Google Ads Audit: Improve the Performance of Your Advertising
Are you confident your Google Ads account is working at full capacity? A Google Ads audit is not a quick settings check — it is a detailed review that surfaces weak points, reduces wasted spend and improves campaign results.
ITForce runs an independent PPC audit focused on profitability, traffic quality and the technical accuracy of your setup. We identify the decisions that quietly consume budget and propose concrete steps to improve the numbers that matter — from CTR and CPC to ROI and conversions.
What Does an External PPC Audit Offer You?
An unbiased assessment. External specialists look at your account without the internal blind spots that build up over months of work. We review the technical side (account structure, campaign settings, tracking) and the strategic side — whether goals, budget and audiences actually line up.
Critical errors surfaced. Misconfigured conversions, duplicate keywords, over-narrow audiences, weak landing pages — all of these drag performance down. We find them and hand you a clear plan.
Better campaign efficiency. The audit tells you which parts of the account to keep, which to rework and which to stop.
Work on profitability. The goal is not simply to save budget but to redirect it where it performs, and to make account metrics comparable with real orders.
What a Google Ads Audit Includes
1. Account Structure Review
- how campaigns and ad groups are built;
- segmentation logic (by product, service, geography, audience);
- duplicate or dormant campaigns.
2. Campaign Settings Check
- bidding strategies (manual CPC, target ROAS, target CPA, maximise conversions);
- geographic and language targeting;
- ad scheduling and budget distribution;
- negative keyword setup.
3. Keyword and Search Term Analysis
- how relevant keywords are to your business goals;
- use of match types (broad, phrase, exact);
- irrelevant queries consuming budget;
- coverage gaps in the keyword set.
4. Ad Review
- alignment between ad copy, keywords and landing pages;
- use of assets: sitelinks, callouts, calls, promotions;
- CTR and engagement levels;
- whether ad variants are being tested.
5. Quality and Relevance (Ad Rank / Quality Score)
- expected CTR, ad relevance, landing page experience;
- the effect on CPC and ad position;
- recommendations for improving Ad Rank.
6. Conversion Tracking and Analytics
- whether conversions in Google Ads and GA4 are present and correct;
- whether transactions, calls and form submissions are passed through;
- whether conversions are duplicated or inflated;
- how well attribution reflects real customer behaviour.
7. Performance Max and Automated Campaigns
- whether the correct feeds are connected;
- use of assets: images, video, headlines, logos;
- quality of audience signals and search themes;
- channel performance report, ROAS and CPA inside the campaign;
- brand exclusions and campaign-level negative keywords.
8. Google Shopping (If in Use)
- product feed review in Merchant Center;
- campaign structure (by category, brand, margin);
- disapproved products and review issues.
9. Landing Pages
- load speed (Core Web Vitals);
- mobile experience;
- alignment with keywords and ads;
- conversion elements: forms, CTAs, buttons.
10. Final Recommendations
- critical errors to fix first;
- optimisations aimed at lowering CPA and raising ROAS;
- strategic advice: new campaign types, additional markets, budget adjustments.
The output is a structured report: what works, what to change, and in what order.
What We Check Because of the 2026 Google Ads Changes
In 2026 Google moved several mechanisms to automatic upgrades, and many accounts changed without the advertiser touching anything. This is a block of the audit that did not exist a year ago.
- AI Max for Search. From September 2026 Google automatically upgrades campaigns that used automatically created assets and the campaign-level broad match setting. We check which campaigns were affected and how the search terms changed after the switch.
- Dynamic Search Ads. New DSA campaigns can no longer be created, and the sunset has been extended to February 2027. Dynamic ad groups transition to standard ad groups with settings carried over. We record what will be lost in the transition and what needs preparing in advance.
- Demand Gen replacing Display campaigns. The migration is irreversible and part of the historical data is only available for a limited time. We check whether the migration was done correctly and whether audiences and conversions survived it.
- Automated bidding targets. After any of these changes the algorithm re-enters a learning phase. We look at whether targets were left over from the previous campaign structure.
If you have not been tracking these updates, the account is most likely running differently from how you configured it. This is where an audit pays for itself fastest.
Google Shopping Audit: When to Check Your Product Advertising
Google Shopping is one of the strongest tools for eCommerce, but its potential often goes unrealised because of setup errors or a weak product feed. A Google Shopping audit by ITForce surfaces the technical and strategic gaps that hold sales and margin back.
During the audit we check:
- Product feed accuracy in Google Merchant Center: required attributes, policy compliance, unique titles and descriptions.
- Campaign structure in Google Ads: split by category, brand and product type, and the bidding logic behind it.
- Competition and bid levels in your niche, and where the budget can be reallocated.
- Merchant Center issues: product review problems, serving restrictions, disapproved items.
- Catalogue readiness for new requirements, in particular the 500 × 500 pixel minimum product image size that becomes mandatory on 31 January 2027.
- Audiences and remarketing: whether GA4 data is connected and whether remarketing lists are used in Search campaigns.
- Conversions and attribution: whether tracking is correct and how well the feed and the ads match actual buyer behaviour.
The audit is particularly relevant for online stores with large or fast-changing catalogues and a high SKU count.
How an Audit Differs from Optimisation
An audit is a diagnosis of your Google Ads account. We analyse the setup, identify errors and growth points, and produce a step-by-step improvement plan. Optimisation is the work of making the changes: adjusting bids, updating keywords, testing ads, connecting additional tools. The audit is the first step — it establishes what actually needs fixing.
An Agency Audit vs an Internal Review
Internal specialists often look at an account with built-in assumptions, or miss errors simply because they see the same screens every day. An external audit from ITForce is a fresh expert assessment. We work from extensive checklists and an approach tested across different verticals, so the report is not limited by internal habits or outdated practice.
We work transparently: if the account is set up correctly and there are no serious errors, we say so directly. We do not invent reasons to work or push services you do not need.
Who Should Order a PPC Audit
- Large eCommerce platforms with significant budgets.
- Businesses advertising for a long time without seeing results.
- Accounts that changed hands — a new agency or a new in-house team.
- Accounts about to be scaled up.
- Accounts where traffic or lead volume dropped without an obvious reason.
- Accounts affected by Google’s automatic 2026 upgrades.
How Long an Audit Takes
Turnaround depends on the size of the account:
- Small business (up to 5 campaigns): 3–4 business days.
- Mid-size eCommerce or service business (5–20 campaigns): 5–7 business days.
- Large accounts (20+ campaigns, complex structures, international projects): 7 to 10 business days.
We confirm the timeline before starting and deliver within the agreed dates.
Examples of Our Work with Ad Accounts
Published case studies show the approach best — real accounts, real periods, real numbers:
The full set is in our PPC case studies.
Frequently Asked Questions About Google Ads Audits
Is it safe to grant access?
Yes. We work only through official Google Ads and Google Analytics access. You grant read-only access, with no permission to make changes. All data stays confidential.
Do I have to keep working with ITForce after the audit?
No. You receive the full report and can implement the recommendations yourself or with another contractor. Continuing is entirely your choice.
Can I order the audit without the optimisation?
Yes, it is a standalone service. Optimisation can be added later if you want it, but it is not a condition.
Do you audit accounts managed by other agencies?
Yes. We frequently run independent reviews for businesses already working with another contractor, to establish whether the budget is being used well.
What if the analytics are set up incorrectly?
This is the most common finding: part of the account’s data turns out to be unreliable. The report marks which numbers you can trust and which you cannot, and what to fix first. Fixing the tracking is a separate service — web analytics setup.
What You Receive After the Audit
- A full list of the errors and gaps found.
- Proposals for improving the campaigns.
- An assessment of each element: keywords, ads, targeting.
- Priorities for optimisation — what to do first and what can wait.
- An explanation of which decisions are driving your cost per conversion.
This is not a report for the sake of a report. It is a working document you can act on — on your own or together with us.
Ready to find out how your Google Ads account is really performing?
Fill in the form — we will confirm the scope and prepare a proposal.
