"The big advantage of Improove: The combination of SEO expertise and a reliable, local contact person who knows our brand and our playgrounds and acts proactively."
Google Ads & Paid Search Audit
Google Ads budgets can grow quickly without performance keeping pace. That is when clarity is needed about which campaigns are profitable, where budget is being lost and whether tracking and attribution really deliver reliable optimisation signals.
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MEET OUR EXPERTSSenior Architects & SEO Experts
OUR APPROACH
A GOOGLE ADS AUDIT MUST GO BEYOND ACCOUNT HINTS
A Google Ads audit is only valuable when it goes beyond individual account hints. What matters is not whether there are optimisation potentials, but which of them genuinely affect budget, leads, revenue and profitability. We analyse Google Ads accounts from a performance and business perspective. We examine structure, search terms, budgets, bidding strategies, conversion tracking, attribution, landing pages and reporting.
GOOGLE ADS ACCOUNT AUDIT
WHERE IS YOUR GOOGLE ADS ACCOUNT LOSING BUDGET?
Google Ads accounts grow over time: more campaigns, more keywords, more ad groups. Without regular review, inefficient structures, unnecessary wastage and budget losses emerge that are hard to spot without an external perspective.
GOAL OF THE AUDIT
- ASSESS BUDGET EFFICIENCY
- CHECK ACCOUNT AND CAMPAIGN STRUCTURE
- IDENTIFY WASTAGE
- ANALYSE KEYWORD STRATEGY AND SEARCH TERMS
WHAT YOU GET
- GOOGLE ADS ACCOUNT AUDIT
- SEA ANALYSIS OF CAMPAIGN STRUCTURE
- ASSESSMENT OF BUDGET DISTRIBUTION AND SEARCH TERMS
- RECOMMENDATIONS FOR ACCOUNT, CAMPAIGNS, KEYWORDS, ADS AND LANDING PAGES
CONVERSION TRACKING & ATTRIBUTION
OPTIMISATION IS ONLY AS GOOD AS THE DATA FOUNDATION
Optimisation strategies for Google Ads can only be as good as the data behind them. Missing, duplicate or incorrectly configured conversion tracking leads to wrong bidding strategies, budget errors and an unclear picture of actual performance.
GOAL OF THE AUDIT
- CHECK CONVERSION TRACKING
- BETTER UNDERSTAND ATTRIBUTION
- ASSESS DATA QUALITY
- IMPROVE OPTIMISATION SIGNALS
WHAT YOU GET
- ASSESSMENT OF GOOGLE ADS CONVERSION TRACKING
- REVIEW OF EVENTS, GOALS AND CONVERSION IMPORTS
- ATTRIBUTION ASSESSMENT
- REQUIREMENTS FOR A CLEANER TRACKING SETUP
PAID SEARCH OPTIMISATION
WHICH MEASURES HAVE THE GREATEST ECONOMIC IMPACT?
A good audit does not end with a list of problems, but with clear priorities. Which measures have the greatest economic leverage? Which can be implemented internally, which need support? We translate audit results into a prioritised action plan.
GOAL OF THE AUDIT
- PRIORITISE OPTIMISATIONS
- ASSESS ECONOMIC LEVERS
- EVALUATE IMPLEMENTATION EFFORT
- CLEARLY DEFINE NEXT STEPS
WHAT YOU GET
- PRIORITISED OPTIMISATION ROADMAP
- CONCRETE RECOMMENDATIONS FOR GOOGLE ADS OPTIMISATION
- ASSESSMENT OF ROAS AND REVENUE POTENTIAL
- DECISION BASIS FOR INTERNAL TEAMS OR ONGOING MANAGEMENT
Tools Used
We leverage the industry's most precise diagnostic and monitoring engines such as
SEMRUSH
AHREFS
SISTRIX
SCREAMING FROG
GSC
GA4
ADOBE ANALYTICS
BING
PIWIK PRO
WAIKAYAdvantages
More clarity on budget efficiencyYou recognise which campaigns, keywords and search terms are economically sensible.
Better tracking foundationConversion tracking and attribution are reviewed before further budget decisions are made.
Concrete optimisation roadmapYou receive prioritised recommendations from us, rather than a long list of unweighted individual issues.
TESTIMONIALS
WHAT OUR CLIENTS SAY
"We value Improove's professional expertise and keen eye for detail and changes in the industry. Together with their strengths in research and technology, this gives us an advantage over our competitors."
"Despite strong competition in the Google Ads environment, we are able to generate high-quality inquiries through our websites. The conversion rate remains constant."
FAQs.
WHEN DOES A GOOGLE ADS AUDIT MAKE SENSE?
A Google Ads audit makes sense when campaign performance is stagnating or declining, before a new budget year starts, when switching to a new agency, or when you want a first professional external view of your account. It is also recommended as a basis for a new paid search strategy or after an account transition.
WHAT IS CHECKED IN THE GOOGLE ADS AUDIT?
We analyze account structure, campaign types, keyword strategy, match types, negative keywords, ad copy, landing page relevance, bidding strategy, budget allocation, quality scores, conversion tracking, and attribution models.
WHAT DO I GET AT THE END OF THE AUDIT?
You receive a structured report with prioritized recommendations, concrete quick wins, and a roadmap for medium-term optimizations. We present the results in a shared call on request.
HOW DOES THE AUDIT DIFFER FROM ONGOING GOOGLE ADS MANAGEMENT?
The audit is a one-off, in-depth analysis. Ongoing Google Ads management continuously implements the recommendations, optimizes campaigns based on current data, and responds to market changes. We offer both — as standalone services or in combination.
DO YOU ALSO CHECK CONVERSION TRACKING AND ATTRIBUTION?
Yes. Missing or faulty conversion tracking is one of the most common causes of poor campaign decisions. We check whether all relevant conversions are tracked, whether there are duplicates, and whether the attribution model matches the buying decision of your target audience.
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Learn moreLET'S ARCHITECT YOUR SEARCH DOMINANCE.
Ready to transform your search ecosystem into a high-converting authority? Our senior architects are ready to audit your presence.