Independent Google Ads account audit
An independent Google Ads audit that follows the money.
See what your budget actually bought, whether the conversions can be trusted and what your agency changed to improve the account. We review the evidence without asking to take over campaign management.
Two-minute check. No cost, card, call or obligation.
- Independent of your Google Ads agency
- Search terms reviewed, not just keywords
- Conversions checked against real leads
- No request for your Google password
Why the dashboard is not enough
A healthy-looking Google Ads account can still waste money.
Automated bidding and polished reporting make accounts look simpler than they are. The decisive details often sit behind the headline cost per conversion.
The conversion is not the outcome you think it is
Phone-link clicks, page views, duplicated forms and imported events can all appear beside genuine enquiries. If the input is wrong, automated bidding learns from the wrong signal.
Brand searches flatter acquisition performance
People already searching for your business usually convert cheaply. Blending branded and non-branded traffic can make new-customer acquisition look more efficient than it is.
Performance Max hides where spend went
A single headline result can combine Search, Shopping, Display, YouTube and branded demand. The account needs enough segmentation and evidence to explain what created the outcome.
Cheap leads are not always useful leads
A falling cost per lead is only progress when contactability, qualification and sales hold up. Platform conversions need to be reconciled with the business that received them.
Google Ads audit checklist
The account checks that reveal where performance came from.
The review follows the path from query to click, landing page, recorded conversion and real commercial outcome.
Search terms and match types
We read the actual queries that triggered spend, identify irrelevant or weak-intent themes and assess whether negatives and match-type decisions are being maintained.
Conversion actions and attribution
We check which actions are primary, how they fire, whether values are meaningful, whether duplicates are likely and how the attribution setup affects reported results.
Brand, non-brand and competitor demand
Traffic is separated by intent so existing demand cannot quietly subsidise acquisition terms and obscure what new enquiries really cost.
Budget allocation and bid strategy
We assess budget restrictions, campaign concentration, bid-strategy suitability and whether enough reliable conversion data exists for automation to work sensibly.
Locations, devices, times and placements
Waste is sought in geographies you do not serve, weak devices or hours, Search Partners, Display placements and asset groups that consume spend without useful outcomes.
Landing pages and lead quality
The click is traced beyond Google Ads. We look for message mismatch, mobile friction, broken forms and the difference between a recorded conversion and a qualified lead.
The output
A Google Ads audit report built for a decision.
You receive the important facts in a form you can discuss with the person managing the account, with technical detail available where it supports the conclusion.
Tracking-confidence rating
A clear view of how much reliance to place on the account’s conversions, with the events or reconciliation gaps that limit confidence.
Spend and waste findings
Search terms, locations, placements or structures requiring attention are described in commercial terms rather than presented as a generic optimisation list.
Agency activity review
Change history and reported work are considered together so you can see what was tested, whether it was evaluated and what happens next.
Prioritised questions
Questions are ready to send to your Google Ads provider, including the evidence a complete answer should contain.
Why independent matters
The reviewer does not benefit from taking over the account.
A free Google Ads audit from a management agency can uncover real problems. It can also be part of that agency’s sales process. When the reviewer earns the account if the verdict is negative, you should understand that incentive.
AgencyGuard does not manage Google Ads. We are paid to help you judge the work and ask better questions, so the most useful outcome can be confirmation that your existing provider is doing a sound job.
AgencyGuard’s position
- No Google Ads management contract to sell
- No percentage-of-spend fee
- No agency referral commission
- Your agency remains responsible for implementation
How it works
From uncertainty to a decision you can defend.
You do not need to diagnose the problem before you join. Start with what you already have and we will tell you what is missing.
Start with the report
Send the latest Google Ads report and the lead or sales information you can verify. This is enough to identify the first visibility and tracking questions.
Add read-only evidence if needed
Where account-level verification would change the conclusion, grant scoped read-only access through Google’s own user permissions. Your login credentials stay private.
Take the questions back
Use the verdict and prioritised questions with your provider. Ongoing reports show whether tracking, management and commercial outcomes improve after the discussion.
Questions
What business owners ask about google ads audit.
Can you audit Google Ads without account access?
We can begin with the report and your real lead or sales evidence. Some questions—such as search terms, change history and conversion-action settings—need read-only account access for a firm conclusion. We identify that limitation rather than pretending the report shows everything.
Will the audit include Performance Max?
Yes, where it is in scope for your membership. The review considers asset groups, search themes and available placement or category evidence, brand contribution, conversion inputs and how Performance Max interacts with Search or Shopping campaigns.
Do you make changes inside the account?
No. AgencyGuard reviews and reports; your agency or in-house manager implements approved changes. Keeping those roles separate protects the independence of the review.
How is this different from a free Google Ads audit tool?
Automated tools can flag settings quickly, but they cannot reliably reconcile a platform conversion with lead quality, business capacity, margin or the context behind an agency decision. Our review is written by a person and connects account evidence to the commercial outcome.
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