7 Reasons You Need a Google Ads Audit (That Go Beyond the Basics)

7 Sneaky Reasons Your Google Ads Account Needs an Audit (Even If It Looks Fine)

You’ve got campaigns running. Tracking’s in place. Conversions trickle in here and there. But something feels... off. You’re wondering:

“Are my ads actually doing their job—or just coasting?”

Truth bomb: Most accounts look fine on the surface—but are quietly leaking ad spend or missing big opportunities to scale.

Whether you're managing ads solo or have someone else doing it, a proper audit goes way deeper than “Are the campaigns on?” It uncovers where things are stuck, where money’s being wasted, and what could actually move the needle.

Let’s break down 7 common (but overlooked) issues I see when auditing Google Ads accounts:

1. You’re Likely Wasting Money Without Realizing It
Even solid accounts can blow 20–40% of their budget on junk traffic.
- Broad match keywords with no negatives
- Irrelevant search terms
- PMax campaigns serving on random apps or YouTube videos

An audit helps you plug those holes—so your dollars go further.

2. Your Campaigns Might Be Competing With Each Other
Without the right structure, your ads can end up bidding against themselves. That means:
- Higher CPCs
- Messy data
- Fewer conversions

Audits clarify your keyword strategy so your campaigns work smarter, not harder.

3. Performance Max Might Be Holding You Back
PMax is powerful if it's set up right. But if you're not feeding it strong signals or checking how it's spending—there’s a good chance it’s prioritizing low-intent placements.

A smart audit checks:
– Audience signals
– Feed quality
– Channel breakdown
– Asset performance

So you can stop wasting money in the wrong places.

4. You’re Missing Out on Prime SERP Real Estate
Ad extensions matter. And most businesses underuse them.
A quick audit can reveal:
– Missing sitelinks or callouts
– Outdated copy
– Easy wins to boost your click-through rate

5. You’re Tracking the Wrong Conversions
Are you tracking leads—or qualified leads? Are you tracking purchases—but not profits?

An audit doesn’t just check if tracking is working. It checks if you’re optimizing for the right outcomes.

6. Your Targeting Might Be Too Broad—or Way Too Narrow
Many accounts rely on Google’s automation alone. That’s risky. Layering in smart audiences (past converters, site visitors, in-market segments) can improve performance big time.

An audit shows you where your targeting is off—or where your exclusions are holding you back.

7. You’re Missing the Bigger Strategy
Even great campaigns underperform when they’re not aligned with your business goals.
An audit zooms out to ask:
– Are you seasonally aligned?
– Is your bidding strategy still relevant?
– Are you learning from search terms + auction insights?

Bottom line? You don’t know what you don’t know—until you audit.
A strategic audit gives you the clarity to stop wasting money and start scaling—without increasing your budget.

👉 Not sure if your ads are actually working—or just getting by?

Let me take a look and show you exactly what’s helping, what’s hurting, and where your best opportunities are hiding.

Book a strategy call with me so we can get started together.