Google Ads auditPlus Microsoft Ads, ChatGPT Ads and all your tracking
If your ad spend keeps rising and you can't tell what it brings in, an audit shows why. I review Google Ads, Microsoft Ads and ChatGPT Ads, plus the tracking and analytics behind them. I offer a free basic check that needs no access, and a Deep-Dive Audit from $500: a line-by-line review of your account and tracking with a written plan you can hand to anyone.
What an ads and tracking audit checks
An audit checks whether your ad budget reaches people who become customers, and whether you can actually see it. It works the same way for Google Ads, Microsoft Ads and ChatGPT Ads. It covers conversion tracking, account structure, keywords and search terms, bidding, budgets, ads, landing pages and settings like locations and networks.
The goal is a short list of fixes in order of impact, with what each one costs you today. Most of the waste I find comes from a handful of settings and tracking gaps. The ads themselves are rarely the main problem.
What an audit typically turns up
A few example findings from audits done with read-only access. The full Deep-Dive report covers much more, with every issue ranked by impact.
The free initial audit checks everything visible from the outside: tags, call and form tracking, click-to-call and your live ads.
Example ads & tracking audit. A few typical findings; a full audit goes much deeper, with a prioritized action plan.
Free initial audit vs. Deep-Dive Audit
I'll always tell you up front which one you're getting.
| Free initial audit | Deep-Dive Audit | |
|---|---|---|
| Price | $0 | From $500, credited toward management within 30 days |
| Access needed | None. Checked from the outside | Read-only access to your ad accounts, GA4 and Tag Manager |
| Tracking | Which tags are installed and whether calls, forms and sales are tracked | Every conversion action: what it counts, duplicates, values and gaps |
| Ads | Which ads are live, what they say and where they send people | Structure, keywords, search terms, bids, budgets, settings and wasted spend |
| You get | A short written summary and a fixed-price quote | A written, prioritized action plan and a walkthrough call |
What the Deep-Dive Audit reviews
Line by line, inside your account, with read-only access.
Conversion tracking health
Every conversion action: what it counts, whether it fires once, whether calls and offline sales are included.
Account structure
Campaign types, ad groups, brand vs. non-brand, and whether Performance Max is taking credit for searches you'd get anyway.
Keywords and search terms
Match types, the actual searches you pay for, missing negatives and keywords that spend without converting.
Bids, budgets and settings
Bidding strategies, budget limits, locations, schedules, devices and network settings like Search Partners and Display.
Ads and landing pages
Ad copy, assets, ad strength and whether landing pages load fast and make it easy to call or book.
Wasted spend and opportunities
Where money goes without results, and where more budget would likely pay off.
Signs your ads need an audit
- You can't say what a lead costs. Reports show clicks and impressions, but no calls or forms.
- Costs went up and results didn't. Spend rises every month without more customers.
- Your agency's reports don't match reality. Conversions in Google Ads are far higher or lower than the calls and forms you actually get.
- You've never seen the search terms. Nobody has shown you what people typed before clicking your ads.
- Everything is on automatic. Performance Max or broad match runs without negatives, brand exclusions or tracking checks.
- You're about to switch agencies and want an independent view before you decide.
Fixed the tracking. The store got busier.
A hardware store was paying for Google Ads without knowing whether the ads brought anyone through the door. I rebuilt conversion tracking from 1 action to 9, added call tracking and optimized the account and campaigns.
Read the full case study Figures from Google Ads, Jan–Sep 2026 vs. Jan–Sep 2025. Sources in the full case study.Audit questions
Something else? Send me a message and I'll reply within one business day.
How much does a Google Ads audit cost?
The initial audit is free: a basic check of what I can see without any access, meaning your website, tracking tags and live ads. The Deep-Dive Audit, a line-by-line review inside your accounts with a written plan, starts at $500. If you start monthly management within 30 days, the $500 is credited toward your first month.
What's included in the free initial audit?
A tracking check (which tags are installed, whether calls, forms and sales are tracked, and whether forms and click-to-call links work) and an ads check (which ads are live, what they say and where they send people). You get a short written summary and a fixed-price quote, with no obligation.
Do you need access to my ad accounts?
Not for the free initial audit. For the Deep-Dive Audit, read-only access to your ad accounts, GA4 and Tag Manager is enough. I can't change anything in your account with it.
Do you audit Microsoft Ads and ChatGPT Ads too?
Yes. The Deep-Dive covers Google Ads, Microsoft Ads and ChatGPT Ads, along with the tracking and GA4 setup behind them. If you run more than one platform, the fixed price is set in the quote after the free initial audit.
How long does a Deep-Dive Audit take?
It depends on the size of the account. You get the delivery date with the fixed quote, before you decide.
Can I implement the audit myself?
Yes. The plan is written so you, your team or another agency can work through it. If you'd rather have me do it, the audit fee is credited toward management when you start within 30 days.
After the audit
Let's see what ads can do for your business
Already running ads? I'll start with a free check of what's visible from the outside: your website, tracking tags and live ads. A full review inside your accounts needs read-only access and is part of the Deep-Dive Audit. Just getting started? I'll look at your website and market and tell you where to begin. Either way, you get a short written summary and a fixed-price quote. No obligation.