Google Ads audit · Read-only · Canada & North America

Google Ads audit. Find the wasted spend.

A read-only audit of your Google Ads account that finds where budget leaks, why, and what to fix first — built for B2B teams whose real goal is pipeline, not clicks.

Start with the free audit → Talk it through

Is this you?

Spend is up. Pipeline isn’t.

Paid search rarely fails loudly. It leaks quietly, a little every day, until someone asks why cost per lead keeps climbing while sales says the leads are junk.

→ Cost per lead is rising and nobody can say exactly why
→ Sales says paid search leads are poor quality
→ Nobody has read the search terms report in months
→ Smart Bidding is on, and you are not sure what it is optimising for
→ Conversions in Google Ads do not match what your CRM says

What you get

A clear list, in the right order.

🔎

Keyword & match-type review

Every search term that triggered your ads, sorted by spend. The ones that could never become customers become negatives.

Layer 1

🎯

Intent alignment

High-intent searches matched against the pages they actually land on. Mismatches cost you twice: lost conversions and pricier clicks.

Layer 2

🧭

User path check

Every final URL crawled for errors, and the top paths clicked through on a phone the way a buyer would.

Layer 3

📐

Tracking integrity

Duplicate conversions, micro-actions counted as leads, and whether offline revenue ever reaches the platform.

Layer 4

How it works

Read-only. Nothing changes until you decide.

The audit works through the four layers of ad waste in the order that matters: tracking first, because every other fix is measured against it.

You get findings ranked by what they cost, not a sixty-page deck. Most accounts have a handful of fixes that account for most of the waste.

1 Connect read-only — view access to the account; we change nothing
2 Audit the four layers — keywords, intent, paths, tracking
3 Rank the findings — by what each one is costing you
4 Hand over the fix list — yours to run, or ours to run with you

Google Ads audits for the searches behind the search

People looking for a Google Ads audit are usually trying to answer something more specific. These are the versions we are asked about most.

Google Ads audit for B2B accounts

B2B paid search has problems consumer accounts rarely face: long sales cycles, small conversion volumes, buying committees, and a gap of months between the click and the revenue. A B2B audit checks whether your conversion actions reflect qualified demand, whether bidding has enough real signal to learn from, and whether closed revenue ever flows back from the CRM. Without that last step, the platform is optimising for form fills. See optimise on revenue, not activity.

Finding Google Ads wasted spend

Published estimates of wasted paid search spend vary, and most skew towards small accounts — a widely cited WordStream study put average waste at around a quarter of budget; Seer Interactive has reported around 15% on irrelevant keywords alone. The range we plan around is 10–30%. The useful question is not the headline number but where yours sits, and a wasted-spend audit answers it by layer, with the dollars attached.

A Google Ads account audit for Canadian businesses

We are based in Canada — Ottawa, Toronto and Victoria — and work with teams across the country and in the US. Nothing about the audit requires being in the same room: access is read-only and the findings are delivered remotely.

Questions

Before you ask.

What does a Google Ads audit include?

A review of the four places waste accumulates: keywords and match types, intent alignment between searches and landing pages, user paths (broken or slow pages), and tracking integrity. You get the findings ranked by cost, and a fix list in order.

Do you need access to change our account?

No. The audit is read-only. Nothing in your account changes unless you decide to act on the findings.

How much does a Google Ads audit cost?

The online demand strategy audit is free and takes about five minutes. A hands-on account audit is scoped after a short conversation, because the work depends on the size and complexity of the account.

How is this different from the audit inside Google Ads?

Google’s own recommendations optimise for Google’s view of performance and do not see your CRM. An independent audit checks whether what Google counts as a conversion actually turns into revenue.

What happens after the audit?

You can run the fixes yourself, or we can run them with you. Where automation makes sense, AI ad management is the natural next step — but only after the account is clean.

Keep reading

Guide

The Google Ads audit: find the 10–30% you are wasting

The step-by-step version of this audit, if you would rather run it yourself.

The four layers of ad waste

Where paid search budgets leak, and why tracking is the quiet killer.

Find the leak.
Then fix it in order.

Five minutes for the free audit. A conversation if you want us to go deeper.