Google Ads audit

We look at how the spend is structured against the business goal. Includes: campaign types in use (Search / P-Max / Display / YouTube / Shopping), bid strategy per campaign (Manual CPC / tCPA / tROAS / Max Conversions), budget distribution across campaigns, keyword and placement targeting, ad group structure, and naming conventions. Common finding: campaigns built for "set up" not for "scale".

What is the account actually paying Google for? Includes: converted vs unconverted search-term audit, negative keyword coverage and gaps, match-type strategy, brand vs non-brand spend split, query intent mismatch. Common finding: 30-50% of spend goes to terms that have never converted.

Why are your CPCs what they are? Includes: Quality Score distribution across the active keyword set, ad relevance signals, expected CTR vs benchmarks, landing-page experience scores, and ad-format mix. Diagnostic for paying more than necessary per click.

Are you measuring the right outcome? Includes: goal/conversion configuration audit, attribution model fit (data-driven vs last-click), offline conversion import, Enhanced Conversions, GA4 / GTM signal integrity. Common finding: half the conversions you're optimising toward are noisy or duplicated.

Who's actually seeing the ads? Includes: demographic and geo filters, in-market and affinity audience usage, customer-match list health, observation-vs-targeting strategy, audience exclusions, and overlap diagnostics. Reveals where ad sets cannibalise each other.

Are clicks landing on pages that actually convert? Includes: landing page load speed, form length and friction, mobile UX, message-match between ad and page, above-fold value clarity, and trust signals. Most overlooked source of CAC inflation in Indian Google Ads accounts.