This is a free review of a Google Ads account you are already paying for, carried out by me rather than by an automated grader. It is for UK businesses that spend on Google Ads every month and suspect the spend is not working.
What I check in your account
I start with measurement, because every other judgement depends on it. If the account counts the wrong things, the bidding, the reports and the cost per lead all rest on a false number.
- Is it counting real enquiries and sales? I look at which actions are set up as conversions, which of them are primary (the ones Google bids towards), and whether any are double counting or counting page views. Broken conversion tracking is the most common fault I expect to find, and the most expensive.
- What are you actually paying for? Your keywords are not the searches you pay for. I read the search terms report to see the real queries behind your clicks: jobs, free advice, the wrong town, a competitor’s name, a product you do not sell.
- Are the settings working against you? A few settings quietly spend money: location targeting that includes people merely “interested in” your area rather than in it, search campaigns that also show on the Display Network, and auto-applied recommendations that let Google edit the account without anyone reviewing the change.
- Does the bidding have enough to learn from? Automated bidding needs accurate conversions in reasonable numbers. I check whether the strategy suits the volume the account has, or whether it is guessing.
- Do the ads lead somewhere that converts? I compare what each ad promises with the page it sends people to, and check how the page behaves on a phone, using your own device report to see how many clicks come from mobile.
- Is the structure helping or hiding? Brand searches mixed in with everything else, or Performance Max taking credit for people already looking for you by name, can make an account look far healthier than it is.
What you receive
My findings in plain English: what I found, what each issue is likely costing you or hiding from you, and the order I would fix things in. Where part of the account is set up well, I say so, so you do not pay anyone to change it. Whether you get them in writing or talked through on a call is agreed when you request the audit.
It is a first review, not a full audit with a rebuild plan. It concentrates on the faults most likely to be wasting budget, so you can fix them yourself, hand them to whoever runs the account, or ask for help. I change nothing in your account.
How account access works
You never send me a password. In Google Ads you invite my email address as a user with the read only access level, which lets me see the campaigns, reports and settings but not edit anything, including budgets and billing. You can remove the access yourself at any time, and I would expect you to once the review is done. I send you the email address to invite when you request the audit.
An ad account can hold personal data, such as uploaded customer lists or call details, so before I look at it we agree in writing how that data is handled, as UK GDPR expects of anyone processing it on your behalf.
How to request it
- Fill in the form on this page with your name, email address and website. Your monthly ad budget is optional but helps me judge what is reasonable for the account.
- Use the message box to say what is bothering you, such as rising costs, fewer enquiries or leads that never become customers. It tells me where to look first.
- I reply with instructions for giving read-only access.
- I review the account myself and send you my findings, on a timescale agreed when you request the audit.
Who it suits
It suits UK businesses already running Google Ads, whoever manages the account. It is most useful before you renew an agency contract, after a sharp change in costs or leads, or when the platform reports conversions that your inbox and phone do not.
It is not for accounts that have not launched yet, because there is nothing to review. If that is you, my Google Ads checklist covers what to set up before the first click, and you can ask for a review once the account has a few weeks of data.
Who reviews your account
I do. I am Sudeshna Thapa, an SEO and paid ads consultant working from London. I work on my own, so the person reading your account is the person who would carry out any ongoing PPC management you choose to have afterwards. You can read about me and how I work first.