Uncover Hidden Waste. Fix Your
TimeZ Marketing’s certified Google Ads auditors analyse every layer of your account — finding wasted spend, structural gaps, and missed opportunities — then deliver a clear roadmap to better performance.
- Full Account Audit Report
- Keyword & Match Type Review
- Quality Score Analysis
- Bidding Strategy Audit
- Ad Copy & Extension Audit
- Audience & Targeting Review
- Conversion Tracking Check
- Competitor Benchmark
Are your Google Ads campaigns delivering the ROI you expected—or are they quietly draining your budget on irrelevant clicks, broken tracking, and structural inefficiencies that compound over time?
97% of Google Ads accounts fail to effectively engage their target audience. Most businesses waste 20-40% of their advertising budget on preventable issues: irrelevant keywords, poor Quality Scores, broken conversion tracking, inefficient bidding strategies, and campaign structures that fight against rather than support business goals.
My Google Ads Account Audit reveals exactly where your ad spend is leaking, what opportunities exist for immediate improvement, and delivers a prioritized action plan that typically identifies $3,000-$15,000+ in annual waste recovery within the first 30 days—often with quick wins you can implement immediately.
This isn’t automated software generating generic recommendations. This is a manual, expert-led analysis combining 100+ diagnostic checks with strategic insights specific to your business model, competitive landscape, and revenue objectives.
Comprehensive Google Ads Account Audit Services That Find What Your Agency Is Missing
Our Google Ads account audit services deliver a forensic analysis of every dimension of your account — from campaign structure and keyword strategy to bidding logic, Quality Scores, and wasted spend — with a prioritised action plan that improves ROAS from the first month
01200+ Point Account Audit Framework
A comprehensive audit covering every measurable dimension of Google Ads performance — campaign settings, network targeting, ad scheduling, device bid adjustments, keyword match types, negative keyword coverage, Quality Score components, bidding strategy configuration, audience setup, conversion tracking accuracy, and landing page alignment across all campaign types.
02Historical Performance Data Analysis
Analysing 12-24 months of account historical data to identify performance trends, seasonal patterns, wasted budget periods, and missed opportunity windows — providing context that single-period snapshots miss and uncovering the systemic issues that have been silently eroding account performance over time.
03Conversion Tracking and Attribution Audit
Verifying the integrity of all conversion tracking setup — confirming Google Tag Manager implementation, checking for double-counting errors, validating attribution model selection, and ensuring micro-conversion events are properly configured — as incorrect tracking is the single most common cause of poor Google Ads decision-making.
04Competitive Landscape Analysis
Using Google Ads Auction Insights data and competitive intelligence tools to map your position relative to key competitors — identifying where you are losing impression share, which competitors are outbidding you for your most valuable keywords, and where competitive gaps represent opportunities for immediate ROAS improvement.
05Campaign Type Coverage Audit
Evaluating whether your campaign type mix — Search, Shopping, Performance Max, Display, Discovery, YouTube, and Demand Gen — is optimally configured for your business goals, and identifying the specific campaign types and targeting approaches that your account is currently under-utilising for significant revenue upside.
06Wasted Spend Identification
Precisely quantifying wasted ad spend across irrelevant search terms, underperforming keywords, poor-quality placements, inefficient demographics, and misconfigured campaign settings — identifying the specific budget reallocation actions that will immediately improve account efficiency and ROAS without reducing overall conversion volume.
Google Ads Audit Methodology Benefits
01Campaign Hierarchy and Naming Audit
Reviewing your entire campaign hierarchy for logical structure, clear naming conventions, and appropriate segmentation by match type, product, geography, audience, or campaign objective — identifying structural chaos that creates reporting confusion, budget misallocation, and makes ongoing account management significantly more difficult and error-prone.
02Ad Group Relevance and Keyword Grouping
Auditing ad group structure to ensure tight thematic keyword grouping — identifying bloated ad groups containing dozens of loosely related keywords that prevent highly relevant ad copy, reduce Quality Scores, and create message mismatch between keyword intent and ad messaging at scale across the account.
03Keyword Cannibalisation Analysis
Identifying where multiple keywords across different campaigns and ad groups are competing against each other in the same auction — analysing search term overlap reports to find cannibalisation that inflates CPCs, creates bidding conflicts, and prevents the account from directing each search query to the most relevant and highest-performing keyword.
04Budget Distribution and Campaign Priority Review
Analysing budget allocation across campaigns relative to revenue contribution, conversion volume, and strategic priority — identifying campaigns that are budget-constrained on your highest-value keywords while significant budget is simultaneously wasted on low-priority campaigns delivering poor ROAS.
05Performance Max and Smart Campaign Audit
Evaluating Performance Max campaign configuration, asset group structure, audience signal quality, and search term transparency — identifying where PMax is cannibalising your branded terms, stealing budget from better-performing Standard Search campaigns, or simply operating with insufficient signal quality for the algorithm to optimise effectively.
06Campaign Settings and Network Configuration
Reviewing every campaign-level setting — search network partners, display network opt-in, location targeting precision, ad rotation settings, and ad scheduling configuration — identifying the common default settings that Google silently enables to maximise their revenue but consistently reduce advertiser ROAS and campaign performance quality.
Account Structure Review Benefits
01Search Term Report Deep Audit
Analysing the full search term report across all campaigns — categorising every query triggering your ads as relevant, borderline, or irrelevant — and identifying the specific search terms that have been consuming budget for months or years without generating a single conversion, establishing a clear baseline of account search term waste rate.
02Negative Keyword Gap Analysis
Identifying all missing negative keywords at campaign and ad group level — building comprehensive negative keyword lists covering irrelevant industries, competitor brand terms you are not targeting intentionally, informational queries, job-related searches, and other non-commercial queries consuming budget without conversion potential.
03Match Type Strategy and Discipline Audit
Reviewing your match type portfolio for strategic coherence — identifying over-reliance on broad match creating search term sprawl, unnecessary exact match restrictions limiting reach, and the specific match type shifts that will simultaneously reduce irrelevant traffic and recover high-value search query volume your account is currently missing.
04Keyword Performance and Quality Analysis
Analysing every active keyword across impressions, clicks, CTR, Quality Score, conversion rate, CPA, and ROAS to identify chronically underperforming keywords consuming budget without contribution — and the specific pause, reduce-bid, or remove actions for each that will immediately improve overall account efficiency.
05Keyword Opportunity and Gap Analysis
Identifying high-value search queries your account is not currently capturing — using search term report patterns, competitor keyword research, and keyword planning tools to build a prioritised list of new keyword opportunities with estimated search volume, competition level, and projected ROAS for each.
06Brand Keyword and Competitor Term Analysis
Auditing branded keyword bidding strategy — confirming you are bidding on all branded variations, evaluating the necessity and ROI of bidding defensively against competitors targeting your brand, and identifying competitor brand terms worth targeting to capture searchers evaluating your competitive alternatives at high purchase intent.
Keyword and Search Term Audit Benefits
01Smart Bidding Strategy Evaluation
Assessing whether each campaign is on the optimal Smart Bidding strategy — evaluating the appropriateness of Target CPA, Target ROAS, Maximise Conversions, and Maximise Conversion Value for each campaign’s data volume, business objective, and margin profile — and identifying mismatches between bidding strategy and campaign goals that are systematically suppressing performance.
02Target CPA and ROAS Setting Audit
Evaluating whether Target CPA and Target ROAS settings are appropriately calibrated — identifying targets set too aggressively (causing volume collapse) or too loosely (causing overspend), and developing a data-driven framework for setting bid targets that balance conversion volume against cost efficiency for each campaign’s specific business objectives.
03Budget Constraint and Lost Impression Analysis
Identifying which campaigns are budget-constrained on high-ROAS keywords — losing valuable impression share due to insufficient daily budget while simultaneously other campaigns waste budget on low-value traffic — and modelling the specific budget redistribution that would maximise total account revenue without increasing overall spend.
04Bid Modifier Audit (Device, Location, Schedule)
Reviewing all bid modifier settings across device, location, day of week, and time of day — comparing modifier values against actual performance data to identify modifiers reducing bids on your best-converting devices and locations while failing to discount underperforming contexts that are consuming disproportionate budget.
05Audience Bid Adjustment Analysis
Evaluating audience bid adjustments for remarketing lists, customer match segments, and in-market audiences — identifying whether your highest-converting audience segments are being adequately prioritised through bid uplifts and whether low-converting audiences are being appropriately discounted or excluded from campaign targeting.
06Portfolio Bid Strategy Configuration
Auditing portfolio bid strategy setup for accounts using shared budgets and portfolio Smart Bidding — identifying where portfolio strategies are creating unintended competition between campaigns, where shared budgets are misallocating spend across campaigns, and whether the portfolio configuration is serving or undermining the account’s overall revenue maximisation goals.
Bidding and Budget Audit Benefits
01Quality Score Baseline and Component Analysis
Mapping Quality Scores across every keyword in the account — segmenting by Expected CTR rating, Ad Relevance rating, and Landing Page Experience rating — to identify which QS component is the primary suppressor for each keyword group and prioritise improvement actions by their projected impact on CPCs and ad rank.
02Responsive Search Ad (RSA) Performance Audit
Evaluating all Responsive Search Ad assets for quality, variety, and relevance — reviewing asset performance ratings, identifying poorly performing headlines and descriptions dragging down Ad Strength, pinning misuse, and the specific ad copy improvements that will most improve Expected CTR ratings and ad rank across high-priority keywords.
03Expected CTR Improvement Analysis
Identifying the keywords with below average Expected CTR ratings and the specific changes — improved ad copy relevance, stronger value proposition testing, better emotional hook development, and keyword inclusion strategies — that will improve CTR predictions and reduce the CPCs Google charges for equivalent ad positions.
04Ad Relevance Improvement Strategy
Identifying ad groups where Ad Relevance is rated below average — mapping the mismatch between keyword themes and ad copy messaging that creates these ratings — and developing the ad copy restructure and ad group reorganisation strategy that will align messaging with intent sufficiently to achieve Above Average Ad Relevance ratings.
05Landing Page Experience Quality Score Audit
Identifying keywords receiving Below Average Landing Page Experience ratings and the specific page improvements required — content relevance to search intent, page load speed, mobile usability, and content depth — to shift these ratings to Above Average and unlock the CPC reductions that follow from improved Quality Score components.
06Ad Extensions and Asset Coverage Audit
Reviewing ad extension and asset coverage across all campaigns — identifying missing sitelinks, callouts, structured snippets, call extensions, image assets, and promotion extensions that improve ad real estate, organic CTR uplift, and Quality Score signals — along with reviewing extension performance data to identify underperforming assets for replacement.
Quality Score Optimisation Benefits
01Prioritised Findings and Impact-Ranked Recommendations
A comprehensive audit report with every finding documented, prioritised by estimated revenue impact, and categorised by implementation complexity — separating immediate quick wins that can be implemented in days from structural changes requiring longer planning cycles, ensuring your team maximises early ROAS improvement from audit implementation.
02Wasted Spend Quantification Report
A specific monetary breakdown of budget wasted on irrelevant search terms, underperforming keywords, poor placements, and misconfigured settings — giving you a precise dollar figure of avoidable waste that makes the audit ROI immediately transparent and creates clear business justification for implementing the recommendations.
03Revenue Opportunity Sizing
Projecting the revenue upside of implementing each major audit recommendation — estimating the ROAS improvement, CPA reduction, and incremental monthly revenue available from keyword expansion, bid strategy changes, Quality Score improvements, and structural fixes — giving leadership clear visibility of the financial case for each change.
04Executive Summary and Management Presentation
A concise executive summary translating technical audit findings into clear business language — presenting the current account health score, top three revenue opportunities, and 90-day improvement trajectory in a format ready for presentation to marketing leadership, CFOs, or board members seeking Google Ads performance accountability.
05Implementation Assistance and Change Management
Optional hands-on implementation support following the audit — our certified Google Ads specialists can execute every recommendation directly in your account, manage the transition carefully to protect current performance while improvements are deployed, and monitor results weekly during the critical implementation period.
0630/60/90 Day Performance Tracking and Reporting
Structured post-audit performance tracking reports at 30, 60, and 90 days — measuring the ROAS, CPA, Quality Score, and conversion rate improvements attributable to audit implementation, confirming which changes delivered the projected impact, and identifying the next optimisation opportunities as account performance progressively improves.