Google Ads
What a Google Ads account review can reveal
A review is not a rebuild and not a verdict. It is a structured read of what is in the account, and it usually produces a short, ranked list of things worth changing.
An account review is a structured read of what is there. It is not a rebuild, and it is not a verdict on whether the account is good or bad. It is a list of what is happening and what could reasonably change.
Here is what a review normally covers, and what tends to come out of it.
Campaign structure
Most reviews find that the structure has drifted. Campaigns were split for a reason that no longer applies, or never split at all, so one campaign is doing three jobs and cannot be judged on any of them.
Structure matters because it decides where the budget goes and what you are able to learn. A campaign with one clear job can be measured. A campaign doing everything at once cannot.
Keyword targeting and match types
Broad match keywords with no negative keywords behind them are among the most common findings. The account is paying for searches that contain the right words in the wrong order, or in the wrong context entirely.
Reviews usually produce a useful negative keyword list within the first fifteen minutes. It is rarely complicated. It just needs somebody to look.
The search terms report
This is where the money is. Sorting by cost and reading the top of the list answers the question of whether the budget is going where you thought it was.
Conversion tracking configuration
Reviews frequently find that the account optimises towards an action that fires too easily. Occasionally there is no conversion tracking at all and the account has been running on clicks.
Correcting this usually changes results more than any bid adjustment will.
Spend allocation
Where the budget sits is not always where the value is. A review compares spend against results by campaign, device and location. It is common to find a location or a device quietly underperforming while carrying a meaningful share of the spend.
Bidding strategy
Bidding strategies are chosen for the account you had, not the account you have. A strategy set up when the account was small can hold it back later, and the reverse happens too.
What comes out of it
A short, ranked list. Not everything needs attention at once, and some findings are worth leaving alone deliberately. The value of the review is the order, not the length.
Our free audit is a conversation through all of this on your own account. If you need it written up formally, with a recommendations document and a screen recording walkthrough, we can quote for that separately.
Sources and further reading
The review areas above follow the reports Google documents in its own Help Centre.
Want this checked on your own account?
A free audit is thirty minutes with a specialist who will look at your campaigns and tell you what they see. There is no charge and nothing to commit to.
