Large accounts with several dozen campaigns and product groups — up to ten days. We name the term after we see the account in reading mode: it takes a few minutes and does not commit to anything.

What to do with the document next?

The easiest way is to give it to the one who keeps the account now and ask to go through the points. The list is ordered by the ratio of effect and labor intensity, so the first three or four points usually give the largest part of the result. If our participation is required, we name the cost by specific points, and you can take only a part.

Does it make sense to audit if the ad has just been launched?

A week after the launch - no, there is still nothing to look at. A meaningful minimum is a month of spending or a few hundred clicks, otherwise the conclusions will be about the settings, and not about the result. If the campaigns are completely fresh, we would honestly advise you to wait and come back, rather than doing work for work's sake.

Is it safe to give you access to the account?

We ask for read access: in Google Ads it's "view only" level, in GA4 it's "Viewer". With it, it is impossible to change the bid, disable the campaign or see the payment data. Access is issued as a standard invitation to our mail and can be revoked by you with one click at any time. We do not need an account password, and we do not ask for it - if the contractor asks for a password, this is a separate reason for the conversation.

We have Performance Max - will you watch it too?

Let's see, but immediately about the limits: PMax gives out less data than search. There is no list of requests in the usual form, the layout by placements is incomplete. Therefore, we look in roundabout ways: asset groups, channel sections, comparison with the period before the launch of the campaign, and separately - how much brand traffic flowed into it. Our typical recommendation is to move branded queries into a separate search campaign and see what happens to the conversion value. This does not always give a profit, but without such a separation it is impossible to honestly estimate PMax.

Give read access to the account - then our work.

It takes a few minutes to look at the account in the viewing mode and does not oblige you to do anything: after that, we name the period and show what is visible at first glance. The basic audit is free, the document remains with you.

From measured casesGoogle Ads Tag (AW-692193698), Meta Pixel and Tag Manager in place - Ads are running

View cases
  • Reply within 2 hours
  • No commitment
  • We work under a contract

There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.