Google Ads Audit
Google Ads audit — find out whether your campaigns earn or just spend budget
You run Google Ads campaigns but are not sure whether the budget is being used well? You have reports full of clicks and impressions, yet you still do not know which activities actually bring in customers?
We carry out an independent account audit. We check the campaign structure, keywords, search terms, ads, budgets, bidding strategies, conversions, GA4, Merchant Center, Performance Max, Shopping and data quality.
Result: you know where you are losing money, what is worth fixing and whether your current campaigns have potential for further optimisation.
- Audit of structure, keywords, creatives and budget
- Verification of conversions and analytics
- Performance Max + Shopping + Merchant Center
- Landing page and conversion path analysis
- A concrete, prioritised action plan
- Independent — no strings attached to management
The audit is for you if
- you run Google Ads but do not know whether the campaigns are set up well
- you have an agency, but the reports do not show real conclusions
- the campaigns generate clicks but no enquiries
- your cost per conversion is rising
- Performance Max is spending budget but you do not know where
- Shopping has lots of products with no sales
- you are not sure whether your conversions are correct
- you are planning to change agency
- you want to check the account before increasing the budget
- you want to know whether Ads makes sense in your industry
What problem does the audit tackle?
The most common problem: the campaign is running, but nobody knows whether it is running well. Many companies pay for Google Ads for months without full control over what is happening on the account.
| Client's problem | What we check | What the client gains |
|---|---|---|
| Budget burns through fast, enquiries are missing | Keywords, campaigns, search terms, locations, devices | You know where the money is leaking |
| Reports are unclear | Conversions, GA4, Google Ads, goals, attribution | You can see whether the data is reliable |
| The agency says the “campaign is learning” | Change history, optimisations, budgets, bidding strategies | You can judge whether anyone is really working on the account |
| PMax spends budget with no clear effect | Asset groups, Merchant Center, feed, conversions, ROAS | You know whether the campaign has correct input data |
| Shopping has products with no sales | Feed, Merchant Center, products, categories, ROAS | You can cut cost on weak products |
| The account is chaotic | Campaign structure, naming, ad group splits | It is easier to manage campaigns and report results |
| Lots of clicks, few customers | Landing pages, keyword intent, forms, phone calls | You know whether the problem lies in the campaign, the page or the offer |
What exactly do we check in the audit?
Eight areas of analysis — from account structure and keywords, through conversions, budgets and creatives, to Performance Max, Google Shopping and the landing page.
Account and campaign structure
- campaign split and types
- ad groups, naming
- locations, schedules, devices
- daily budgets
- display network and partner settings
- exclusions
- separating brand / non-brand
Benefit: You can see whether the account is tidy and whether the budget is not mixing different goals.
Keywords and search terms
- match types
- keywords that are too broad or informational
- keywords with cost but no conversions
- keywords with high CPC
- queries generating sales or leads
- negative lists, duplicates
- cannibalisation between campaigns
- share of brand / non-brand keywords
Benefit: You can cut cost on queries with no business sense and shift budget to higher-intent keywords.
Conversions and analytics
- conversion accuracy
- measurement of forms, phone calls, purchases
- duplicate conversions
- consistency between Google Ads ↔ GA4
- event imports
- conversion values
- micro- and macro-conversions
- optimisation goals
Benefit: You know whether the reported results are real and whether the campaigns are learning on the right data.
Budgets and bidding strategies
- daily budgets and limits
- impression share
- CPC, CPA, ROAS
- automated strategies
- tCPA, tROAS, max conv, max conv value
- seasonality
- campaigns with cost but no result
Benefit: You know whether the money goes to campaigns with potential or scatters across secondary activities.
Ads and creatives
- headlines, descriptions, RSAs
- ad extensions, CTAs
- how well the ad matches the keyword
- offer differentiators
- variant testing
- CTR
- consistency between the ad and the landing page
Benefit: You know whether the ads attract the right users or generate accidental clicks.
Landing page and conversion path
- whether the ad leads to the right subpage
- clarity of the offer
- visibility of the form and phone number
- CTA
- page speed
- consistency with user intent
- the path to contact/purchase
- cart (store)
Benefit: You know whether the problem lies in the campaign or after the ad click.
Performance Max
- campaign goal
- conversions
- asset groups
- audience signals
- creatives
- final URL expansion
- Merchant Center + feed
- ROAS / CPA
- products with no sales
- campaign segmentation
Benefit: You know whether PMax supports sales/leads or just spends budget on automation.
Google Shopping and Merchant Center
- Merchant Center errors
- disapproved products
- titles, images, prices, availability
- GTIN / MPN
- Google categories and types
- variants
- products with cost but no sales
- products with good ROAS
Benefit: A store can see whether the problem lies in the campaign, the feed, prices, the assortment or measurement.
Recommendation priorities
Not all errors are equally important. We split the recommendations in the audit by their impact on the result. That way you do not get a list of 80 notes with no idea where to start.
| Priority | What it means | Example |
|---|---|---|
| Critical | The error may distort results or burn through budget | Misconfigured conversions, duplicate purchases, ads on irrelevant keywords |
| High | The fix can have a real impact on the cost per conversion | Missing exclusions, poor budget split, weak landing pages |
| Medium | Worth fixing, but it does not block the campaign | Naming, creative testing, minor settings |
| Low | Improvements that tidy up the account | Labels, reporting, cosmetic structure |
Google Ads audit packages
Three levels of scope — from the quick Mini diagnosis to the full Enterprise audit with a team workshop. Each package is independent and does not condition any further management.
Mini audit
A quick diagnosis of the most important problems
PLN 990 net
For smaller accounts and companies that want a quick diagnosis of the most important problems — without a full enterprise audit.
Who for
- accounts with a budget of PLN 1–3k/month
- small local campaigns
- companies looking for a quick assessment
- first audits after launching campaigns
Scope
- a basic review of the Google Ads account
- campaign structure analysis
- analysis of basic settings
- conversion check
- assessment of the most important costs
- a list of the main problems
- priority recommendations
- review session (60 min)
Standard audit
A full Google Ads analysis
PLN 1,990 net
For companies running regular campaigns that want a fuller analysis of the account before deciding to continue or change agency.
Who for
- accounts with a budget of PLN 3–15k/month
- companies considering changing agency
- stores and service businesses with active campaigns
- businesses planning to increase the budget
Scope
- a full Google Ads analysis
- analysis of Search / PMax / Shopping / remarketing
- analysis of keywords and search terms
- conversion analysis
- analysis of budgets and bidding strategies
- analysis of ads and extensions
- landing page analysis
- prioritised recommendations
- PDF report + data export
- review session (120 min)
Enterprise audit
A full audit of a complex account
PLN 3,990 net
For larger accounts, online stores, complex structures and companies with a larger advertising budget or more complex analytics.
Who for
- accounts with a budget of PLN 15k+/month
- larger e-commerce
- B2B companies
- accounts with many campaigns
- companies with more complex analytics
Scope
- a full account audit
- analysis of many campaign types
- Merchant Center + product feed analysis
- Performance Max analysis
- analysis of ROAS / CPA / conversion value
- conversion quality analysis
- budget structure analysis
- 360-minute (6h) workshop with the team
- 30 days of Q&A
- implementation recommendations for the team or agency
Prices are net — 23% VAT applies. The audit is independent — it does not condition any further management with SEMTAK.
An audit before changing agency
Check whether your current agency is really working on the account
The audit also reviews the change history: how often changes were made, whether they were substantive, whether keywords were optimised, exclusions added, ads tested, budgets adjusted, and work done on Merchant Center and PMax asset groups. This way you can see whether real work stood behind the Google Ads management — and decide on changing agency based on data, not frustration.
How do we run the audit step by step?
Six stages — from access and the brief, through analysing the data and verifying conversions, to the report, the review session and Q&A.
Access and brief
Read-only access to Google Ads, GA4, GTM, Merchant Center. A short description of the business situation: goal, margins, priority products/services, valuable leads.
Effect: The audit assesses the account in the context of the business, not just against generic best practices.
Analysis of the account data
We review the data from recent months: cost, conversions, keywords, ads, budgets, campaign types, CTR, CPC, ROAS, CPA, impression share.
Effect: It becomes clear which elements of the account need adjusting.
Verification of conversions and analytics
Whether the account measures the right actions. Incorrect conversions make campaigns look good in reports but fail to bring in real customers.
Effect: You know whether the data in Google Ads is reliable.
Preparing the report
A report describing the problems, with data, conclusions and recommendations. Each important recommendation includes a description of the problem, evidence in the data, the impact, the action, the priority and the implementation difficulty.
Effect: You get instructions on what to fix, not just a general assessment of the account.
Review session
We go through the report online. We explain which actions matter most and how to implement them.
Effect: You understand the report and know where to start.
Q&A after the audit
After the report is delivered you can ask follow-up questions about the recommendations and how to implement them. Q&A: 30 days (Enterprise).
Effect: You are not left alone with the report if questions come up during implementation.
What do we measure and assess?
An audit should focus on the metrics that matter for the business result. We do not assess the account by CTR and clicks alone.
Goal: we look at the cost per conversion, the quality of traffic and the campaigns' impact on sales or leads — not just the number of clicks.
| Metric | What it means |
|---|---|
| Cost per conversion | How much it costs to acquire a lead or a sale |
| ROAS | What revenue the campaign returns relative to the ad cost |
| CPA | The cost of acquiring an action |
| CTR | Whether the ads attract attention |
| CPC | How much a click costs |
| Conversion rate | Whether traffic turns into a result |
| Impression share | Whether the budget limits visibility |
| Lost IS budget / rank | Whether the ads lose impressions due to budget or ranking |
| Conversion value | Whether the campaigns generate real value |
| Lead quality | Whether the enquiries are valuable rather than accidental |
Frequently asked questions
Short answers about the audit timeline, scope, access, the report, independence and Performance Max.
How long does a Google Ads audit take?
Do I have to grant access to the account?
Will the audit show concrete fixes?
Is the audit independent?
Can I hand the report over to my current agency?
Will the audit check whether the agency is working on the account?
Does the audit cover Performance Max?
Does the audit cover Google Shopping?
Will the audit check conversions?
Can you implement the fixes after the audit?
Does an audit make sense if the campaigns are performing well?
Want to know whether your Google Ads really works?
You do not have to guess whether the campaigns are run well. The audit will show where the budget goes, which campaigns make sense, which elements need fixing and whether the conversion data is reliable.
We will check the Google Ads account, GA4, conversions, keywords, PMax, Shopping, Merchant Center and reporting. You will get a concrete, prioritised action plan — to implement yourself, with your current agency or with us.