Google Ads audit.
A complete Google Ads audit: campaign structure, conversions, search terms, bidding and budgets, all the way to landing pages. It ends with a prioritization and remediation roadmap.
- Campaign structureIn progress
- ConversionsIn progress
- Search termsIn progress
- Bidding and budgetsIn progress
- Ads and assetsIn progress
- Product feedIn progress
- Landing pagesIn progress
- Consent and tagsIn progress
Google PartnerPremier 2026What we review in your account.
8 topics reviewed, from the account to measurement. For each one, what we check.
Campaign structure
What each campaign should deliver, and where campaigns overlap.
- Split between Search, Performance Max, Shopping and Demand Gen
- Brand campaigns kept separate from the rest
- Ad groups and targeting competing with each other
Conversions
The actions that drive bidding, and how reliable they are.
- Primary and secondary actions
- Conversion values and duplicates
- Gap with your actual sales or leads
Search terms
The actual queries that trigger your ads.
- Irrelevant queries and spend without results
- Negative keywords and shared lists
- Brand and non-brand queries
Bidding and budgets
What limits delivery, and what drives it.
- Bid strategies and targets set
- Impression share lost to budget and to rank
- Budget split between campaigns
Ads and assets
What users see, and what is still left to use.
- Responsive ads and their assets
- Sitelinks, callouts and structured snippets
- Ads visible in the Google Ads Transparency Center
Product feed
For e-commerce: the catalog sent to Google.
- Products disapproved in Merchant Center
- Missing titles, categories and attributes
- Price and stock consistency
Landing pages
What happens after the click.
- Consistency between the ad and the page
- Load time and mobile journey
- Forms and conversion steps
Consent and tags
The foundation of all measurement.
- Consent banner and Consent Mode
- Google Ads, Analytics and Tag Manager tags
- Enhanced conversions
When to run an audit?
An audit helps you make a decision: fix, restructure or invest more. These situations come up often.
Acquisition cost is drifting
Results are getting worse with no visible change in the campaigns, and no one can say why.
The numbers no longer match
The platform, the analytics tool and the back office no longer tell the same story.
A team or agency is changing
A shared assessment before taking over campaign management, rather than assumptions.
Budgets are about to increase
Check that structure and measurement hold up before investing more.
From first look to roadmap.
A single audit in three stages, ending with an action plan shared with your teams.
First look
What can be seen from the outside, to focus the audit and request the right access.
Analysis
With your access, every point in the scope is reviewed.
Debrief
Actions ranked by priority, then presented and discussed with your teams.
Let's talk about your campaigns.
A few details are enough to get started. Your request goes straight to the JAAB team.
Prefer to write? partners@jaab.co
An audit by the people who run campaigns.
JAAB audits are carried out by the team that manages more than €20 million in campaigns across ten ad platforms, from Google and Meta to TikTok, LinkedIn and ChatGPT. Our recommendations are based on what we apply ourselves.
JAAB works with more than fifty international clients, with a 97% recommendation rate. The agency was founded in 2023 by two former Google and Twitter employees and now has a team of seven.
We prefer to manage for margin rather than for the ROAS reported by the platform: an audit also looks at what the campaigns really bring in.
Google Ads audit, in practice.
01What does a Google Ads audit include?
An analysis of the account and everything around it: campaign structure, conversions, search terms, bidding, budgets, ads, product feed and landing pages. It ends with a presentation deck, a prioritization and remediation roadmap, and a presentation to your teams.
02What do you look at before getting access to the account?
What is visible from the outside: your ads in the Google Ads Transparency Center, your landing pages, the consent banner and the site's tags. This first look focuses the audit before access is requested.
03What access do I need to give for the audit?
Access to the Google Ads account and, depending on the topics, to Google Analytics, Google Tag Manager and Merchant Center. Google Ads offers a read-only access level.
04What do you receive at the end of the audit?
A presentation deck of the findings, a prioritization and remediation roadmap, and a presentation to your teams.
05Can Google Ads be audited along with other ad platforms?
Yes. Each audit addresses a specific need, and a full audit can cover all your platforms and tracking.
06Does the account remain your property?
Yes. The ad account remains the client's property, during the audit as during an ongoing engagement.