Google Ads account review
What does a Google Ads account review include?
A good review does not start with new ads. First you find out whether the account measures the right thing and whether the budget goes to demand that is ready to buy.
The review starts with conversion tracking and the quality of the search terms.
Raising the budget is a risk while wasted spend and tracking are unclear.
A good proposal states the data, the expected effect, the risk and the way back.
In more detail
1. Conversion tracking
First check what Google Ads counts as a conversion. A booking, a quote request and a general enquiry are not the same thing if your sales team values them differently.
2. Search terms and intent
The real quality of an account shows in the search terms. Price comparison, general symptom searches and the wrong services need to be separated from enquiries that are ready to buy before any optimisation.
3. Budget spend
Daily and monthly spend is judged against the goal, not just against whether the money was spent. An anomaly is only useful once it is tied to conversions and lead quality.
4. Landing page
The ad can be right and the page wrong. The review checks whether the service, the area, the price or booking and the way to get in touch are clearly visible.
Read next
How to spot the search terms that burn money
A search term that burns money is not just an expensive click. It is a click that does not match the demand your business is ready to serve.
Google Ads or Meta advertising for a local business?
Google Ads usually works better when the demand already exists. Meta works better when the service has to be put in front of the right audience.
An ad report a business owner actually reads
A report's job is not to show all the data. Its job is to say what happened, what was learned and what is decided next.
Want your own ad account reviewed?
The free review surfaces the most important things to fix and tells you whether the monthly service (from 500 €/month + VAT) is right for your business.