One-off product
A PPC audit for £150, written, in 5 working days
The PPC audit is a written review of a Google Ads account that is already spending: £150, delivered within 5 working days, and taken off the £199 setup fee if you go on to a monthly plan. It reads the last ninety days of Search Terms, the match types and negative lists, the conversion actions, the bid strategy, the ads and the pages they land on, and it ends with a one-page list of changes in the order we would make them.
How it runs
- Day 0. You approve a read-only manager account request and tell us what a lead is worth. Nothing in the account is changed.
- Days 1 to 4. Daniel Stoychev reads the account: Search Terms, change history, conversion settings, auction insights, landing pages on a phone.
- Day 5. The written audit and the change list arrive by email, with a 20-minute call if you want it. Access is removed unless you ask us to stay.
What the audit checks
Eight places money goes quietly, and what we usually find there
| Area | What we read | What it usually finds |
|---|---|---|
| Search Terms | Every query that spent money in ninety days, sorted by cost, then by clicks without a conversion | A fifth to a third of spend on searches that could never have bought: jobs, courses, free, DIY, other towns |
| Keywords and match types | Match type per keyword against the search terms it actually matched; duplicate keywords across campaigns competing with each other | Broad match added by a recommendation, matching to a different intent; two ad groups bidding on the same query |
| Negative lists | Account, campaign and shared lists; match types of the negatives; conflicts that block wanted searches | No shared list at all, or a negative at phrase match silently blocking a money keyword |
| Conversion actions | Each action, its source, its counting setting, its value, and whether it is primary or secondary | A page view counted as a lead; the same form counted twice; calls of any length counted; purchases with no value |
| Bidding and budget | Strategy per campaign, learning status, impression share lost to budget and to rank, spend by hour and device | Target CPA set below anything the account has ever achieved; a budget capped at noon every day; Enhanced CPC left on |
| Ads and assets | Responsive search ad strength, asset performance labels, pins, sitelinks, callouts, call assets, image assets | Three headlines instead of fifteen; no call asset on a phone-led business; sitelinks pointing at the homepage |
| Landing pages | Speed on a phone, the form, the number, the match between the search and the first screen | A homepage doing every campaign's job; a form with nine fields; a page that takes six seconds to become usable on 4G |
| Settings | Location targeting option, languages, search partners, display expansion, auto-apply recommendations, account time zone | Presence or interest showing ads to people abroad; display expansion spending a quarter of the budget on apps |
What you receive
A document you can hand to anyone
- Search Terms report for the last 90 days: the searches you paid for that could never have bought
- Match types, keywords and negative lists against what the Search Terms show
- Conversion actions: what is counted, what is double counted, what is missing
- Bid strategy and budget: whether Smart Bidding has the data it needs and where impression share is lost
- Ad copy and assets: ad strength, the pins, the missing extensions
- Landing pages: speed on a phone, the form, the number, the match between search and page
- Settings that waste money quietly: presence or interest, auto-apply, display expansion, search partners
- A one-page list of changes in the order we would make them, with the expected effect of each
Who it is for, and who should skip it
Spending, and not sure where it goes
The audit is for a business that has been spending on Google Ads for at least three months, either on its own or through an agency, and wants a second reader before deciding what to do next: keep the agency, change it, take the account in-house, or stop. It is also the right first step if you want us to manage the account but would rather see how we think before paying a monthly fee.
It is not for a brand-new account, because there is nothing to read yet; the setup fee covers building one properly. It is not for a business spending under a few hundred pounds a month, where the fee is a large share of the spend and the Search Terms report is short enough to read yourself with our free negative keyword generator beside you. And it is not a free audit dressed up: it costs money because it takes hours, and the price is the reason it is honest.
Not sure which applies? Say what you spend on the quote form and the reply tells you whether the audit or the setup is the right start.
Why it is not free
A free audit is a sales call with a PDF attached
Most free Google Ads audits are a script run over the account that flags the settings the agency wants to sell you a fix for. This one is read by a person for the best part of a day, and it is written to be useful even if you never speak to us again. That takes time, so it has a price, and the price comes off the setup fee if you do go ahead. We would rather charge £150 and tell you the account is fine than charge nothing and tell you it is broken.
Related
Where this connects
Questions about the audit
Do you need access to my account for the audit?
Yes, read-only, through a manager account request that you approve and can revoke the moment the audit is delivered. Screenshots are not enough: the Search Terms report, the change history and the conversion settings are only visible inside the account.
Is the audit free if I sign up?
It costs £150 whatever you decide. If you then start a monthly plan, the £150 comes off the £199 setup fee, so you have paid for the reading once, not twice.
Will you make the changes?
Not as part of the audit. You get the list in the order we would do it, with the expected effect of each item, and you or your current agency can apply it. If you want us to apply it, that is the monthly plan, and the setup fee covers the rebuild.
My agency already sends me an audit every quarter. Why pay for another?
Because an agency auditing its own work has no reason to find the search terms it should have excluded six months ago. A second reader with no stake in the account finds different things. If the account is clean, the audit says so, and that is worth knowing too.
Does it cover Microsoft Ads or Meta?
Microsoft Ads, yes, if the account exists, since the structure and the reports are nearly the same. Meta, LinkedIn and TikTok, no; this site is Google and Microsoft search advertising and we do not pretend otherwise.
Send us the account ID. The written audit is back within five working days.
£150, read by Daniel Stoychev, credited against setup if you go on to a monthly plan. You get the change list whatever you decide.