An ad account audit shows how much of your advertising budget comes back to your business as profit
An ad account rarely breaks in just one place: a bit in the structure, a bit in the analytics, a bit on the way from click to sale. We always review Google Ads, Meta Ads, LinkedIn Ads and Microsoft Ads accounts together with conversion tracking, with read-only access, without changing anything in the account. You get a list of decisions, each with its reasoning, priority and who should carry it out. In a workshop we go through it point by point, starting with the decision that will make the biggest difference.
When an audit makes sense
You run your campaigns yourself
The account works, but nobody from outside has looked at it for months. Before you raise the budget, check that the algorithm is learning from the right conversions and that you aren't paying for search terms with no buying intent.
You work with an agency or a freelancer
Reports arrive every month and you still don't know whether the results are good. A fresh, independent look shows what is happening in the account and why, and what to ask at your next meeting.
Results have dropped and you don't know why
Your cost per enquiry has been rising for a quarter and everyone points to a different cause. We look for it step by step, in the account, in the analytics and on the page your customers land on, until we find the one that explains the numbers.
You're taking over an account or a team
A new head of marketing, a change of agency, an acquisition. The audit shows what you inherit: which campaigns sell, which only burn budget and what is missing from your conversion data.
What we check
We review one platform or several, always together with analytics, because decisions in an account are only as good as the numbers behind them.
Google Ads
We check the structure, search terms and negative keywords, bidding strategies, Performance Max, the product feed and Google Shopping. We also look at which conversion the algorithm optimises for and whether that conversion actually brings in money.
Meta Ads
We check the campaign and budget structure, audiences, creatives and whether people have grown tired of them, and the events your campaigns optimise for. A Facebook Ads audit also covers Instagram and the pixel with the Conversions API.
LinkedIn Ads
We check targeting by company and job title, formats, lead gen forms and the Insight Tag. We work out what a lead costs from each audience and whether information about leads that reached your sales team feeds back into how campaigns are judged.
Microsoft Ads
We check campaigns imported from Google Ads and what the import missed: bids, extensions, targeting and the UET tag. We also look at where in the Microsoft network your ads appear.
Analytics
We check Google Analytics 4, Google Tag Manager, the Meta Pixel and Conversions API, conversions in the ad platforms and Consent Mode v2. We verify that each conversion is counted once and how far the ad platforms, GA4 and your actual sales drift apart.
The whole funnel
This scope helps when the problem sits between channels. We check the entire path: from the ad through the landing page and the form to what happens to the enquiry in your sales process.
How the audit works and how long it takes
- day 1
Access
We ask for read-only access to your ad accounts, Google Analytics 4 and Google Tag Manager. We don't change anything in the account.
- up to 2 weeks
Audit and report
We review the account, the analytics and the creatives, and you get the report in writing. For several platforms or a full-funnel audit, we give the timeline in our proposal.
- within a week of the report
Workshop
We discuss the decisions, answer your questions and agree the order of implementation.
- after the workshop
Implementation
You implement it yourself, with your team, with us or with another agency. The list of decisions is yours.
What an audit costs
We price the audit by scope. You get the amount and the timeline in writing after we talk.
- Platforms
- one or several, and the size of the account
- Analytics
- how much of GA4, GTM, the pixel, the Conversions API and Consent Mode we check
- Funnel
- the ad channel alone or the whole path to the sale
Why we charge for audits
A free audit is usually part of a sales pitch and ends with an offer to manage your account. A paid audit ends with a list of decisions for your account, including ones that cut the budget or switch campaigns off. The list keeps its value whether you implement it yourself or with another agency.
Questions about the audit
What do you need from us to start?
We need read-only access to your ad accounts and analytics, plus a short description of your goals: what you sell, how much you can pay for a customer and what worries you. Sales data from the last few months also helps us compare it with the ad platforms.
Does the audit include implementing the changes?
The audit ends with a list of decisions and a workshop. Implementation is a separate decision: you can carry it out yourself, with another agency or with us as part of campaign management.
Can we implement the changes ourselves?
Yes. Every item on the list has a description and reasoning, so anyone who knows the account can implement it. For technical changes we note what to pass on to your web developer.
How do you keep access to the account secure?
We ask for read-only access through the platform's manager account or business portfolio, assigned to our company account. After the workshop you can remove it with one click.
How long does the audit take?
For one platform, up to 2 weeks from receiving access, followed by the workshop. For several platforms or a full-funnel audit, we give the timeline in our proposal.
Can you review an account run by another agency?
Yes, that's a common reason for an audit. The report describes the decisions to make in the account, with data and reasoning, so you can go through it with your agency and agree the implementation together.
Let's talk about auditing your account
Tell us about your account and what concerns you about it, and we'll prepare a proposal with the audit scope, the price and the date of the report.