Google Ads

A Google Ads audit tool is three different products sharing one name. Here is which question each kind answers, where each is blind, and what still needs a person looking at your orders.

Every published checklist for this treats account structure, tracking and the product feed as equally weighted items on a flat list. They are not. Here is the order that finds the money first, what it costs to pay someone else to do it, and who should not.

Every audit checklist online opens with goals and account structure. None of them puts conversion tracking first, and none mentions enhanced conversions or Performance Max. Here is the order I actually run, and why it is the reverse of what gets published.

Every free Google Ads audit tool grades the same six or eight things in under a minute. Here is exactly what those checks are, what they cannot possibly see, and when the free version is genuinely enough.

One listicle ranking the best Google Ads agencies put itself in first place, using a scoring system it wrote. Another’s own pricing table contradicts its own agency profiles on the same page. Neither tells a buyer how to check an agency’s results after signing.

Analyzing Google Ads data means checking whether cost per conversion and revenue are moving for a real reason, not for luck, and then doing one of three things about it. Here’s how to tell the difference in ten minutes, without a marketing degree.

Impressions are how often your ad showed, full stop. The question worth answering is not the definition, it is whether the number sitting in your account should change anything you do.

Every page ranking for this question hands you an industry average lifted from the same decade-old table. None of them can tell you if your CPC is good, because that number depends on your margin and your conversion rate, not your industry.

Every agency page ranking for this says it optimizes your feed. None tells you what it costs, or how to check whether they will look at the feed before they touch a bid.

Every guide says base your target ROAS on history. The history in most store accounts includes branded search, returns and unfinished conversions, so the target is wrong before it is set.