ACQUISITION

Google Ads Audit

We review the Google Ads account so you can understand where the budget is going, what is configured correctly, which data can be trusted and what should change.

Google Ads

Google Ads Audit

Google campaign reviewGoogle Ads account optimization

EUR 50 / hour

Request a Google Ads audit

Complementary products

Google Ads Management Tracking Audit Tracking & Analytics Implementation Landing Page Development Conversion Rate Optimization (CRO)

diagnosing and reviewing an existing Google Ads account.

which interventions should happen first.

Google Ads Management implements and manages campaigns.

The audit does not automatically modify the account.

01PRODUCT READER

First screen

We do not start with:

“Which setting should we change?”

We start with:

“Can the current account demonstrate that budget is reaching the right intent and generating the commercial result the business actually needs?”

The audit ends with clear findings, priorities and actionable recommendations.

The amount of work depends on:

account size;

number of campaigns;

period reviewed;

campaign types;

tracking complexity;

ecommerce;

number of markets;

quality of available data.

CTA support text:

Send us the website and tell us what is unclear about the current campaigns. We review the account and estimate the audit scope.

02PRODUCT READER

When do you need a Google Ads audit?

An audit is appropriate when:

Google Ads is spending budget but you do not know what it produces;

there is traffic but too few leads;

lead quality is weak;

orders exist but profitability is unclear;

cost per conversion has increased;

several people have managed the account over time;

the structure is difficult to understand;

many old campaigns still exist;

Performance Max is running without clear interpretation;

Search attracts irrelevant terms;

tracking appears unreliable;

conversions are duplicated;

UTM parameters are missing or inconsistent;

Google Ads and Analytics tell different stories;

it is unclear what should be optimized first;

you are changing account management;

you want an independent review before investing more.

03PRODUCT READER

What is a Google Ads audit?

The audit is a structured review of the existing setup.

We examine the relationship between:

objective -> intent -> campaign -> targeting -> ad -> landing page -> tracking -> conversion -> cost -> result

We do not evaluate every setting in isolation.

A campaign can be technically valid and commercially wrong.

Or it can appear successful because the tracking is wrong.

04PRODUCT READER

What you receive

Depending on the account, the audit may include:

account-structure review;

campaign review;

objective review;

campaign-type review;

Search;

Shopping;

Performance Max;

remarketing;

keyword analysis;

match-type analysis;

search-term analysis;

negative-keyword analysis;

ad review;

asset review;

landing-page review;

conversion review;

primary / secondary conversion review;

auto-tagging review;

GCLID review;

UTM review;

ValueTrack review;

Final URL suffix review;

destination-URL review;

geographic analysis;

budget analysis;

bidding analysis;

audience analysis;

catalogue analysis where relevant;

available-data analysis;

issue identification;

intervention prioritization;

audit report;

optimization recommendations.

05PRODUCT READER

How we work

1. Define the audit objective

We establish what you need to understand.

2. Receive access

We use permissions, not passwords.

3. Define the analysis period

We choose the relevant timeframe.

4. Review measurement

We determine whether the data can be interpreted reliably.

5. Analyse the structure

Account, campaigns, targeting, keywords and ads.

6. Analyse traffic

Search terms, geography and other relevant signals.

7. Analyse destinations

We review landing pages and intent continuity.

8. Review campaign tracking

Conversions, UTM parameters, auto-tagging, GCLID, ValueTrack and URLs where relevant.

9. Analyse costs and outcomes

We interpret data in commercial context.

10. Identify problems

We separate symptoms from likely causes.

11. Prioritize

We establish the order of intervention.

12. Deliver the report

The audit ends with actionable recommendations.

44. How much does a Google Ads Audit cost?

EUR 50 / hour

The cost depends on:

account size;

number of campaigns;

period analysed;

Search;

Shopping;

Performance Max;

remarketing;

number of conversions;

tracking;

ecommerce;

number of markets;

complexity of the problems;

required report depth.

We estimate the hours after an initial scope review.

45. How long does it take?

There is no universal timeframe.

An account with a few Search campaigns is different from one containing:

several markets;

ecommerce;

Shopping;

Performance Max;

several conversions;

extensive history;

complex tracking.

Duration is estimated once the scope is defined.

46. What we need from you

For the audit, it helps to have:

website;

read-only or required access level to Google Ads;

campaign objective;

products or services promoted;

relevant analysis period;

budgets;

markets;

information about conversions;

information about lead quality where available;

analytics access where required and approved;

information about tracking;

existing UTM taxonomy where available;

context about recent changes;

any problems you already suspect.

We do not ask for the account password.

47. Frequently asked questions

How much does a Google Ads audit cost?

The service costs EUR 50 / hour.

The amount of work depends on account complexity.

Do you change campaigns during the audit?

Not automatically.

The audit is separate from implementation.

Do you review Search Ads?

Yes.

Do you review Performance Max?

Yes, where it exists in the account.

Do you review Shopping Ads?

Yes, for relevant ecommerce accounts.

Do you review keywords?

Yes.

Do you review search terms?

Yes, within the available data.

Do you review negative keywords?

Yes.

Do you review ads?

Yes.

Do you review landing pages?

Yes.

The audit reviews continuity between the ad and destination.

Do you review conversions?

Yes.

This is one of the most important parts of the audit.

Do you review UTM parameters?

Yes.

We review the taxonomy, consistency and campaign implementation.

Do you review GCLID and auto-tagging?

Yes, where they are used by the setup and measurement infrastructure.

Do you review ValueTrack and Final URL suffix?

Yes, where they are used or where the tracking architecture requires them to be evaluated.

Does the audit include a full GA4 and GTM audit?

Not automatically.

We review what is necessary to interpret Google Ads.

For a complete measurement review, use the separate Tracking Audit product.

Do we receive a report?

Yes.

The audit ends with findings, priorities and relevant recommendations.

Can you implement the recommendations?

Yes.

Implementation can be handled later through the appropriate product.

Do you have to manage the account afterwards?

No.

The report is designed to remain useful independently.

Do you guarantee campaign costs will decrease after the audit?

No.

The audit identifies problems and opportunities; it does not guarantee the commercial result of later changes.

48. Complementary components

We show products that can solve issues identified in the audit, not services automatically included.

Google Ads Management

For active implementation and campaign management.

Tracking Audit

For deeper investigation of measurement, GA4, GTM and conversion problems.

Tracking & Analytics Implementation

For rebuilding or implementing the measurement infrastructure.

Landing Page Development

For situations where the campaign does not have an appropriate destination.

Conversion Rate Optimization

For cases where data shows friction after the click.

49. FINAL CTA

Find out what is actually happening inside the Google Ads account.

We review structure, campaigns, traffic, landing pages, conversions and tracking and explain clearly what should be addressed first.

CTA:

Request a Google Ads audit

Destination

WhatsApp.

Pre-filled WhatsApp message

Hi! I’d like a Google Ads audit. The website is:

[link]

The account promotes:

[products / services]

The issue I currently see is:

[cost / weak leads / missing conversions / tracking / Performance Max / not sure yet]

Approximate media budget:

[amount / prefer to discuss]

06PRODUCT READER

What we do not do / What we do not promise

41. What we do not do

Google Ads Audit does not mean:

making changes without approval;

recommendations based only on platform scores;

automatically increasing budget;

automatically stopping campaigns;

calling a keyword “good” only because it gets clicks;

interpreting conversions without validating them;

ignoring UTM parameters;

ignoring landing pages;

filling the report with vanity metrics;

inventing issues for upsell.

42. What we do not promise

The audit does not automatically promise:

lower CPC;

lower cost per lead;

higher ROAS;

more leads;

more sales;

a specific percentage improvement.

The audit identifies problems and opportunities based on the available setup and data.

The outcome of later interventions also depends on:

offer;

market;

competition;

budget;

landing page;

tracking;

execution.

07PRODUCT READER

Account access

The audit should be performed on the real account.

We prefer direct access through official permission mechanisms.

The principle remains:

the business controls the account; Unified Systems receives only the access required for the audit.

We do not request the Google-account password.

We do not transfer ownership merely to perform the audit.

08PRODUCT READER

Account structure

We review whether the current structure allows:

control;

analysis;

budget allocation;

separation of intent;

interpretation of results.

Potential problems include:

duplicate campaigns;

excessive fragmentation;

different intents mixed together;

several services inside one unclear structure;

inconsistent naming;

old campaigns creating confusion;

no clear commercial logic.

We do not recommend restructuring merely because we would have built the account differently.

A change needs a reason.

09PRODUCT READER

Campaign objectives

We review what the account is actually trying to generate.

For example:

leads;

phone calls;

appointments;

WhatsApp conversations;

orders;

revenue;

other commercial actions.

If the platform objective does not match the business objective, the rest of the optimization may be based on the wrong signal.

10PRODUCT READER

Campaign types

We audit the campaign types that actually exist in the account.

These may include:

Search;

Shopping;

Performance Max;

remarketing;

other relevant existing configurations.

We do not assume every account should use every campaign type.

Sometimes the correct recommendation is simplification.

11PRODUCT READER

Search audit

For Search campaigns, we review:

intent;

structure;

keywords;

match types;

search terms;

negative keywords;

ads;

assets;

landing pages;

conversions;

costs;

budget distribution.

The purpose is to determine whether the business is paying for searches with real commercial relevance.

12PRODUCT READER

Keywords and match types

We review whether keywords:

match the offer;

carry relevant intent;

are too broad;

overlap unnecessarily;

attract difficult-to-control traffic;

are organized coherently.

Match type is not evaluated separately from search terms.

A keyword-level setup can look reasonable while still generating poor traffic.

13PRODUCT READER

Search terms

Search terms show what users actually searched for in cases where the data is available.

We analyse:

relevance;

intent;

searches consuming budget;

new opportunities;

patterns of weak traffic;

need for negative keywords.

This can reveal a meaningful difference between:

what the campaign was supposed to target

and:

what the account actually paid for.

14PRODUCT READER

Negative keywords

We review:

whether they exist;

how they are organized;

whether important exclusions are missing;

whether some negatives block valuable traffic;

whether they are used consistently between campaigns.

More negative keywords do not automatically mean a better campaign.

The purpose is to remove the wrong traffic without blocking the right intent.

15PRODUCT READER

Ads and assets

We review:

messaging;

search relevance;

headlines;

descriptions;

CTA;

differentiators;

claims;

assets;

relationship with the landing page.

The ad is evaluated in context.

We do not consider copy “good” if it promises something the destination page does not continue.

16PRODUCT READER

Landing pages

The audit does not stop inside Google Ads.

We review where the traffic lands.

We evaluate whether the landing page:

matches the intent;

continues the message;

explains the offer;

has a clear CTA;

works on mobile;

has obvious issues;

can support the measured conversion.

A strong campaign can be blocked by the wrong destination.

17PRODUCT READER

Conversions

One of the most important parts of the audit is reviewing the conversions used for optimization.

Where access allows, we check:

which conversions exist;

what action they measure;

whether they are relevant;

whether duplicates exist;

whether value is configured;

whether they are used for bidding;

whether outdated conversions remain active;

whether micro-actions are confused with commercial outcomes.

18PRODUCT READER

Primary and secondary conversions

Not every measured event should be treated as a primary objective.

For example:

purchase may represent a commercial outcome;

a form submission may represent a lead;

an element click may only be an intermediate signal.

We review whether the platform is learning from the right event.

If a low-value action is treated as the primary objective, automated optimization may learn from the wrong signal.

19PRODUCT READER

Google Ads tracking

We review whether the measurement used by campaigns is coherent enough to support decisions.

The audit may include:

Google Ads conversion tracking;

GA4 connection;

GTM where relevant;

ecommerce measurement;

forms;

calls;

WhatsApp;

other configured conversions.

A Google Ads Audit does not replace a complete Tracking Audit.

Where broader measurement issues appear, we document and separate them.

20PRODUCT READER

UTM audit

UTM parameters are an explicit part of the audit.

Where they are used, we review the convention for:

utm_source

utm_medium

utm_campaign

utm_content

utm_term

We evaluate:

consistency;

naming;

duplicate values;

difficult-to-interpret values;

campaigns missing tagging where it is required;

inconsistencies versus other channels;

whether the taxonomy can be used in analytics or reporting.

UTM parameters should not be treated as arbitrary text appended to a URL.

They are part of the attribution architecture.

21PRODUCT READER

Auto-tagging and GCLID

We review whether auto-tagging is configured coherently with the measurement infrastructure.

We check:

whether it is enabled where required;

whether GCLID can reach the destination;

whether redirects or technical layers may affect it;

whether downstream systems can use it where needed.

UTM parameters and GCLID have complementary roles.

We do not assume one automatically replaces the other.

22PRODUCT READER

ValueTrack and Final URL suffix

Where the account uses more advanced tracking, we review:

ValueTrack;

custom parameters;

Final URL suffix;

tracking templates;

landing URLs.

We determine whether the structure:

works;

is coherent;

is necessary;

can be simplified;

produces the expected parameters.

Unnecessary complexity can make debugging harder without creating additional value.

23PRODUCT READER

Parameter persistence

Correct parameters inside Google Ads are not enough if they disappear later.

Where relevant, we review what happens across:

ad -> redirect -> landing page

and flag risks affecting downstream stages.

If the issue belongs to website or tracking infrastructure, we separate it for the appropriate intervention.

24PRODUCT READER

Attribution

The audit reviews how results are interpreted without assuming one platform perfectly describes the entire customer journey.

We review meaningful differences between:

Google Ads;

analytics;

ecommerce;

other available data.

We do not force perfect equality between systems using different attribution logic.

But unexplained discrepancies should be investigated.

25PRODUCT READER

Shopping Ads

For ecommerce, we may review:

Shopping campaigns;

promoted products;

available data;

destinations;

cost;

conversions;

products consuming budget;

products generating value.

Feed or catalogue problems requiring separate intervention are identified distinctly.

26PRODUCT READER

Performance Max

Performance Max is not evaluated only by the aggregate dashboard result.

Within the available data, we review:

objective;

conversions used;

asset groups;

assets;

catalogue;

audience signals where relevant;

budget allocation;

interaction with other campaigns;

landing pages;

brand traffic where it can be assessed;

measurement quality.

We do not recommend keeping or stopping Performance Max merely because it is automated.

27PRODUCT READER

Remarketing

For remarketing, we review:

whether there is a commercial reason for it;

audiences used;

data eligibility;

message;

landing page;

conversion;

visible consent or tracking issues.

We do not assume remarketing is mandatory for every account.

28PRODUCT READER

Geography

We review whether advertising targets areas the business can actually serve.

We analyse:

countries;

regions;

cities;

local areas;

configurations that may generate traffic outside the intended market.

Geography should reflect operational reality.

29PRODUCT READER

Ad schedule

We review whether time restrictions exist and whether they make sense.

We do not automatically assume ads should run only during business hours.

We consider the relationship between:

search time;

conversion process;

team availability;

commercial behaviour.

30PRODUCT READER

Devices

We review available performance by:

mobile;

desktop;

tablet where meaningful volume exists.

A device with apparently weak performance may indicate:

website experience;

checkout issue;

tracking issue;

intent difference.

We do not automatically treat the device itself as the advertising problem.

31PRODUCT READER

Budgets

We review where the budget goes.

We check:

distribution between campaigns;

fragmentation;

budget-limited campaigns;

areas consuming disproportionate spend;

commercial priorities;

campaigns with too little data.

We do not recommend increasing budget simply because the platform suggests it.

32PRODUCT READER

Bidding

We review bidding strategy in the context of:

objective;

conversions;

history;

data volume;

conversion value;

campaign structure.

Automated bidding does not fix incorrect conversion data or poorly defined objectives.

33PRODUCT READER

Brand vs non-brand

Where relevant, we review whether results come from:

brand searches;

non-brand searches;

other demand types.

This can materially change how performance should be interpreted.

An account performing well mainly from users already searching for the brand should be understood differently from one generating relevant new demand.

34PRODUCT READER

Lead quality

For service businesses, where data exists, we try to understand:

how many leads are relevant;

how many are spam;

how many request something else;

how many have the potential to become customers.

Google Ads can report conversions without automatically knowing the commercial quality of every lead.

That limitation is documented in the audit.

35PRODUCT READER

ROAS and ecommerce

For ecommerce, we review ROAS only in the context of available data.

We check whether:

revenue is transmitted correctly;

purchase is not duplicated;

values are coherent;

reporting can be trusted.

ROAS is not automatically the same as profit.

The audit can flag that distinction.

36PRODUCT READER

Problems, not just observations

The report should not be a collection of screenshots.

For every meaningful issue, we aim to clarify:

what we observed;

why it matters;

what it may affect;

what we recommend;

intervention priority.

37PRODUCT READER

Intervention priorities

Not every problem has the same importance.

Findings may be grouped by impact and urgency, for example:

critical;

high;

medium;

low;

or an equivalent system appropriate to the report.

The objective is not to generate as many issues as possible.

The objective is to establish what should be addressed first.

38PRODUCT READER

What can result from the audit?

The audit may conclude that the account needs:

conversion fixes;

structure cleanup;

new negative keywords;

Search restructuring;

landing-page changes;

Performance Max review;

UTM corrections;

tracking simplification;

budget reallocation;

catalogue improvements;

changes in priorities;

Google Ads Management;

Tracking Audit;

Conversion Rate Optimization;

no major change in a specific area.

The audit is not designed to invent problems that generate additional work.

39PRODUCT READER

Audit report

The final deliverable should be usable independently.

It may include:

executive summary;

configuration reviewed;

identified issues;

evidence;

impact;

recommendations;

priorities;

dependencies;

next steps.

The report remains useful even if implementation is later handled by another team.

40PRODUCT READER

The audit does not automatically modify the account

The audit is a diagnostic product.

We do not automatically change:

campaigns;

budgets;

bidding;

keywords;

negative keywords;

ads;

conversions;

UTM parameters;

landing pages

simply because a problem was identified.

Implementation is approved separately.

This separation allows the current state to be evaluated before the system is changed.

41PRODUCT READER

Google Ads Audit vs Google Ads Management

Google Ads Audit

Answers:

What is working, what is wrong and what should change?

Delivers:

diagnosis;

priorities;

recommendations;

report.

Google Ads Management

Answers:

How do we implement and manage the campaigns?

Includes:

implementation;

management;

ongoing optimization.

The audit may precede management, but does not require it.

42PRODUCT READER

Google Ads Audit vs Tracking Audit

Google Ads Audit

Focuses on the relationship between:

campaigns;

intent;

cost;

landing pages;

conversions;

performance.

Tracking Audit

Reviews measurement infrastructure in depth:

GA4;

GTM;

events;

consent;

deduplication;

data flows;

debugging.

The Google Ads Audit reviews the tracking required to interpret the advertising account.

It does not automatically replace a full measurement audit.

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Google campaign review

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Google Ads Audit

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