You manage Google Ads internally
You want an experienced perspective on the account while retaining ongoing management in-house.
Google Ads Audit
A Google Ads Audit before your next big decision
A senior, independent review of your Google Ads account. I examine how it is structured, what the data shows and what I would do next. If Google Ads alone cannot explain the problem, the review can also cover measurement, the conversion journey, landing pages and other factors affecting the path to a lead or purchase.
One-off project From SEK 10,000 Excluding VAT. The exact scope is agreed in the quote.
8+ yearsworking with Google Ads
SEK 250+ millioncombined ad spend across accounts I have worked on
5.0 client rating from 20 Google reviews ↗ Precis DigitalFormer team lead Experience includes:
When is a Google Ads Audit a good fit?
You do not need to be unhappy with your current setup. An audit offers an external perspective when you want to understand the account better, validate the next step or get a second opinion before a major decision.
You work with an agency or consultant
You want an independent second opinion on the account, priorities and next steps.
You are preparing for the next step
You plan to increase the budget, enter more markets or scale the account and want to check that the foundations are sound.
Something feels off
Results have changed, the account has become hard to read or you want to understand where efficiency is being lost.
Second opinion
I do not look for faults just to fill a report
What works does not need rebuilding. I focus on what I would change first, what should be tested and what can wait.
What does a Google Ads Audit review?
The scope depends on the account, the question you want answered and the areas relevant to performance. These are common areas in a Google Ads review.
Goals, conversions and data quality
I review which conversions Google Ads optimises towards, how they are measured and whether the data can support bidding and budget decisions.
Account structure and campaign roles
I examine how Search, Performance Max, Demand Gen and other campaign types are structured and the role they play in the account.
Search, keywords and search terms
I review search intent, matching, search terms, negative keywords and how Search is structured around demand.
Ads, relevance and Quality Score
I review ad copy, RSAs, assets, ad relevance and the connection between search query, ad and landing page.
Bidding and budget
I assess whether bid strategies, targets and budget allocation suit the available data, business objectives and current account volume.
Performance Max, Shopping and Demand Gen
Where these campaign types are used, I review their structure, signals, assets and purpose in the account. For e-commerce, Merchant Center and product feeds may also be included.
Markets and scaling
If you advertise across several markets, I look at differences in performance and demand, and whether some areas should be managed separately.
The landing page after the click
I check whether traffic reaches the right page and whether the query, ad, offer and landing page work together.
The problem does not always lie in Google Ads
A Google Ads Audit can stay within the ad account, but sometimes a wider review is needed to understand performance. I can then trace the journey from traffic and measurement to landing page, conversion flow and lead or purchase.
Measurement and attribution
I can review GA4, GTM, conversion events and how leads or purchases are attributed to channels. Incorrect signals can distort both analysis and platform optimisation.
Conversion journey and CRO
I can follow the path from click to lead or purchase and identify where users drop out. Forms, checkout, required fields or unnecessary steps can hold results back even when advertising works.
Landing pages, mobile and speed
I assess whether the next step is clear, how the page works on mobile and whether load times or user experience risk losing visitors.
Meta Ads and the relationship between channels
If Meta Ads is an important part of your marketing, I can also review what the channels optimise towards, how results are measured and whether the same business events are compared sensibly.
SEO fundamentals
Where relevant, I can flag basic SEO issues such as page structure, headings, technical barriers, image sizes and how paid and organic traffic interact.
What do you receive after the review?
You receive a review that makes clear what I would do next.
An overall picture
What works, where are the problems and which areas need more attention?
A clear order of priorities
What should happen first, what comes next and what can wait?
Recommended next steps
What can be fixed directly, what should be tested and what needs a larger project or another specialist?
How a Google Ads Audit works
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We define the question
What do you want to understand, improve or decide? That shapes the approach.
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I assess the scope
I review the account’s size, setup and the data sources needed before providing a quote.
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I carry out the review
I review the account and, where agreed, relevant surrounding areas such as measurement or the conversion journey.
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You receive the findings
You receive the conclusions, priorities and my recommended next steps.
Markus Sjökvist
Head of PerformanceKlarna / PriceRunner
“Armin’s dedication and deep knowledge of search platforms have been crucial to our results. His drive to explore and understand Search has led to innovative solutions and accounts performing at the highest level. I warmly recommend Armin for his technical skill and fantastic attitude.”
From SEK 10,000
A focused review with an agreed scope
A focused Google Ads audit can stay within the ad account. If it also covers tracking, Meta Ads, the conversion journey, the website, CRO or SEO, it becomes a broader review, with the scope defined in the quote.
An audit is a one-off project and requires no ongoing relationship.
Frequently asked questions about Google Ads Audits
Do we need to be unhappy with our current agency or consultant?
No. An audit can provide an independent second opinion before a budget increase, scaling or a major account decision, for example.
Does an audit suit us if we manage Google Ads ourselves?
Yes. You can receive an external review and priorities while retaining ongoing account management.
What does a Google Ads Audit cost?
Prices start at SEK 10,000, excluding VAT. The exact fee depends on account size and how broad the review needs to be. You receive a quote before work begins.
What is included in a Google Ads Audit?
It depends on the account. Common areas include conversion tracking, campaign structure, Search, search terms, ads, bidding, budget, Performance Max, Shopping, Demand Gen, markets and landing pages.
Can a Google Ads Audit cover areas outside Google Ads?
Yes. A focused audit can stay within Google Ads, but if the problem appears to involve tracking, attribution, Meta Ads, the landing page or conversion flow, the review can go wider. The scope is agreed before work begins.
Do you implement changes in the account?
An audit is primarily a review. If you want help implementing recommendations, this can be agreed separately or become the start of an ongoing relationship.
What is the difference between a Google Ads Audit and ongoing Google Ads support?
An audit is a focused, one-off project. In an ongoing Google Ads engagement I also take responsibility for implementation, testing and continued development.
Can an audit lead to an ongoing relationship?
Yes, but it is not required. An audit can stand entirely on its own. If you want further help afterwards, we can discuss it then.
Would you like me to audit your account?
Describe how you use Google Ads today and what you want to understand. I will get back to you with the next step.
You can also call me+46 70 486 82 63