This is what your agency would deliver.
A complete audit of a fictitious sample client ("Alpine Peak Outdoor" — every figure is invented for demonstration). Type your agency's name and pick your colour: the whole report rebrands live. Then print it to A4/PDF.
Google Ads account audit
Alpine Peak Outdoor (sample client)
- Client
- Alpine Peak Outdoor — outdoor equipment e-commerce (fictitious demonstration company)
- Account
- alpinepeak-example.com · Google Ads CID 000-000-0000
- Period analysed
- 1 March – 31 May 2026 (92 days)
- Monthly spend
- 8,400€ average
- Prepared by
- Your Agency
- Scope
- Search, Performance Max and Shopping · 124 checkpoints across 12 areas
Verdict: at risk. The account generates revenue but leaks an estimated 2,150€/month (25.6% of spend) through five structural issues. Conversion measurement double-counts purchases, so every automated bid decision is currently based on inflated data. All five issues are fixable within 60 days with the plan in section 9.
Top findings at a glance
| # | Finding | Severity | Est. monthly impact |
|---|---|---|---|
| 1 | Purchase conversions fire twice (tag + GA4 import both primary) | HIGH | distorts all bidding |
| 2 | Search Partners + Display Expansion active on all Search campaigns | HIGH | − 612€ |
| 3 | No search terms review since January; 31% of queries irrelevant | HIGH | − 890€ |
| 4 | PMax cannibalises brand traffic (no brand exclusions) | MEDIUM | − 405€ |
| 5 | "Presence or interest" geo setting buys clicks outside delivery area | MEDIUM | − 243€ |
1 · Estimated wasted spend
We quantify waste as spend with near-zero probability of converting, based on the last 92 days of query, placement, network and location data.
| Source of waste | Evidence | €/month |
|---|---|---|
| Irrelevant search queries | 31% of spend on queries with 0 conversions and no commercial intent ("free", "DIY repair", jobs, competitors' spare parts) | 890€ |
| Display Expansion on Search campaigns | CTR 0.4%, 2,341 clicks, 1 conversion in 92 days | 387€ |
| Search Partners network | CPA 3.1× higher than core Search | 225€ |
| PMax brand cannibalisation | 38% of PMax conversions match brand queries that Search brand campaign would capture at 0.32€ CPC | 405€ |
| Clicks outside delivery area | User-location report: 2.9% of spend from countries the shop does not ship to | 243€ |
| Total estimated waste | 25.6% of the 8,400€ monthly budget | 2,150€ |
2 · Account structure
Status: NEEDS WORK — 14 campaigns, of which 5 legacy campaigns overlap with newer ones and compete for the same queries.
- "Search — All Products" (created 2023) still consumes 22% of budget and overlaps 3 category campaigns. Recommendation: migrate its converting keywords, then pause.
- Best-margin category (climbing gear) shares a budget with clearance items; winners hit "Limited by budget" 19 days out of 92. Recommendation: separate budgets by margin tier.
- Naming is inconsistent (mix of languages and conventions), which makes reporting error-prone. A naming scheme is proposed in the appendix.
3 · Keywords, match types & negatives
Status: AT RISK
| Check | Found | Target |
|---|---|---|
| Broad match share of spend | 64% | ≤ 30% (supervised) |
| Broad keywords with smart bidding + enough data | 4 / 41 | all of them |
| Duplicate keywords competing across campaigns | 23 | 0 |
| Negative keyword lists | 1 (last edit: Jan) | 3-tier, weekly |
| Negative conflicts blocking converters | 2 found | 0 |
Key actions: move 37 unsupervised broad keywords to phrase; deduplicate the 23 collisions (keep best QS); build universal + category negative lists from the 92-day query export supplied with this report.
4 · Ads & responsive search ads
Status: NEEDS WORK — 61% of ad groups have exactly one RSA rated "Average", written at launch and never touched.
- Ad Strength: 2 Excellent · 9 Good · 26 Average · 4 Poor.
- Only sitelinks in place; callouts, structured snippets, price and promotion assets missing account-wide (estimated +6-10% CTR available).
- No pinned headline carries the shipping-cost USP, the shop's main differentiator vs. the two biggest competitors.
5 · Landing pages & Quality Score
Status: NEEDS WORK — spend-weighted QS is 5.6; the biggest drag is "landing page experience".
| QS band | Keywords | Share of spend | Main weak component |
|---|---|---|---|
| 8–10 | 64 | 18% | — |
| 5–7 | 212 | 57% | Ad relevance |
| 1–4 | 98 | 25% | Landing page experience |
- Category ads send traffic to a filtered search page that takes 4.8s to render on mobile (75th percentile). Target: < 2.5s.
- 12 ad groups land on the homepage. Each has a closer category page available.
6 · Conversion tracking & attribution
Status: AT RISK — the most urgent fix in this account.
- Double counting: "Purchase" exists twice as primary (Google tag + imported GA4 event). Reported conversions are ~1.9× reality; tROAS targets are therefore calibrated on fiction.
- Enhanced conversions: disabled. Consent mode: basic pings only, no recovery modelling configured for EEA traffic.
- Attribution: purchase on data-driven, but the newsletter micro-conversion is still primary and inflates "conversions" columns used in monthly reporting.
- 92-day GA4 vs. Ads discrepancy: 41% (healthy accounts: under 15%).
Key actions: keep the Google tag purchase as the only primary with values, demote GA4 import and newsletter to secondary, enable enhanced conversions, recalibrate tROAS two weeks after the fix.
7 · Performance Max
Status: NEEDS WORK — one PMax campaign (2,900€/mo) with a single asset group for 1,400 products.
- No brand exclusion list: an estimated 38% of PMax conversions are brand queries (evidence: search insight themes + brand campaign impression drop since PMax launch).
- Placement report shows 14% of display spend on mobile game apps with 0 conversions.
- Asset groups: one generic group; no audience signals per product family; 3 of 4 video slots empty (auto-generated video is serving).
- Key actions: request brand list exclusion, split into 4 asset groups by product family with tailored signals, exclude app placements, upload one 15s video per family.
8 · Geo, devices & scheduling
Status: NEEDS WORK
| Check | Found | Action |
|---|---|---|
| Location option | "Presence or interest" (default) on all campaigns | Switch to "Presence only" |
| Spend outside delivery countries | 2.9% | Exclude + verify after 30 days |
| Mobile CPA vs. desktop | +82% | Fix mobile landing speed before bid cuts |
| Ad schedule | 24/7 uniform | Test −20% bids 1-5 a.m. (0 conversions, 4% of spend) |
9 · 30-60-90 day action plan
Days 1–30 · Stop the bleeding
- Fix conversion double-counting
- Disable Display Expansion & Search Partners
- Universal negative list from query export
- Switch geo to "Presence only" + exclusions
Days 31–60 · Rebuild
- Migrate & pause legacy campaigns
- Broad→phrase migration, dedupe keywords
- PMax: brand exclusions + 4 asset groups
- Recalibrate tROAS on clean data
Days 61–90 · Compound
- RSA rewrite programme + full assets
- Mobile landing speed project (<2.5s)
- Weekly search terms routine handover
- 60-day re-score against this baseline
Projected outcome (conservative): reinvesting the 2,150€/month of recovered waste at the account's current clean CPA supports ≈ 26-34% more conversions on the same budget by day 90.
10 · Methodology & scope
- 124 checkpoints reviewed manually across 12 areas; 92 days of data (1 Mar – 31 May 2026).
- Read-only account access; no settings were modified during the audit.
- Waste estimates use last-92-day averages; seasonal businesses should read them as directional ranges.
- This document is a sample: Alpine Peak Outdoor is a fictitious company and every metric is invented to demonstrate report structure and depth.
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