What we look at

Conversion tracking. Whether the calls and forms Google counts are real leads, or page views and duplicate fires that make a bad account look healthy.

Search terms. The actual searches you paid for over the last 90 days, and how much went to job seekers, DIY researchers and towns you do not serve.

Campaign structure. Whether each service line has its own budget and ads, or everything competes in one campaign that the highest-volume service quietly takes over.

Bidding and budget. Whether the bid strategy has enough conversion data to work, and whether budget is capped on the days and hours your phones actually ring.

Location targeting. The setting that shows ads to people merely “interested in” your area, which on most local accounts we open is still switched on.

Ads and landing pages. Whether the ad promises what the page delivers, and whether a visitor on a phone can call you in one tap.

What you get back

A written report, usually four to six pages, with every finding ranked by how much money it is costing you. Each one comes with the fix, so you can hand it to whoever runs your account now or make the changes yourself.

If the account is in good shape, the report says so. Some are, and you should hear that too.

What usually turns up

Every account is different, but the same handful of problems account for most of the wasted spend we find.

Tracking that counts the wrong things. A thank-you page view counted twice, a click on the phone number counted as a call, a form that fires when the page loads. Google optimizes toward whatever you tell it a lead is, so bad tracking quietly makes every other setting worse.

Broad match with no guardrails. Broad match can work, but only with clean conversion data and a negative keyword list someone actually maintains. Without both, it buys searches that have nothing to do with your business.

Automated bidding without enough data. Maximize Conversions and Target CPA need steady conversion volume to learn. On a low-volume account they swing hard from week to week, and nobody can say why.

Every ad pointed at the homepage. Someone searching for one service lands on a page about all of them and has to work to find the phone number.

Brand searches propping up the numbers. Bidding on your own name can be worth it, but it also makes the whole account look cheaper than it is. The audit separates brand from non-brand so you can see what new customers actually cost.

Want a head start before you send anything? Compare your numbers against our 2026 cost per lead benchmarks by industry, or read how to read a Google Ads report.

Who this is for

Established service businesses already spending on Google Ads, whether the account is run in-house, by an agency, or by whoever set it up a few years ago and hasn’t logged in since. If you’re spending money every month and can’t say what a booked job costs you, this is where to start.

If you’re not running ads yet, there’s nothing to audit. See how we set up Google Ads instead.

How it works

1. Request the audit below. Tell us your business and roughly what you spend a month.

2. Grant read-only access. We send two-minute instructions. Read-only means we can see the account but cannot change anything in it.

3. Get the written audit in about a week.

4. Optional 20-minute call to walk through it. No pitch unless you ask for one.

Common questions

Request your audit