Built on 21 years and 300+ real accounts — not a checklist of what Google wants you to fix.
Each section covers what it is, why it matters to your business, what we find in your account, and exactly what to do about it — in plain English.
Most accounts call a lead a lead. We track signals from engagement through to sales and optimise for value, giving Google the breadcrumbs it needs to skew your budget toward what actually works.
Most accounts have one or two things pulling their weight and a lot of budget propping up the rest. We break down performance by type and topic to show exactly where money is working — and where it isn't.
The searches that trigger your ads, the bids that win them, the copy that converts them. We go through structure, keywords, negatives and ads line by line to find what's costing you and what's being starved.
PMax is supposed to find demand you haven't tapped. Most of the time it's competing with your Search campaigns for the same searches — and losing. We check whether it's earning its budget or quietly eating it.
A click is only worth what happens after it. We look at whether the page someone lands on matches what they searched for, and where a more specific page would convert better and cost less.
Most accounts are paying too much for searches that don't convert and too little for the ones that do. We check whether your goal is right and whether budget is actually flowing toward what works.
Every audit follows the same four steps — starting with your business, not the platform.
We start by understanding your targets, USPs, what a good lead is worth, and what a bad one costs your team. The account data only makes sense through that lens.
Every section, methodically. Tracking, structure, keywords, search terms, ads, PMax, landing pages, bidding — nothing skipped.
Specific findings with real numbers and screenshots. A clear list of what to fix and in what order — with the commercial reasoning behind each one.
We go through the report together. Most clients have questions — or just want to talk through what they're looking at. That's what this is for.
These aren't best-practice observations — they're what came up when we looked properly. Most audits surface 10+ meaningful opportunities.
25% of conversions were low-intent click-to-calls that would never book. Reported CPA was $136 — once separated, the actual CPA was $182. Separating them changed the picture entirely.
Keywords for specific fence types had a CPA nearly half that of generic terms — but most fence types had no keywords at all, even where landing pages existed.
Spend was flowing toward irrelevant searches with no controls in place. Broad match CPA was 70% higher than phrase match.
Both campaign types were bidding on the same high-conversion terms. When they went head to head, Search had a 3x higher CTR.
Ages 18-24 had a cost per qualified lead 2.6x above average. Desktop outperformed mobile significantly. Neither was being bid adjusted.
Search drove 53 sales with strong returns. Video and PMax had substantially worse performance. Budget allocation didn't reflect this at all.
Location-based keywords — the account's strongest performers — were only showing on 65% of eligible searches. Weaker keywords were at 85%.
Calls, form fills, qualified leads, and closed leads all counted the same. Assigning values by likelihood to sale shifted optimisation toward quality, not volume.
You don't need a specific problem in mind. Most people book because something feels off — or because no one's ever gone through the account properly.
Specific findings, real numbers, a clear fix list — not a PDF of Google's own suggestions.
If your agency is doing a good job, I'll say so. If they're not, you'll leave knowing exactly what to do about it.
A quick set of prioritised observations is different from a full written report with specific fixes you can hand straight to your team — and priced accordingly. We'll scope it with you on a short call.
Written quote, always. After the scoping call you'll have a clear written proposal. No vague estimates, no surprise fees.
Honest scope. If you need a quick set of priorities rather than a full report, we'll tell you — and price it accordingly.
No pressure. If we're not the right fit after the call, we'll say so.
Both are free. Neither asks for your card.
We'll review your ads and share quick-win tips — all in a 5-minute Loom. No account access needed. Only for accounts spending £10k+/month.
Spot the hidden mistakes in your PPC account. Takes 30-60 minutes, but could save you thousands. Six checks you can run yourself.
Tell us about your account. We'll scope it and come back with a clear quote.