Google Ads Audit.
186 Checkpoints. Written Report in 5 Days.
A 186 checkpoint review of an existing Google Ads account, ranked by revenue impact, with a 30 60 90 day remediation roadmap. Tracking validation, attribution model comparison and competitive benchmarking included. Walkthrough call with the responsible media buyer.
What's Included
Certified Google Partner agency
Active Google Partner status with platform escalation channels for Ads Audit support, beta access, and policy escalation that unbadged operators cannot reach.
Regulated verticals first
Production experience across iGaming, crypto, betting, fintech, healthcare claims, and lead generation. Compliant copy libraries and policy escalation patterns refined over hundreds of accounts.
Documented operating cadence
Weekly tune ups, bi weekly creative refresh, monthly strategy review, quarterly business review. Decision logs for every account change. No silent edits, no hidden experiments.
Server side tracking by default
Conversion tracking validated end to end, server side tagging, Enhanced Conversions, offline conversion imports, GA4 alignment. We do not run Ads Audit on broken tracking.
In house creative production
Search RSAs, Performance Max asset groups, video for YouTube, display banners, and landing page consultation produced in house, on a published refresh schedule.
Account continuity guaranteed
When platform suspension hits, an aged agency MCC seat is available within 48 hours. The campaigns get rebuilt under a clean container. The advertiser keeps spending.
The Ads Audit KPIs that actually matter
Generic Ads Audit reports lead with click volume. Real reports lead with the four metrics below.
Audit covers 186 checkpoints across structure, bidding, keyword and audience, creative, landing experience, tracking, attribution, and policy posture.
Median wasted spend exposed in audited accounts, computed as spend on search terms or audiences with zero conversion contribution over the trailing 90 days.
Average number of missing or misfiring conversion events found per audit, including incorrect Enhanced Conversions configuration.
Difference in apparent ROAS between last click and data driven attribution models, often 18 to 35 percent for search heavy accounts.
Written audit delivered within 5 business days of MCC linkage and access sign off.
Mandatory 60 minute walkthrough call with the responsible media buyer included in every audit engagement.
Unled Network Ads Audit versus the alternatives
| Capability | Unled Network | In house team | Freelancer | Generic agency |
|---|---|---|---|---|
| Google Partner certification | Active | Not applicable | Rare | Common |
| Regulated vertical experience | iGaming, crypto, betting, fintech | Limited to current category | Variable | Often refused |
| Operating cadence | Weekly tune ups, monthly QBR | Depends on staffing | Ad hoc | Monthly check in |
| Server side tracking | Default deliverable | Often missing | Rare | Charged extra |
| Account continuity on suspension | Aged agency MCC inside 48 hours | Not available | Not available | Refused |
| Decision logs | Every change recorded | Sometimes | No | Rare |
| Data ownership | Advertiser owns everything | Advertiser owns | Often murky | Sometimes locked |
| First response under business hours | Under 30 minutes | Variable | Hours to days | 24 to 48 hours |
How Unled Network operates Ads Audit
Account architecture rules we will not break
Single conversion goal per campaign. One match type per ad group when search is at scale. Negative keyword libraries shared at the account level and inherited at the campaign level. Asset groups in Performance Max segmented by audience signal not by product taxonomy. These rules exist because they survive every Google Ads platform shift since 2018.
Bidding strategy decision framework
Maximise Conversions for accounts under 30 conversions per month with no revenue tracking. Maximise Conversion Value with target ROAS once revenue tracking is validated and 50 conversions per month are stable. Manual CPC only for tightly controlled brand defence campaigns or for new builds during the learning phase. Portfolio bid strategies for accounts spanning multiple campaigns with shared targets.
Creative production discipline
RSAs with 15 headlines and 4 descriptions per ad group, refreshed monthly. Performance Max asset groups with 5 headlines, 5 long headlines, 4 descriptions, 20 images, 5 videos, and a sitelink set. Video assets produced in 6, 15, and 30 second cuts. Display banners across all standard IAB sizes. No stock imagery in regulated verticals.
Conversion tracking validation protocol
Every conversion event traced from user action to Google Ads conversion column. Enhanced Conversions configured with hashed user data. Server side tagging through GTM Server or Stape. Offline conversion imports for lead generation accounts. GA4 events aligned with Google Ads conversions to prevent attribution drift. Quarterly tracking audit signed off by the advertiser.
Reporting cadence and document hygiene
Looker Studio dashboard refreshed daily with the four KPIs above the fold. Weekly written memo with what changed, what we observed, what we will test next. Monthly business review with attribution model comparison, channel mix recommendation, and 90 day forward plan. Quarterly business review with exec summary, year over year comparison, and budget recommendation.
Ads Audit terms used on this page
- Quality Score
- Google Ads diagnostic metric on a 1 to 10 scale that estimates the quality of an ad and landing page experience. A higher Quality Score reduces CPC and improves Ad Rank.
- Impression Share
- The percentage of impressions an advertiser receives compared to the total available, segmented by Lost Rank, Lost Budget, and Absolute Top.
- Performance Max
- Google Ads campaign type that automates bidding, placement, and creative across Search, Display, YouTube, Discover, Gmail, and Maps from a single asset group.
- Floodlight
- Google Marketing Platform conversion tracking tag used inside Search Ads 360, Display and Video 360, and Campaign Manager 360 for unified measurement.
- MCC
- My Client Center, the Google Ads manager account container used by agencies and advertisers managing multiple Google Ads accounts under a single login.
- Enhanced Conversions
- A Google Ads feature that hashes first party user data and matches it to logged in Google users to recover conversions lost to cookie restrictions.
- Server Side Tagging
- Conversion tracking architecture in which the browser sends a single request to a first party tagging server which then forwards events to Google Ads, GA4, and other destinations.
- Untrustworthy Promotions
- Google Ads policy category covering claims that exaggerate product benefits, misrepresent endorsements, or use clickbait creative. A common suspension trigger.
- Circumventing Systems
- Google Ads policy category covering attempts to bypass detection systems, including cloaking, redirect chains, and account stuffing. Considered the most serious violation type.
- Aged Agency Account
- A Google Ads account that has been operated by a partner agency for an extended period, accumulating spend history, policy compliance, and vertical whitelisting that a new account cannot match.
Frequently Asked Questions
Standard audits deliver within 5 business days of MCC linkage. Enterprise audits covering Search Ads 360 or Display and Video 360 take 10 to 15 business days.
No. We require an MCC link request from our partner MCC, billing read access, Google Analytics link and Search Console link. We never request user credentials.
Written report in PDF and Notion format, executive summary with the top 10 findings, 30 60 90 day remediation roadmap, tracking validation log, attribution comparison and a 60 minute walkthrough call.
Across documented engagements no audit has produced fewer than 14 ranked findings. If we deliver an audit with fewer than 5 ranked findings, the engagement is refunded in full.