--- title: "Free Google Ads Audit UK | Account Review & Checklist" description: "A free Google Ads audit for UK small businesses: read-only access, ten checks from tracking to search terms, and a straight answer on what is wasting money." canonical: https://lucentdigital.co.uk/google-ads-audit --- 1. [Home](https://lucentdigital.co.uk/) 2. [Services](https://lucentdigital.co.uk/services) 3. Free Google Ads audit for UK… # Free Google Ads audit for UK small businesses Read-only access. A straight answer. [Request a free Google Ads audit](https://lucentdigital.co.uk/contact) Trusted by Procon 24/7, Headingley Roofing, Birkinshaw Aesthetics, Andrews of Holmfirth, Dunnrite Scaffolding, Unique Support Solutions, ProMax Roofing, Liv's Lounge, Pontefract Padel If you already advertise on Google, David Domingos will review the account with read-only access: conversion tracking, settings, search terms, structure, ads and the landing page. You get the faults costing you the most money, in order, and what to fix first. There is no obligation to hire Lucent afterwards. Read-only access that you grant and can remove. Nothing in the account is changed during the audit. ## Who the Google Ads audit is for The audit is for businesses already spending on Google Ads who suspect the account is not doing what the reports say. If you have not started yet, the Google Ads management page explains the readiness check instead. ### Worth doing if - You spend on Google Ads now, or did recently. - The account reports conversions but the phone and inbox do not agree. - Cost per enquiry has risen and nobody can say why. - An agency or freelancer runs the account and you want a second opinion. - You are about to raise the budget and want to know it is safe to. - You are unsure who owns or has access to the account. ### It will not help much if - You have never run Google Ads: there is no data to audit yet. - You want a guaranteed plan to double enquiries: no honest audit offers that. - You cannot grant access to the account. - You need an audit of Meta, LinkedIn or Microsoft Ads accounts. Not advertising yet? Start with the Google Ads management page, where the free audit checks the website, tracking and auction before any spend. *Illustration: Google Ads audit checklist* *Illustration: the checks every audit starts with. Example results.* - Live in ten working days - Fixed price, in writing, before anything starts - One person accountable - Replies within one working day - Your account, your card, your site - Leeds, working UK-wide ## Tracking is where most accounts go wrong On the Procon 24/7 account, a site rebuild once silently stopped the Google Ads conversions firing until it was caught, and call tracking arrived months later than it should have. The account's figures stayed trustworthy only because results were checked against the client's own revenue reports rather than the platform. That is why every audit starts with tracking. **What is on record:** Over nearly five years that account recorded the figures below in the client's own reports. One client's result, not a forecast, and not a promise of what an audit will find. [Read the documented Google Ads result →](https://lucentdigital.co.uk/work/procon-247) ## What the Google Ads audit checks Ten checks, in the order that matters. The first two decide whether any number in the account can be trusted, so they come before anything about keywords or bids. 01 ### 1. Ownership and access Who owns the account, who holds admin access, and who pays Google. An account you do not own is the first thing to fix. 02 ### 2. Conversion actions Whether the primary conversion fires on a real enquiry, only once, and is not inflated by page views, button clicks, duplicate tags or spam form fills. Calls counted by duration, not by tap. 03 ### 3. Enhanced conversions and offline imports Whether won customers can be matched back to ad clicks, so bidding learns from sales rather than form fills. 04 ### 4. Campaign settings Location targeting set to people in your area rather than people interested in it, the networks in use, and auto-applied recommendations that change the account without anyone deciding to. 05 ### 5. Search terms and negatives What the account actually pays for, line by line, and whether irrelevant searches are being excluded. 06 ### 6. Structure and match types Whether ad groups are themed tightly enough for the ads to match the searches, and whether broad match is running without the conversion data it needs. 07 ### 7. Ads and assets Whether ads say what the landing page says, and whether call, sitelink and location assets are in place where they help. 08 ### 8. The landing page Whether the page matches the ad, loads quickly on a phone and makes the next step obvious. 09 ### 9. Budget and bidding Whether the bid strategy suits the volume and quality of conversion data, and whether budget is capped where it should be. 10 ### 10. Reporting Whether the monthly report leads with enquiries and cost per enquiry, or with clicks and impressions. The full reasoning behind each check is in the journal: what a Google Ads audit should check. ## What the audit judges the account on The same measures a well-run account should report every month, so the audit tells you what the account is actually producing. 1. 01 **Whether the conversion count reflects real enquiries and sales** 2. 02 **Cost per real enquiry, recalculated where tracking is inflated** 3. 03 **Spend on irrelevant searches** 4. 04 **Settings working against the business** 5. 05 **Clicks and click-through rate as context only** ## How the free audit runs 01 ### Send the request 01 · Request Tell David the business, the website and roughly what you spend. No call is booked at this stage. 02 ### Grant read-only access 02 · Access You add read-only access from your own Google Ads account. Nothing is changed. 03 ### Ten checks 03 · Review Tracking first, then settings, search terms, structure, ads, the landing page, bidding and reporting. 04 ### A 30-minute call 04 · Findings The faults in order of cost, what to fix first, and a straight answer on whether the account needs outside help at all. ## What you get back from the audit A short, ordered list rather than a long report: the faults costing the most money first, and what to do about each one. 01 ### The faults, ordered by money The problems costing the most first, with the evidence from your own account for each one. 02 ### Tracking verdict Whether the conversion numbers can be trusted, and what a corrected cost per enquiry looks like where they cannot. 03 ### Wasted search terms The searches you are paying for that no customer of yours would make, and the negatives to add. 04 ### Settings to change Location, network, recommendation and bidding settings that are working against the business. 05 ### Landing page notes Where the page and the ad disagree, and what stops a visitor from getting in touch. 06 ### A straight next step Fix it yourself, ask your current agency to fix it, or talk about Lucent running it. All three are valid answers. ## Google Ads audit questions Access, cost, what happens afterwards, and what an audit cannot tell you. **Not answered here?** Ask David directly. He replies himself, usually within one working day. [Ask David](https://lucentdigital.co.uk/contact) **01 Is the Google Ads audit really free?** Yes. There is no fee and no obligation to hire Lucent afterwards. It exists because the fastest way to show how an account should be run is to look at yours. **02 What access do you need?** Read-only access to your Google Ads account, which you grant from your own account settings and can remove at any time. Access to Google Analytics or Tag Manager helps with the tracking checks but is not required. **03 Will you change anything in my account?** No. The audit is read-only. Any change is yours to make, or your current agency's, or Lucent's if you later decide to work together. **04 What does a Google Ads audit check?** Ownership and access, conversion tracking, enhanced conversions and offline imports, campaign settings, search terms and negatives, structure and match types, ads and assets, the landing page, budget and bidding, and reporting. Tracking comes first because it decides whether any other number can be trusted. **05 My agency runs the account. Is a second opinion awkward?** It is your account and you are entitled to know how it is run. The findings are written so you can take them to your current agency. Plenty of audits end with advice to stay where you are and fix two settings. **06 Can you audit a Performance Max campaign?** Yes, within what Performance Max shows. The most important check is the same: whether the conversions it is optimising towards are real enquiries or sales. **07 Can the audit guarantee more enquiries?** No. An audit finds faults and wasted spend. What the account produces after they are fixed depends on your market, your offer and your website. ## What clients actually say. **5.0** [5 Google reviews](https://search.google.com/local/reviews?placeid=ChIJ1TqYJg6BfE0RpHIlj2Dkrcc) > Within two weeks of launching the new site, we saw a 37% increase in quote requests. > > *David Grayshon, Procon 24/7* > He researched our sector before writing a single word, and asked better questions than agencies three times his size. > > *Neil Gallagher, Google review* > We didn't think a website could feel like us, but this does. Our regulars kept saying it looks exactly like Andrews. > > *Johnny Hunt, Andrews of Holmfirth* > He wanted me to be the most satisfied client he had, because he wasn't going to let that referral down. > > *Paul Hughes, ProMax Roofing* ## Related Google Ads pages - [**What a Google Ads audit should check** The ten-point checklist in full, with what bad looks like for each.](https://lucentdigital.co.uk/journal/what-a-google-ads-audit-should-check) - [**Why Google Ads conversions are wrong** Seven tracking faults and how to fix them.](https://lucentdigital.co.uk/journal/why-google-ads-conversions-are-wrong) - [**Google Ads management** How accounts are run once the audit is done.](https://lucentdigital.co.uk/ppc-management) - [**Google Ads consultant** One person running your account, in your name.](https://lucentdigital.co.uk/google-ads-consultant) - [**Procon 24/7: Google Ads case study** Why tracking checked against real revenue matters.](https://lucentdigital.co.uk/work/procon-247) ## Find out what your Google Ads account is really doing. Read-only access, ten checks, and the faults costing the most money first. No fee and no obligation. Nothing in your account is changed. You remove access afterwards. [Request a free Google Ads audit](https://lucentdigital.co.uk/contact) [Or book the free audit](https://lucentdigital.co.uk/contact) [07511 184265](tel:07511184265)