What does a Google Ads audit include, and how much does it cost?
UPLIFY runs an 80+ point, read-only Google Ads audit covering Search, Performance Max, Shopping, Merchant Center, conversion measurement, and budgets. Automated data collection is paired with verification by a senior specialist. The audit costs $490, and an evidence-backed report with priorities and a 30/60/90-day plan is usually ready in 2–3 business days. If management continues with UPLIFY, the fee is credited toward the first month.
Google Ads audit:
data, findings, and an action plan.
A read-only audit shows how budget is allocated, whether conversions are measured correctly, and which changes deserve attention first. Nestor AI collects and reconciles Google Ads, GA4, and Merchant Center data, while a senior specialist validates the findings. The fee is $490, and the report is usually ready in 2–3 business days. If management continues with UPLIFY, the fee is credited toward the first month.
Google Ads audit at a glance.
No account access yet? Check your site for free
A full account audit needs access. Your site — the landing half of the funnel — can be checked right now: 12 automated checks, a 0–100 score and the top-3 issues that may reduce conversion after an ad click.
- readiness score 0–100
- top-3 issues explained
- ≈60 seconds, no calls
when a Google Ads audit makes sense.
A Google Ads account audit isn't worth running "for everyone". Here are four moments when an independent look at the data helps separate evidence from assumptions and set priorities.
An agency runs your ads
You pay for management every month but can't see what's actually happening inside the account. The audit is a second opinion with evidence — not a verbal "everything's fine".
You run it yourself
You launched the campaigns on your own and are not sure the budget is allocated on a sound basis. You'll get a prioritized list: what to fix first, and what to leave untouched.
ROAS is swinging or has dropped
The numbers jump around and sales don't reconcile with the dashboard. The first thing the audit checks is whether your numbers can be trusted at all.
You're planning to scale
You want to add budget but aren't sure the account is ready. The audit shows where the data supports scaling and where risks should be addressed first.
specific conclusions from your data.
A Google Ads audit checks conversion tracking accuracy, wasted spend, geography, keyword conflicts, PMax placements and underfunded winners. You'll see six of them named explicitly — with products, queries, regions and amounts, not generic lines like "optimize your keywords".
Can you trust your numbers
We reconcile Google Ads conversions against your site analytics. A verdict in plain words: "trust them", "trust with a caveat" or "don't" — and why.
Where spend is not producing the expected result
Named explicitly: the products, queries and campaigns with spend but no recorded sales in the selected period. Not abstractions — a concrete list with amounts.
Geography: where you make money
Performance by region and city: where ads perform better against the selected metric, which regions drain budget — and where you're actually underfunding.
Hidden conflicts
Negative keywords blocking your own converting queries; duplicate keywords; campaigns competing with each other for the same query.
Where your PMax actually runs
Including YouTube placements: kids' cartoons and gaming channels — the classic "unwanted environment" the owner usually never sees.
What's underfunded
High-ROAS products, regions and campaigns hitting a budget ceiling — the clearest growth opportunities and candidates for a controlled budget-increase test.
What we check specifically in Search campaigns.
Beyond Shopping/PMax — a separate deep dive into Search. Six areas below; see the full example in our sample Search ads audit.
Keywords & match types
Broad / phrase / exact balance: broad match without coordinated negatives can bring off-intent queries on off-intent queries.
Search terms (n-gram)
Which real queries spend money — informational, "used", competitor — named, with amounts and zero conversions.
Negative keywords
Shared lists and conflicts: negatives that block your own converting queries.
Quality Score
Decomposition: landing-page experience, ad relevance, expected CTR — where low QS inflates your CPC.
RSA & assets
Ad strength, over-pinning, headline count; sitelinks / structured snippets / call / lead form.
Impression share + bidding
Demand ceiling (lost IS budget/rank) and bid strategy: whether you're on Maximize Clicks on a conversion account.
what an in-depth review adds.
At most agencies a free audit (or "AdWords audit", the old name) is a sales preview: a quick glance into the dashboard and a services pitch. That's exactly why ours is paid: $490 for a full senior-level review — Nestor AI scans the account, a human verifies every finding on an in-house methodology — and every dollar is fully credited toward your first month of management.
80+ checkpoints
Structure, conversions, keywords, ads, PMax, Merchant Center, analytics, landing pages, budgets — on an internal methodology with consistent criteria for each account.
The data is cross-linked
Ad conversions reconcile against analytics, your catalog against the Merchant feed, queries against real Google search. Reconciling sources helps expose discrepancies and measurement limits.
Thresholds instead of opinions
"Spend without conversions" only becomes a finding once it clears clear data-volume thresholds. No "we feel like" — every finding has a criterion.
Every number has a source
Either exact data from your account, or an honest "needs verification" flag. No invented percentages and no forecasts pulled out of thin air.
"Deliberately leave alone" is a verdict too
If something works, we say so. Part of senior-level work is knowing not to break what already delivers results.
The audit costs $490, and the full amount is credited toward your first month of management. You see the level of work before any big decisions — and the fee covers in-depth data collection, validation of findings, and preparation of the action plan.
five steps — no account changes.
To do a Google Ads audit you grant read-only access, Nestor AI collects 30–90 days of data, the numbers are cross-linked across sources, a senior manager reviews every finding, and you receive the report. From you — 5 minutes to grant access. We do the rest.
Read-only access
You grant read-only access to Google Ads (ideally GA4 and Merchant Center too). We physically cannot change anything.
Nestor collects the data
Campaigns, conversions, queries, products, geography, change history — for the account's last 30–90 days.
Cross-linking and checks
The data is reconciled across sources. Anything not confirmed by the numbers is flagged separately.
Final review
Before delivery, a senior specialist reviews the logic, completeness, and wording of the conclusions.
You get the report
A document with findings tables, evidence, priorities and an action plan. It remains yours.
a report you can actually work with.
Your Google Ads audit report is not a 5-slide deck but a working document — a summary, a findings table with evidence, an action plan, a budget table, a real-query bank and a 90-day roadmap. Take it to your agency, implement it yourself — or have us implement it.
A 5–8 line summary
Account health and the three biggest growth levers — the essentials, without reading 30 pages.
Findings table with evidence
Each finding: what exactly, the evidence with numbers, severity, confidence and a decision type — from "fix" to "deliberately leave alone".
A step-by-step action plan
What to do, where exactly, expected direction of impact, difficulty and priority. We add the new first, then turn off the old.
Budget table
Per campaign: current budget, recommended budget and the rationale — where to raise it and where it's still too early.
A bank of real search queries
The phrases people actually use to search for your products on Google — a ready-made base for ad copy.
A 90-day roadmap
Week by week: where to start, when to stabilize, when to scale. No more than 1–2 major changes at a time.
We don't ask you to take our word for it — here's a real, anonymized report from an actual store: 20+ findings with evidence, priorities and an action plan, with the measurement verdict placed first.
See a sample audit →four rules we stick to.
We don't trash your current agency
We don't criticize prior work just to make a sale. If the account is well run, the report will confirm it — and that's a valuable result too: you'll know your money is well spent.
No scare tactics
No "everything's terrible, pay us now". Every finding carries an assessment of its real impact on the money — small things are called small.
We don't make things up
What isn't visible in the data doesn't appear in the findings. Anything debatable is flagged as a hypothesis to verify, not presented as fact.
No obligation
The report is yours either way. Implement it with us, with your current agency or on your own — all three are perfectly fine.
Google Ads audit: frequently asked questions.
01What is a Google Ads audit?
A Google Ads audit is an independent, read-only review of your account that checks conversion tracking, wasted spend, keywords, PMax placements, geography and budgets. It produces a report where every finding is backed by your own numbers, so you know exactly what to fix and what to leave alone.
02How much does a Google Ads audit cost?
$490 — fully credited toward your first month of management. If we keep working together after the report, the fee is credited toward the first month of management. If not, you keep the full senior report and action plan — implement it yourself or with any agency. Both outcomes work for us.
03How long does a Google Ads audit take?
A full Google Ads audit is usually ready within 2–3 business days. From you it's about 5 minutes to grant read-only access to Google Ads (ideally GA4 and Merchant Center too) plus data for the last 30–90 days; we send instructions and do the rest.
04Is the Google Ads audit safe for my account?
Yes. We use read-only access: we can review data and settings, but we cannot edit campaigns. No automated changes. Every finding also carries evidence with numbers, so you can verify any of them yourself.
05My account is new / ads are paused — is the audit worth it?
If there's no data for 30+ days, we'll tell you honestly that a full audit isn't possible yet — and point out exactly what you need to accumulate for it to make sense.
other UPLIFY services.
find out what's really
happening — with evidence.
Read-only access, 5 minutes of your time — and a senior-level report with evidence, usually ready within 2–3 business days. We’ll review your accounts, show where you’re growing — and where you’re leaking.
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01/03
Request
Form or Telegram. We respond within the business day.
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02/03
Call or message · 24h
30-min intro — whatever works best: phone, Telegram, Viber or email.
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03/03
Senior audit
30/60/90-day growth map + collaboration package. $490 credited if we move forward together.