Google Ads audit: where your account loses budget.
We review search terms, structure, tracking and landing pages in your account and email you the report: free, read access only.
What does a Google Ads audit cover? Ten points you can tick off yourself.
In short: A Google Ads audit shows where your account loses budget to search terms that do not buy, and whether the measurement Google bases its bids on is correct. You can tick off the ten points below yourself. If you would rather have findings from your account, we review it for free and send you the report by email.
The checklist: 10 points for your Google Ads account
- Conversion tracking counts the right thing. Purchases, qualified enquiries or appointments count as goals, not page views or clicks on "Contact". Every conversion action has a value or a clear role as primary or secondary.
- Enhanced conversions and Consent Mode v2 are active. Without consent signals, Google lacks data for measurement and bidding in the EU. Enhanced conversions close gaps caused by browsers and cookies.
- Closed deals come back from the CRM. With leads, what counts is not the form but whether it turns into a customer. Offline conversions from the CRM show Google which searches really sell.
- The search terms report gets read. If you read it regularly, you find terms without purchase intent, such as "job", "free" or "definition", and exclude them.
- Brand and generic searches are separated. Searches for your name cost little and convert well. If they run in the same campaign as generic terms, the whole account looks better than it is.
- The bidding strategy matches the data volume. Automated bidding on conversions needs enough conversions to learn. With little data, a narrow focus beats many small campaigns.
- Locations target presence. The default setting "presence or interest" also shows ads to people who are only interested in your location. For local offers in Vienna or Zurich, "presence" is usually the better choice.
- Performance Max has clear guardrails. Separate asset groups per offer, brand exclusions where it makes sense, and a look at how much budget flows into Display and YouTube instead of Search and Shopping.
- Shopping feed and Merchant Center are clean. For online shops: complete titles, correct categories, current prices and availability, no disapproved products without a reason.
- The landing page answers the search. Message match between search term, ad and page, fast on mobile, one clear action. For WINEGG, Google reached a conversion rate of 8.38 % for The Arik project, at €4.95 per conversion.
What the audit does not replace
The audit shows levers, it is not ongoing management. Whether Google or Meta is the better start depends on the offer: if people already search for it, Google often comes first. How we manage accounts continuously is described on our page Google Ads agency Vienna. What an agency costs and what it depends on is explained under pricing, and how closed deals flow back from the CRM to Google under performance marketing.
Tap a point to tick it off.
Where is your Google Ads account losing budget? The findings arrive as a report by email.
We go through the ten points in your account, with read access and without changes, and send you a detailed report by email covering every relevant point, usually within 5 working days. Free of charge and without a contract.
Step 1 of 5
A few questions about your setup, your contact details only at the end. You will receive the detailed report by email, usually within 5 working days.
What does Google Ads deliver once it is right? Numbers from our cases.
Results from cases in which Google was a core channel. Measured by what matters to the business.
| Case | Metric | Result |
|---|---|---|
| WINEGG, real estate | Google conversion, The Arik (1,108 conversions) | €4.95 |
| Real estate investment, finance (best value) | Attributable capital per euro of Google budget | 129 times |
| Kommunalkredit, finance | Google CPC among infrastructure decision-makers, approx. | €0.28 |
Periods, markets and budgets differ per case, so this is not a ranking. Capital figures describe advertising efficiency, not returns or risk.
Google Ads agency ViennaHow does the account audit work? Three steps to the report.
- Today
Email and website
We get in touch personally and tell you which read access we need. We change nothing in your account.
- Usually 5 working days
Report by email
The ten checklist points with findings from your account, sorted by lever, with concrete next steps.
- If you like
Intro call
30 minutes on the findings. No contract, even if the answer is no.
Questions about the Google Ads audit.
What is a Google Ads audit?
A Google Ads audit reviews your ad account for wasted spend and missing measurement: search terms and negatives, campaign structure, conversion tracking, bidding strategy and landing pages. ad.boutique in Vienna and Zurich runs the audit for free and sends you the findings as a detailed report by email.
What does the Google Ads audit cost?
Nothing. The audit is free and without a contract. If you want ongoing management afterwards, there is a fixed model instead of hourly rates, starting with a 12-week trial phase at a fixed price.
What access do you need?
Read access to Google Ads and, if possible, to Google Analytics or Tag Manager. That lets us see structure, search terms and tracking, but we change nothing. You can remove the access at any time after the audit.
How long does the audit take?
You usually receive the report within 5 working days once read access is in place. It lists the biggest levers first.
Is the audit worth it with a small budget?
Yes, especially then. With a small budget, every euro spent on the wrong search terms or lost to missing measurement weighs more. The first lever is often in negatives and tracking, not in more budget.
Who runs Google Ads audits in Vienna?
ad.boutique runs Google Ads audits from Vienna and Zurich for companies in Austria, Germany and Switzerland and for international brands entering the DACH market. The audit is done by the same team that manages accounts, with findings as a report by email and an optional intro call.