See what you get in my PPC audit.
A sample Google Ads report built on fictional data.
It shows what I check, how I rank the problems and what you get for €500.
Demo account
- Account
- B2B software, Google Ads
- Period
- 90 days
- Status
- Simulated demo
| Campaign group | Spend | Conversions | CPA |
|---|---|---|---|
| Brand Search | €3,000 | 200 | €15 |
| Non-brand Search | €9,000 | 150 | €60 |
| Performance Max | €6,000 | 250 | €24 |
| Total | €18,000 | 600 | €30 |
All numbers are invented. Conversions and CPA are what the account reports, not verified.
Summary
- Reported conversions are probably too high: one lead counts twice.
- A third of non-brand spend goes to searches that do not fit the product.
- Performance Max hides which products and audiences actually convert.
Start with finding 01. Until conversions are counted once, every bid target in the account is set on wrong numbers.
Findings
Conversion tracking may count twice
Evidence. The same lead form triggers two conversion actions, both set as primary.
Why it matters. Reported conversions may be up to twice the real number, so the €30 CPA is not reliable.
Action. Keep one primary action, set the other as secondary, compare counts with the CRM.
How to verify. Send one test lead and follow it through the site, Tag Assistant and the account.
Non-brand search traffic that does not fit
Evidence. 31% of non-brand spend went to searches with "free", "template" and "jobs".
Why it matters. About €2,800 in 90 days reached people who do not buy B2B software.
Action. A negative keyword list in 3 groups, reviewed every two weeks.
How to verify. Share of irrelevant search terms in the next 30 days.
Structure hides what converts
Evidence. One Performance Max campaign covers all products, with no asset groups by offer.
Why it matters. You cannot see which offer brings the leads, so budget follows the average.
Action. Split asset groups by offer and add the brand exclusion list.
How to verify. Conversions per asset group after 4 weeks.
Action plan
| Priority | Action | Effort | Who | Depends on |
|---|---|---|---|---|
| 1 | Fix double counting | 1 hour | You or your agency | Access to GTM |
| 2 | Negative keyword lists | 2 hours | You or your agency | Finding 01 done |
| 3 | Split Performance Max | 3 hours | Your agency | Finding 01 done |
What the real audit includes
Scope
One Google Ads or Sklik account, up to 20 active campaigns, the last 90 days, including measurement.
You get
A report of 5 to 8 pages, an action table like the one above and a 30-minute walkthrough call.
Delivery
5 business days after I get read-only access.
You provide
Read-only access to the ad account, GA4 and GTM where possible, your goals and what counts as a conversion.
€500. Another system €170.
I am not a VAT payer. The price is final.
You pay in your own currency: the payment page shows CZK in Czechia, EUR in the eurozone fixed prices in USD and GBP in the US and the UK, and your local currency elsewhere (CHF, PLN, AED and more, converted by Stripe).
The audit finds and ranks problems. Making the changes is not included.
Want this for your account?
Real data, same format, 5 business days.