01
Profitability
Are costs rising without a comparable increase in revenue or qualified leads?
Google Ads · Tracking · Prioritization
Google Ads Audit: Clear Priorities for Your Account
DZMG reviews your account, campaigns and conversion tracking. You receive documented findings and a clear plan for what to fix, test or review first.
An independent senior second opinion – with no automatic campaign changes.
Input
Google AdsGA4 & GTMCRM / shopLanding pages
Audit Review
Google Ads Audit
Review signals. Assess causes. Prioritize action.
Output
Executive summaryPrioritized findings30-day roadmapNext steps
Account structure
Search intent
Budget efficiency
Conversion quality
Attribution
Scalability
Typical Triggers
When the numbers exist but the next decision remains unclear.
A Google Ads account can report conversions while still optimizing toward the wrong priorities. Rising costs or weaker leads can have several causes. We compare campaign structure, search terms and tracking to understand the issue.
The Google Ads audit provides an independent second opinion. We investigate likely causes and set priorities for the next decisions. The audit does not change active campaigns.
02
Efficiency
Is lead quality declining while form conversion volume still looks stable?
03
Waste Control
Do Google Ads, GA4 and CRM report conflicting conversion or ROAS figures?
04
Creative Signal
Is an independent view of an existing agency's work missing?
05
Scalability
Has scaling stalled even though more budget could be available?
06
Data Reliability
Is it unclear which campaigns should be reduced, repaired, tested or expanded?
07
Attribution Fit
Are irrelevant search terms consuming budget without commercial value?
08
Prioritization
Are very different business outcomes treated as equal conversions?
Swipe
Google Ads Audit Scope
What the Google Ads account review covers
The scope follows the actual account and agreed business objectives. Not every format needs to be present; Search, Shopping and Performance Max are assessed where they are used.
01
Account & campaign structure
- Account structure
- Campaign logic
- Search
- Shopping
- Performance Max
- Audiences
- Locations
- Devices
02
Queries, keywords & ads
- Search terms
- Keywords
- Match types
- Negative keywords
- Ads
- Assets
- Messaging
- Search intent
03
Budget, bidding & scale
- Budget allocation
- Bid strategies
- Cost trends
- ROAS context
- Profitability
- Learning phases
- Risks
- Scaling signals
04
Tracking & attribution
- GA4
- Google Tag Manager
- Primary conversions
- Secondary conversions
- Duplicate signals
- Missing signals
- Enhanced Conversions
- Measurement limits
Swipe
Use Cases
Specific analysis for B2B, B2C and e-commerce
The decision logic reflects the business model. A lead, a purchase and an opportunity are not interchangeable conversion signals.
01
B2B and lead generation
A form submission does not show whether a lead is a good fit. We review lead quality, cost per qualified lead and sales opportunities. We also assess search terms, longer sales cycles and available customer relationship management (CRM) records or offline conversions. This connects marketing figures with what sales teams observe.
- Lead quality and opportunities
- CRM and offline conversions
- Long sales cycles
- Commercial search intent
02
B2C and e-commerce
We review return on ad spend (ROAS) alongside profitability. The audit covers search terms, Shopping and Performance Max, products, categories and ad creative. We also examine new-customer, cart and checkout data. Margin and repeat purchases are included where reliable records are available.
- ROAS and margin context
- Shopping & Performance Max
- Product and category performance
- Checkout and new-customer signals
Deliverables
What you receive after the Google Ads audit
The outcome is designed for decision-makers, marketing teams and existing service providers to use. Recommendations include evidence, priority and clear next steps.
Executive Audit Summary
A clear summary of the most important risks, opportunities and decisions without an unnecessary data dump.
Evidence-based Findings
Each material finding is documented with its data context, affected campaigns and a transparent rationale.
Prioritized Actions
Quick wins, risks and structural actions are ranked by likely impact, urgency, effort and dependencies.
Tracking & Attribution Assessment
A review of conversion data, differences between systems and limits to what can be measured.
30-Day Roadmap
A practical plan for the next 30 days, with owners and tasks. It does not guarantee results within that period.
Campaign Decision Logic
A reasoned view of which campaigns should be reduced, repaired, tested or scaled in a controlled way.
Process
How the Google Ads audit works
The process begins with objectives and read-only access and ends with a reviewed, prioritized implementation plan.
Objectives & Context
We clarify the business model, audiences, lead or revenue logic, current questions and agreed audit scope.
Read-only Access
We use read-only access where the systems support it. You grant access through platform roles and do not need to share passwords.
Analysis
The account, campaigns, queries, bidding, budgets, ads, tracking, attribution and relevant funnel signals are reviewed systematically.
Prioritization
Findings are ranked by impact, risk, effort and dependencies, then translated into a 30-day implementation plan.
Review & Options
We discuss the outcome. Write access is only needed for explicitly agreed implementation; no change is made without alignment.
Access & Security
Analysis with the minimum permissions required.
We use read-only access wherever the platform supports it. Access is granted through user roles, without sharing passwords.
Read-only by Default
The audit does not change campaigns. Read-only access is preferred wherever the relevant platforms support it.
No Change Without Approval
Write access is only needed for separately agreed implementation. Campaign changes are made only after alignment.
Secure Access Practices
You grant access through the platform’s user roles. Passwords are not shared by email.
Personal Accountability
Senior analysis led by David Zielonka
David Zielonka is personally responsible for the assessment, combining extensive digital marketing experience with clear communication for decision-makers and teams.
20+ – Years of Digital Marketing Experience
12+ – Years of Coaching & Webinars
150+ – Webinars for Decision-Makers
FAQ
Frequently asked questions about the Google Ads audit
Answers about scope, access, tracking, business models and optional implementation.
We review campaign structure, search terms, keywords, ads, bidding and budgets. The review also covers audiences, locations and devices. Search, Shopping and Performance Max are included where used. We check tracking, attribution and relevant landing-page or funnel data as part of the agreed scope.
Yes. You can get an independent second opinion while your agency continues to manage the account. The audit documents findings, data limits and priorities. Your agency or internal team can use these as a shared basis for the next steps.
Read-only access is the default where Google Ads and connected systems support it. The audit does not change campaigns. Write access is only needed for separately agreed implementation. Any campaign changes are agreed with you first.
Yes, when these systems are in scope and access is available. We review primary and secondary conversion actions, missing or duplicate signals and differences between systems. Enhanced Conversions and attribution are checked where relevant. The report explains measurement limits.
Yes. For B2B, we review lead quality, sales opportunities, longer sales cycles and available CRM or offline data. For B2C and e-commerce, we assess ad returns alongside profitability. Shopping, Performance Max, products and checkout data are reviewed where available and in scope.
You receive a summary, documented findings and prioritized actions. Each priority considers likely impact, effort, urgency and dependencies. A 30-day roadmap sets out tasks and next steps. It is a planning tool, not a guarantee of results within 30 days.
Yes. We can agree implementation or recurring reviews separately. We define access, responsibilities and scope before that work starts. Campaign changes are agreed with you and documented so your team can follow the decisions.
Yes. An additional Meta Ads review can be agreed, for example to compare channel data or assess ad creative. Google Ads remains the focus of this audit. We agree any extra scope with you before starting.
Practical guidance
Check Google Ads conversion tracking: find missing and duplicate signals.
Check conversion tracking systematically: event definitions, GA4 and Google Ads, triggers, counting methods and transaction IDs, with a traceable test case.
Strategic Conversation
Which Google Ads actions should be reviewed first?
Discuss the account, tracking setup and current decisions in an initial conversation.