Full Account Audit and Contractor Performance Review
An independent review of your ad campaigns – regardless of whether you run them yourself or a contractor does. I assess analytics, conversion tracking, bid strategy, campaign structure, and the competitive landscape. You get a finished document with specific findings and prioritized recommendations for growing results.
The audit covers one platform of your choice – Google Ads or Meta Ads. The checklist fully adapts to that platform: for Google Ads that's Google Analytics, Tag Manager, Auction Insights, feeds, and keyword/creative quality, while for Meta Ads it's Pixel setup, Conversions API events, audiences, placements, and account structure. Most inquiries are specifically for a Google Ads audit, so the process steps below use that platform as the example.
Who it's for
- Business owners unsure their contractor is delivering: There's ad spend, but no clear connection to results.
- Anyone who wants a second, independent opinion: Your contractor says everything's fine, but you want to verify that objectively, with no conflict of interest.
- Before renewing or ending a contract: You need a clear basis for the decision – keep working with them or find someone new.
- Owners who want to take control of their advertising: You want to understand what's actually happening in the account before handing it to a new contractor or running it yourself.
Work stages
- 1+
Analytics and conversion tracking
I check whether the numbers your contractor's reports rely on can actually be trusted.
- Google Analytics 4 setup review for errors and gaps
- Google Tag Manager container audit: tags and triggers set up correctly
- Google Ads conversion setup: what's actually being counted, any duplicates or missing goals
- 2+
Bids, budget, and ad schedule
I assess whether the chosen strategy actually fits the business's goals and budget.
- Whether the contractor's bid strategy makes sense for the account
- Bid adjustments by device, location, and time of day
- Ad scheduling
- 3+
Campaign structure and negative keywords
I look for budget waste that doesn't show up in the contractor's standard reports.
- The account's actual campaign and ad group structure
- Keyword and Quality Score analysis
- How complete the ad extensions are: sitelinks, callouts, structured snippets
- Whether negative keyword lists exist and are applied at the account and campaign level
- Search terms report: exactly where budget is being wasted
- 4+
Competitor analysis
I compare your account against what your main competitors are actually doing.
- What campaign types competitors are running
- Auction Insights: impression share, position, and overlap with competitors
- 5
Final report
A finished document with every finding and prioritized recommendations for fixing the current situation.
Contractor red flagBlindly applying Google's recommendations
Google Ads' automated recommendations (Optimization Score) are generic suggestions, not a strategy built for your business. I check whether the contractor just clicks "Apply" to look busy, or actually reviews each change.
+
Blindly applying Google's recommendations
Google Ads' automated recommendations (Optimization Score) are generic suggestions, not a strategy built for your business. I check whether the contractor just clicks "Apply" to look busy, or actually reviews each change.
- Whether recommendations that inflate budget or bids were applied without justification
- Whether Optimization Score is being chased as an end in itself instead of real business metrics