Poptag Google Ads Audit
A forensic review of your Google Ads account — tracking, structure, bidding, keywords, creative, Shopping, and budget efficiency.
Your Google Ads account is a revenue engine — but without regular expert analysis, even good accounts accumulate waste. Misattributed conversions, poorly matched search terms, underperforming campaigns, and budget leaks silently erode your ROAS.
We conduct a deep, forensic audit across ten critical areas of your Google Ads account — from conversion tracking accuracy to keyword strategy, bidding optimisation, and creative performance. Every finding is backed by data and comes with a clear, prioritised recommendation.
This is not a surface-level scorecard. It’s a hands-on analysis of your account, benchmarked against industry best practices and competitive reality, with actionable steps you can implement immediately.
What the Audit Covers
01 Conversion Tracking & Attribution
Primary vs secondary conversion actions • Duplicate conversion detection • Enhanced conversions verification • GA4 ↔ Google Ads linking • Consent Mode V2 compliance • Attribution model assessment • Conversion lag analysis • Server-side tracking evaluation
02 Account Structure & Settings
Campaign architecture • Ad group organisation • Geographic targeting accuracy • Language and audience settings • Network settings • Brand vs non-brand segmentation • Ad schedule and device adjustments
03 Bidding Strategy Analysis
Bidding strategy appropriateness by goal • Target CPA / ROAS threshold evaluation • Learning period assessment • Manual vs automated opportunities • Portfolio bidding review • Impression share analysis
04 Keyword Strategy & Search Terms
Match type distribution • Search term relevance (90-day analysis) • Negative keyword gaps • Wasted spend identification • Keyword cannibalisation • Quality Score distribution • Long-tail opportunities • Competitor keyword overlap
05 Ad Creative & Extensions
RSA asset quality • Ad strength scores • Copy relevance to keywords • CTA effectiveness • Sitelinks, callouts, structured snippets • Image extensions • Ad rotation and testing strategy
06 Shopping & Performance Max
Product feed quality • Feed attribute completeness • Product segmentation strategy • PMax asset group structure • Channel distribution analysis • Search term visibility • Standard Shopping vs PMax overlap
07 Budget Allocation & Efficiency
Budget-to-performance mapping • Limited by Budget analysis • Diminishing returns identification • Wasted spend quantification • Marginal CPA/ROAS modelling • Day and hour performance patterns • Budget pacing
08 Audience Targeting & Remarketing
Audience list health • Remarketing strategy • Customer match utilisation • In-market and affinity layering • Lookalike audiences • Audience exclusions • First-party data integration
09 Landing Page Alignment
Ad-to-landing-page message match • Landing page speed and mobile UX • Conversion action clarity • Quality Score impact analysis • Post-click journey evaluation • A/B testing opportunities
10 Competitive & Market Analysis
Auction Insights benchmarking • Competitor ad copy analysis • Impression share opportunity • Competitive keyword gaps • Industry CPC and conversion benchmarking
What You Get Back
1. Comprehensive Audit Report
A detailed document covering all ten audit areas with data tables, annotated screenshots, specific findings, and clear recommendations for each issue identified.
2. Executive Summary
A one-page overview of the most critical findings and top five priorities — the changes that will have the biggest impact on your ROAS.
3. Prioritised Action Plan
Every recommendation categorised by impact and effort: quick wins, medium-term improvements, and strategic enhancements. Each includes estimated revenue impact.
4. Wasted Spend Analysis
A detailed breakdown of where your budget is being wasted — irrelevant search terms, poor placements, underperforming campaigns — with estimated monthly savings from each fix.
5. Walkthrough Presentation
A 30-minute call to walk through the findings, answer questions, and discuss implementation priorities together.
Process & Timeline
Total turnaround: 5–7 business days from receiving account access.
| Phase | What Happens | Duration |
|---|---|---|
| Discovery | Collect Google Ads access, GA4 credentials, conversion goals, and target KPIs. | Day 1 |
| Data Pull | Extract performance data, search terms, auction insights, and conversion paths. | Days 1–2 |
| Deep Dive | Forensic analysis of every campaign, ad group, keyword, creative, tracking setup, and budget allocation. | Days 2–5 |
| Report | Compile comprehensive report with data-backed recommendations and wasted spend analysis. | Day 5–6 |
| Walkthrough | Present findings, answer questions, and plan implementation together. | Day 6–7 |
Why Poptag
25+
Years Experience
R1M+
Monthly Ad Revenue
300+
Marketing Awards
Poptag is an award-winning e-commerce growth agency specialising in Google Ads management and Shopify optimisation for e-commerce businesses globally. We manage over R1 million in monthly ad revenue across our client portfolio.
Our audits combine AI-powered data analysis with 30 years of hands-on digital marketing experience. Our AI processes thousands of data points — search terms, bidding signals, conversion paths, competitive benchmarks — at a depth that manual review simply cannot match. Our human expertise then interprets those findings through decades of campaign management to prioritise by real business impact.
Notable results: Fox Racing +1,886% revenue • James Jewellery +1,983% growth • Royal Albartross +398% Google Ads sales • Disc Golf Deals USA +86% revenue
Get Started
Ready to find out where your Google Ads budget is really going?
1. Contact us to discuss your account
2. Share Google Ads account access and your target KPIs
3. We begin within 24 hours of receiving access