Free Google Ads Account Audit

Our approach to Google Ads Audit

An audit shows where your budget goes today and what to fix first. We check the settings, tracking and search terms that cause most waste, and give you a clear list of fixes in plain English, whether or not you hire us.

We only need read-only access. Nothing in your account is changed during the audit.

Audits are useful when results have plateaued, costs have risen, or you are unsure whether your current agency is doing the work. You keep the findings whether or not you hire us.

What’s included

Tracking check

Are conversions real, deduplicated and correctly valued?

Wasted spend analysis

Search terms, placements and locations that cost money without converting.

Structure & bidding review

Whether campaigns and bid strategies match your goals and data volume.

Ads & landing pages

Ad strength, message match, page speed and conversion barriers.

Prioritized action plan

Fixes ranked by impact, with effort estimates.

Problems we fix

Not knowing if the agency is working

The change history shows how often your account is actually touched. We show you.

Plateaued results

Most plateaus trace back to tracking, budget-limited top campaigns or stale ads.

Who it’s for

Businesses unhappy with their current agency
In-house teams wanting a second opinion
Accounts where cost per lead is rising

In the platform

What Google Ads Audit looks like inside the account

These are the screens you’ll see when you log in, recreated with example data, and what we do on each one.

Settings

The settings we check first

A handful of settings cause most waste. They’re quick to check and quick to fix.

Google Ads Campaign settings (audit review) Example account

SettingCurrent valueWhat it means

Networks Search Network, Display Network Display Network is switched on inside a Search campaign

Location options Presence or interest Ads can show to people outside your service area

Primary conversion Page view: /contact Counts visits, not leads. Bidding learns from the wrong thing

Auto-apply recommendations On Google can add broad keywords and raise budgets without asking

Bid strategy Maximize conversions Fine once conversion data is accurate

Ad schedule Mon–Sun, 7 AM – 9 PM Matches when calls are answered

Example findings. Red rows are the settings we see wasting money most often.

Search terms

Where your clicks really come from

We go through your search terms report to find searches that cost money but never produce leads.

Google Ads Insights and reports › Search terms Example account

Search termMatch typeClicksCostConv.

emergency plumber near me Phrase match 14 $96.20 4.00

plumber jobs torontoIrrelevant: exclude Broad match 9 $41.85 0.00

how to fix a leaking tap yourselfIrrelevant: exclude Broad match 7 $22.40 0.00

water heater replacement cost Phrase match 11 $68.75 2.00

plumbing courses ontarioIrrelevant: exclude Broad match 5 $19.10 0.00

free plumbing adviceIrrelevant: exclude Broad match 6 $17.95 0.00

Example account. Figures are illustrative. Rows in red would be added as negative keywords.

How it works

What the audit covers

Eight areas, checked in order of how much money they usually waste.

Conversion tracking

Are calls, forms and bookings counted once, and only real leads set as primary?

Campaign settings

Networks, locations, schedules, devices and auto-applied recommendations.

Search terms and negatives

How much spend goes to irrelevant searches, and which negatives are missing.

Structure

Whether services and locations are separated, and whether campaigns compete with each other.

Ads and assets

Ad strength, message match, and missing call, sitelink and location assets.

Bidding and budgets

Whether the bid strategy fits your data, and whether budgets run out early.

Landing pages

Speed, message match and how easy it is to call or fill in a form.

LSA and Performance Max

Profile setup, lead handling, brand exclusions and search terms.

Canada

Google Ads Audit in Canada: what’s different

Canadian compliance check

French versions for Quebec ads, regulated-profession ad rules and consent for tracking under PIPEDA and Law 25.

Checklist

Google Ads Audit setup checklist

Read-only access to Google Ads (invite sent from your account)
Access to Google Analytics and Tag Manager if you use them
A rough count of leads and booked jobs from the last 90 days
Your average job value and closing rate, if you know them

Mistakes to avoid

Common mistakes

Auditing without lead data

Without knowing how many real leads you got, an audit can only judge clicks. We compare Google’s numbers with yours.

Fixing everything at once

Changing every setting at once makes it impossible to see what worked and resets bidding. We prioritize.

Process & cost

How we work

Access
You grant read-only access to Google Ads and GA4.
Review
We analyze at least 90 days of data.
Walkthrough
We present findings on a call and send the written plan.

What we report on

Estimated monthly wasted spend
Tracking accuracy score
Top 10 prioritized fixes

How the cost works

Free, with no obligation.

Google Ads Audit: frequently asked questions

What access do you need for an audit?

Read-only access to Google Ads and ideally GA4. You don’t need to share passwords.

How long does an audit take?

Typically a few business days after access is granted, followed by a walkthrough call.

What access do you need for the audit?

Read-only access to your Google Ads account, sent from Admin › Access and security in your account. You can remove it at any time.

Will you change anything in my account?

No. The audit is read-only. You get a list of findings and fixes, and you decide what happens next.

Google Ads Audit across Canada

Related services

Google Ads Management

Canadian Google Ads management built around cost per lead, not clicks. Search, Performance Max, YouTube and Local Services Ads with verified conversion tracking.

Conversion Tracking (GA4 & GTM)

Accurate conversion tracking for Google Ads: GA4, Google Tag Manager, enhanced conversions, call tracking, Consent Mode v2 and offline conversion imports.

Related guides

How Much Does Google Ads Cost in Canada? (2026 Guide)

What Canadian businesses really pay for Google Ads: how cost per click is set, how to size a budget, and how agency management fees are structured.

Google Ads vs. Local Services Ads for Canadian Service Businesses

Side-by-side comparison of Google Search Ads and Local Services Ads: pricing, placement, control, ranking factors and when to use each.