Sample report — fictional business, illustrative numbers. This is the format and depth of a real $199 audit.

Sample Google Ads Audit

See exactly what a $199 Google Ads audit looks like.

Every audit I deliver follows this structure: a summary, findings across eight areas, real search-term evidence, and a prioritized plan you can act on with or without me.

Business (fictional)

Northside Home Services

HVAC & plumbing

Monthly spend: $4,200
Overall score: 48/100
Estimated wasted spend: ~$920/month

Top 3 issues

01Conversion tracking counts page views as leads and misses all phone calls.
02Almost no negative keywords — job, DIY and parts searches trigger ads daily.
03All services share one ad group and budget, which runs out by 11 am.

Findings by area

What I found, why it matters, and the fix.

Conversion tracking

Critical

What I found: Two conversion actions fire on the same form, and page views of /contact count as a conversion. Phone calls from ads are not tracked at all.
Why it matters: Reported conversions are roughly double the real lead count, so Smart Bidding is optimizing toward page views instead of jobs.
The fix: Remove the page-view conversion, de-duplicate the form action, add call tracking (call assets + website call conversions), and mark only real leads as primary.

Account structure

Needs work

What I found: One campaign holds HVAC repair, AC installs, water heaters and drain cleaning in a single ad group with 140 keywords.
Why it matters: Every service shares one budget and one ad, so high-margin installs compete with low-value drain calls and ads can't match intent.
The fix: Split into campaigns by service line (HVAC repair, installs, plumbing emergency) with tightly themed ad groups.

Keywords & search terms

Critical

What I found: Broad match keywords without reliable conversion data are matching to job searches, DIY queries and competitor brand names.
Why it matters: About 22% of last month's spend went to searches with no chance of becoming a customer.
The fix: Move core terms to phrase/exact match, keep broad only where conversion data supports it, and review search terms weekly.

Negative keywords

Critical

What I found: Only 6 negative keywords in the account; no shared negative list.
Why it matters: Terms like "jobs", "salary", "how to", "parts" and "free" keep triggering ads every day.
The fix: Build a shared negative list (employment, DIY, parts/supply, free/cheap, out-of-area towns) and apply to all campaigns.

Ad copy & assets

Needs work

What I found: Ads are generic ("Quality Service You Can Trust") with no pricing cues, no service-specific headlines, and no call or location assets.
Why it matters: Weak relevance lowers ad strength and CTR, which raises cost per click.
The fix: Write service-specific responsive search ads, add call, sitelink, callout and location assets.

Location & schedule targeting

Needs work

What I found: Location option set to "Presence or interest" and ads run 24/7 at full bids, though the phone isn't answered after 8 pm.
Why it matters: Clicks from people outside the service area and unanswered after-hours calls waste budget.
The fix: Switch to "Presence" only, target the actual service-area towns, and schedule or lower bids outside staffed hours.

Bidding & budget

Needs work

What I found: Maximize Conversions running on inflated conversion data; campaign is limited by budget most days by 11 am.
Why it matters: The algorithm is chasing the wrong signal and runs out of money before the busiest call hours.
The fix: Fix tracking first, then use Maximize Clicks with a CPC cap or manual bids until 30+ real conversions, and reallocate budget from wasted terms.

Landing page

Good

What I found: Mobile page loads in about 2.5 seconds, phone number is click-to-call and above the fold, form is short.
Why it matters: The page itself isn't the bottleneck — the traffic sent to it is.
The fix: Keep as-is; add a dedicated page per service line once campaigns are split.

Search-term evidence

Where the money actually went.

An excerpt from the last 30 days. These five zero-conversion terms alone cost $462.

Search term	Cost	Conversions	Action
hvac technician jobs near me	$184	0	Add "jobs" as negative
how to relight water heater pilot	$96	0	Add "how to" as negative
furnace filter 16x25x1	$71	0	Add "filter" as negative
plumbing supply store	$63	0	Add "supply" as negative
free ac inspection	$48	0	Add "free" as negative
emergency plumber near me	$212	6	Keep — move to exact match

Prioritized action plan

What to do, in order.

Fix this week

1.Remove the page-view conversion and de-duplicate form tracking.
2.Add call assets and call conversion tracking.
3.Apply a shared negative keyword list (jobs, DIY, parts, free).
4.Switch location targeting to "Presence" only.

Next 30 days

5.Restructure into service-line campaigns with themed ad groups.
6.Rewrite ads per service and add sitelink, callout and location assets.
7.Set an ad schedule that matches staffed phone hours.
8.Move bidding to a controlled strategy until conversion data is clean.

Ongoing

9.Weekly search-term review and negative keyword updates.
10.Shift budget toward services with the lowest cost per real lead.
11.Monthly report: spend, leads, cost per lead, and what changed.

How the guarantee works

If the audit doesn't identify at least $500/month in wasted spend or tracking errors, you don't pay for it. If you hire me for management within 30 days, the $199 is credited toward your first month.

What you need to provide

Read-only access to your Google Ads account (and GA4 if you have it).
About 10 minutes of your time to grant access.

Delivery

A written report like this one, plus an optional walkthrough call.

Get this for your own account.

Get a $199 Google Ads Audit Call (732) 337-1619