Google Partner
Senior Consultant review, not AI
Ready Only Access
Based in Co. Clare
No Obligation
Request your Google Ads account review/audit
Takes 60 seconds. We confirm within one working day.
Read-only access. We never make a change to your account, and you can remove us in two clicks.
Want the full 49-point audit instead? → select the paid option.
How much of your Google Ads budget is actually generating business?
Most Google Ads accounts are set up once and then left to run. That is not negligence — it is what happens when the person responsible for the account also runs the business.
The trouble is that Google’s defaults are designed to spend your budget, not to protect it, and the settings that cost the most are switched on the day the account is created. Even well-established accounts accumulate wasted spend, irrelevant search terms, broken conversion tracking and targeting settings that quietly reduce performance.
Signs your Google Ads account is worth reviewing
- Enquiries have fallen but your spend has not
- Your cost per enquiry keeps creeping up, month after month
- You are getting enquiries from the wrong places, or for work you do not do
- Google reports conversions you cannot match to anything in your inbox
- Performance Max is spending well but you cannot see where the results come from
- An agency manages the account and you would like a second opinion
- Nobody has properly reviewed the account in six to twelve months
- You keep increasing the budget without seeing a matching increase in work
If two or more of those sound familiar, an hour of someone experienced looking at the account will tell you more than another month of running it.
Are your Google Ads conversions actually business leads?
This is the question most audits skip.
A campaign can look successful inside Google Ads while producing enquiries that go nowhere. The dashboard counts conversions. It cannot tell you whether those conversions were real people with real budgets, or the same person filling in your form three times, or a phone call that lasted four seconds because they had the wrong number.
We review not just how many conversions Google reports, but whether the tracking reflects the actions that actually matter to your business:
- Are form submissions counted once each, or once per attempt?
- Are phone calls tracked, and do very short calls count as leads?
- Is the same enquiry being counted twice — once by Google Ads, once by an imported Analytics goal?
- Is Google optimising towards a genuine enquiry, or towards a page view?
- Do your GA4 key events and your Google Ads conversions agree with each other?
- Are bookings, quote requests and purchases each measured separately, or lumped together?
- Where leads close offline, is any of that fed back into the account?
Everything Google does with your budget is driven by that data. If the data is wrong, the automation is confidently spending your money in the wrong direction — and it will keep doing it until somebody looks.
What We Audit
Forty-nine checks across nine areas. In the free review we work through the twelve that most often turn out to be the problem. In the full audit we work through all of them.
| # | Area | Card Copy |
|---|---|---|
| 1 | Conversion tracking & analytics | Google Ads conversions, GA4, forms, phone calls and key events — making sure Google is optimising towards actions that actually matter to your business. |
| 2 | Campaign settings & targeting | Locations, languages, networks, devices, ad scheduling. The defaults that quietly spend budget outside your market. |
| 3 | Keywords & search terms | What you are actually paying for, versus what you think you are bidding on. Irrelevant terms, negative keyword gaps, brand versus non-brand. |
| 4 | Ad copy & assets | Ad strength, sitelinks, callouts, call and location assets. Whether your ads are earning the click or buying it. |
| 5 | Bidding & budgets | Whether your bid strategy suits your conversion volume, and how much of the market you are missing because of budget rather than bid. |
| 6 | Performance Max & Shopping | Brand exclusions, search themes, asset groups, feed health. Where the automation is spending without supervision. |
| 7 | Landing pages & lead handling | Does the page match the ad, load quickly on a phone, and make it easy to enquire? Where the click stops turning into a lead. |
| 8 | Competitors & auction insights | Who you are actually bidding against, how much of the market you hold, and whether anyone is bidding on your company name. |
| 9 | Account hygiene | Change history, and who still has access — including agencies and staff who left. |
We audit Search, Performance Max, Shopping, Display, Demand Gen and Video. Performance Max gets particular attention, because it is the campaign type that spends the most while showing business owners the least. We do not audit Meta, LinkedIn or TikTok advertising — we do not run those channels, so we are not the right people to review them.
Google Ads Audit Tiers
Most people start with the free review. Take the full audit if you want the complete diagnostic in your hands — particularly if someone else manages the account and you want an independent read on it.
Comparison table — the most important block on the page:
| Free Account Review | Independant Google Ads Audit | |
|---|---|---|
| Price | Free | €595 + VAT |
| Checks | 12 highest-impact checks | All 49 checks, 9 areas |
| Data reviewed | Last 30 days | Last 90 days, plus a 12-month trend |
| Avoidable spend | Indicative range | Calculated and itemised by cause |
| Written report | One-page summary | Full report, PDF |
| Working document | - | The complete audit workbook, yours to keep |
| Ranked fix list | Top 3 priorities | Every finding, ranked by monthly impact |
| Review call | 15 minutes | 60 minutes |
| Turnaround | 3 working days | 5-10 working days |
| Who it suits | Advertisers spending €1,000+ a month who want to know if there is a problem | Anyone who wants the full diagnostic, including as a second opinion on an existing agency |
If you appoint us to manage the account within 30 days, the €595 comes straight off your management fee. In practice the audit costs you nothing if you decide to work with us, and it is a standalone piece of work if you do not. Either way the report is yours.
Google Ads Audit - What You Receive
Not forty pages of screenshots from the Google Ads interface. Three things:
Your Google Ads Health Score
A score out of 100, broken down across the nine areas, so you can see at a glance which part of the account is dragging the rest down. Areas that do not apply to your business are excluded rather than counted against you.
Your estimated avoidable spend
What we can identify as spend attached to irrelevant searches, unsuitable targeting, poorly performing placements and other preventable inefficiencies — with an estimate of what those issues are costing you each month.
A ranked fix list
Every issue we find, ordered by monthly impact, each with the fix, the effort involved, and whether it is something you can do yourself or something that needs an experienced hand.
A word on the avoidable spend figure. A click that did not produce a tracked conversion is not automatically wasted money — B2B buying journeys are long, phone calls get missed, and people come back on a different device. So we only count spend we can defend as avoidable: searches, locations and placements you would not have chosen. The real figure is usually higher than the one we give you. We would rather under-claim it and have you act on it.
Google Ads Audit - Example Output
Here is an anonymised sample report, with the figures changed. It shows the health score, the avoidable spend breakdown, the twelve-month trend and how findings are written up — including what we recommend you do about each one.
Google Ads Audit - How it Works
4-step timeline:
Step 1 — You fill in the form (60 seconds) Name, email, phone, website, and roughly what you spend per month.
Step 2 — You give us read-only access (5 minutes) We email you step-by-step instructions. You send us your 10-digit Google Ads Customer ID and approve our access request. We can only look — we cannot change anything, we cannot see your card details, and you can remove us in two clicks at any point.
Step 3 — We review the account (3 working days, or approx 5 for the full audit) A senior consultant goes through the checks personally. No automated tool output.
Step 4 — We talk you through it (15 minutes, or an hour for the full audit) A call over Google Meet where we go through what we found and answer questions. If you would rather just have the documents and no call/online meeting, say so on the form and that is exactly what happens.
Google Ads Audit - Who is it for - Is this Right for You?
Yes, if…
- You are spending €1,000 or more per month on Google Ads
- The account has been running at least 90 days, so there is data to look at
- You are generating enquiries, sales or bookings — not just brand awareness
- You suspect the account is underperforming but cannot tell where
- You are based in Ireland, or you are an Irish business advertising into the UK or EU
Probably not, if…
- Your account is brand new or spending under €1,000 a month. There is not enough data yet, and honestly you do not need an audit — you need a proper build
- You want us to audit a competitor’s account. We cannot, and neither can anyone else
- You are looking for a free strategy session with no intention of changing anything
Spending under €1,000 a month? Say so on the form anyway. We will send you a short self-check list you can work through yourself, free, and you are welcome to come back when the budget grows.
Independent second opinion
Already have an agency? That is fine.
A good number of the audits we do are second opinions, and there is nothing awkward about it.
An independent review does one of two things. It confirms the account is being managed well — which is genuinely worth knowing, and worth paying €595 to know for certain. Or it gives you a short list of specific, evidenced questions worth putting to your current provider.
We are equally happy to tell you that things are working. If we open an account and find it in good shape, the report will say so in the first paragraph, and the conversation becomes about growth rather than repair.
We do not contact your existing agency, and we do not need to know who they are.
What we do not do
We are not auditing your Google optimisation score
Google’s optimisation score tells you how closely you are following Google’s own recommendations. It does not tell you whether those recommendations make commercial sense for your business.
Several of the changes we most often recommend — switching off network expansion, tightening match types, applying brand exclusions to Performance Max — will lower your optimisation score. They will also, in our experience, lower your cost per enquiry.
We look at leads, cost, targeting and commercial outcomes. Google’s score is measuring something else.
Why Agile Digital Strategy?
We work in the Irish market. County-level search behaviour, location settings that actually match where you can send a van, VAT-registered B2B buyers, and the difference between a Limerick search and a Dublin one.
A senior consultant does the review — personally. There are free tools that will scan your account and produce forty pages of automated warnings. We have used them. They cannot tell the difference between a keyword that looks wasteful and one that closes your biggest deals. Your account is reviewed by an experienced Google Ads consultant, and it is the same person on the call. No junior handover.
We charge a flat management fee, not a percentage of your spend. Agencies paid a percentage of ad spend have a structural reason to want your spend to go up. We do not. Our management fee is a flat monthly amount, whatever you spend.
You own your account. Always. We link to your account through our Google Partner manager account. You keep ownership, billing and history. If we ever part ways you keep everything — there is nothing for us to take with us.
Google Ads and Microsoft Ads, plus the search side. We are an SEO and paid search consultancy, which is why the audit covers landing pages and lead handling and not just the auction. We do not do social media advertising or website builds.
Frequently Asked Questions
The free review covers the twelve checks that most often turn out to be the problem, using the last 30 days of data, and gives you a one-page summary and a short call. The full audit covers all 49 checks across 90 days plus a twelve-month trend, and gives you an itemised avoidable spend figure, a written report, the complete workbook and an hour to go through it. The free review tells you whether there is a problem. The audit tells you exactly what it is and what to do about it.
Yes. No fee, no obligation, and you are not signed up to anything. It takes us about an hour, and we do it because a share of the businesses we review ask us to look further.
Because it is at least four hours of senior consultant time and a real deliverable, and because it is designed to stand on its own — including for people who have an agency already and want an independent read. Charging for it is what keeps it independent. If you would rather start with something free, start with the review.
Read-only access to your Google Ads account, granted either by approving a link request from our Google Partner manager account or by adding our email as a read-only user. Read-only means exactly that — we can view your account, we cannot change a setting, pause a campaign, or spend a cent. We never get access to your payment card or bank details. You can remove our access in two clicks, at any time, without telling us.
No. A manager account link is a viewing and management permission, not a transfer of ownership. Your account, billing, data and history are unchanged. Removing the link removes us and leaves everything exactly as it was.
It helps a great deal, but it is optional. Google Ads tells us what happened in the auction. GA4 tells us what happened after the click. With both we can tell you which campaigns produce enquiries that actually go somewhere. Viewer access is enough.
Yes, and we pay particular attention to it. Performance Max spends the most and shows business owners the least. We look specifically at whether it has brand exclusions in place, whether it is taking credit for people searching your own company name, and whether the asset groups are actually being used.
Yes, and a good number of ours are second opinions. We give a straight read on the account. If your current agency is doing a good job we will say so — that is a useful thing to know too. We do not contact them and we do not need to know who they are.
Then the review is worth more to you than to anyone else, and we are not going to be rude about it. Every account we have ever opened has had something wrong with it, including our own.
Then you do not have one. Tick the box on the form and we will email you the documents and leave you alone.
Microsoft Ads yes, as a separate piece of work. Meta, LinkedIn and TikTok no — we do not run social advertising, so we are not the right people to review it.
Request your Google Ads account review/audit
Takes 60 seconds. We confirm within one working day.
Read-only access. We never make a change to your account, and you can remove us in two clicks.
Want the full 49-point audit instead? → select the paid option.
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