Running Google Ads can help businesses generate leads, increase sales, and reach the right audience quickly. However, even a well-funded campaign can struggle if it is not set up or managed properly. Small issues such as poor keyword targeting, weak ad copy, incorrect bidding strategies, or broken conversion tracking can waste a significant portion of your budget. This is why hiring a Google Adwords Expert to audit your account is often one of the smartest investments a business can make. A professional audit helps uncover hidden problems, improve performance, and identify opportunities for growth.
Importance of Conducting a Google Ads Audit
Typically, companies think their campaigns perform well based solely on receiving clicks. Despite receiving clicks from users, clicks do not guarantee businesses get results. The purpose of an audit of your account is to thoroughly review and evaluate campaigns so you can see if your ad dollars are delivering you any meaningful return.
Auditing Google Ads accounts includes an analysis of the performance of each campaign’s structure and organization, performance of keywords used in campaigns, performance of ads within campaigns, audience targeting used in campaigns, bidding strategy(s) used in campaigns, and the conversion tracking for each campaign. A thorough audit enables companies to see all the ways their ad spend is being wasted, as well as expose all the ways that improvements can be made that would produce more conversions, without necessarily having to spend more on their AdWords budget.
Lastly, audits help advertisers better understand what is working well and what requires further attention prior to any more extensive issues affecting the performance of the campaign.
The Importance of Having Experienced Professionals
When you’re searching for a new PPC Specialist, make sure to put experience towards the top of your list in determining who would be your best fit. A PPC expert who has years of experience has likely worked in multiple industries and has developed an understanding of how each industry behaves when it comes to paid advertising campaigns. An experienced PPC Specialist will spot problems with campaign setup, keyword targeting and ad copy that would have gone missed had the person performing these audits been inexperienced as well.
Request to see prior case studies and testimonials that demonstrate an increase in respective metrics such as clicks, conversions and decreases in the cost per acquisition. Having a PPC Specialist with experience will give you confidence that audits will not only be based on theory, but will be based on previously proven methodologies.
Strategic Approach to Google Ads
A professional Google Ads Consultant offers a strategic method for delivering long-term success in your campaign over just finding your mistakes. During a thorough audit, the following areas of your campaign should be reviewed:
Campaign Structure
A well-structured campaign makes tracking the performance of your campaign easier and therefore, an expert will determine if your ad groups are thematically aligned with each other and if your keywords are matched to what you want to accomplish.
Quality Score Optimization
Your Quality Score affects your cost and visibility. A consultant should analyze possible improvement factors (ad relevance, landing page user experience and expected CTR) to help you improve your quality score.
Ad Copy and Testing
Strong ad copy helps you acquire more engagement. The expert will review the quality of your Headline text, Description text, and Call To Action text and will complete A/B Tests of those elements to provide information about which ones resonate with your audience.
Audience Targeting
The more accurate the targeting of each audience segment, the higher the likelihood your Advertising will be delivered to that audience segment. A good audit includes a thorough examination of all demographic filters, remarketing lists, and custom audiences that you have in place, yielding maximized audience relevance.
Insights Based on Data
An audit has no relevance unless it produces actionable suggestions. The independent reviewer must produce unambiguous reports which show both assets & liabilities using data only, not estimations.
You should expect to see:
- Performance dashboards displaying key metrics
- Recommendations linked to ROI improvement
- Forecasts estimating future growth as a consequence of your changes
Do not utilize consultants who provide generic suggestions which will not be customized for your account.
Communication & Transparency
The best professionals simplify their explanations of findings. They will take you through the audit process step-by-step, pointing out what is working & what needs improvement. Through transparency, trust is built, and you understand the value of the recommendations made.
Good communication also includes providing a roadmap to implement the recommendations. An audit is the beginning; however implementation requires detailed instructions about how to implement the recommendations.
Partnership with a Leading PPC Agency
Working closely with an expert who was previously or still is affiliated with the leading performance advertising agency will improve the validity of your relationship. Larger PPC agencies typically have access to higher-end/advanced tools, beta features, and insider information that independent consultants do not have access to. An organization who partners with or utilizes the services of the best PPC company will receive a competitive advantage when it comes to marketing their business through PPC campaigns.
Beware of Red Flags
There are many reasons why a particular consultant may not be a good fit for your organization. Some red flags include:
- Overpromising results without proof
- No Certifications from Google Ads
- Vague reporting (i.e., no clear next steps)
- Providing One Size Fits All Solutions regardless of the type of the business model
All of the above would indicate that the Expert may not provide the same Value to you as you are expecting.
Beyond the Audit: Long Term Value
A Professional Audit is more than just a way to identify issues that need to be fixed; it is a way to establish a foundation for long-term future growth. A Quality PPC Agency will assist you with developing:
- Scalable B2B Campaigns that can adapt to the growth of your business
- New Growth Opportunities, e.g., remarketing and display advertising
- Keeping You Current with All Google Ads Changes and Trends in the Industry
- Training Internal Staff to Execute and Maintain Best Practices
By focusing on the Future and Long Term, you will receive a good value for your investment in a Professional Audit.
Selecting the Right Expert
Consider both the technical abilities and the fit with your company culture when selecting an expert for your company or your business; finding someone who knows your industry and communicates well will help you collaborate and build trust while keeping your budget in mind too. Set up an initial consultation to see how they will provide you with a proposal or plan. Ask about their approach to your project, report, and their process for measuring success. The greatest success can be achieved when you collaborate; both you and your consultant have valuable input in business goals, customer interactions, and brand messaging but these should not overshadow each other’s technical skills.
Conclusion
When hiring someone to conduct a google adwords audit, you may not only have what you need to repair errors that have occurred. You will also have the tools needed to release your capabilities for future growth and ensure that you are using the funds assigned to your ad spend wisely. When you hire an individual who has established themselves as a successful Google Adwords Expert with strategic planning skills and has demonstrated effective and clear communication, you will help to ensure that the success of your google advertising is extended well into the future.