Where the budget leaks
- Campaigns that spend but convert nothing
- Search terms that get clicks and spend without converting
- Mobile spend where mobile converts at under 30% of the desktop rate
- Budget use, and impression share lost to budget or rank
Google Ads audit
Find where the budget leaks, and what to change first.
AuditRoger reads your Google Ads account and runs more than 50 checks on spend, search terms, ads, landing pages and tracking. You get a list of changes ranked by what each one is worth.
Google Ads audit
Sign in with Google. AuditRoger reads your account and never changes it.
What you get
- An overview with the score, the grade and the headline numbers
- An action plan with each fix ranked by its value
- A waste calculator for the spend that brought nothing back
- A Data readiness tab: first-party data settings, offline imports and a data strength score
- From your second audit on, what improved and what slipped since the last one
- Export as PDF or PowerPoint, or share a read-only link
50+
checks per audit
Each section is scored from 0 to 100.
30 days
read by default
Re-run it for the last 90 days, 6 months or the last calendar year.
70%
of waste counted as recoverable
The waste buckets overlap, so their total is capped at 80% of spend first.
A–F
grade
90 and above is an A. Below 60 is an F.
What the audit checks
The checks are grouped the way the report is. Sections that don't apply to your account are left out.
Search terms and keywords
- Search terms to add as negatives
- Match types and negative keyword lists
- Quality Score by keyword
- Brand and non-brand spend, split by campaign name
Ads and landing pages
- Ad copy and ad strength
- Assets and extensions
- Landing pages and page speed
- Ads that aren't approved, and risky wording
Tracking and structure
- Conversion tracking and attribution
- Bidding strategy against the account's conversion volume
- Account structure, and the last 14 days of change history
- Performance Max, Shopping and Display checks, and a Video summary, if you run them
- Ads that send traffic to Amazon without an Amazon Attribution tag
First-party data
- Whether the customer data terms are accepted and enhanced conversions for leads is on
- Google tag coverage and Customer Match lists that need refreshing, from Google's own recommendations
- Offline conversion imports that Google rejects, that are stuck pending, or that have stopped
- A data strength score out of 100: our own score, from what Google Ads reports
- When spend spans enough regions with enough conversions, a suggested geo experiment with Google's open-source GeoX
How it works
- 1
Sign in with Google
Google asks for access to your Ads accounts. AuditRoger only reads, and never changes a campaign.
- 2
Pick the account
Choose which of your Google Ads accounts to audit.
- 3
Let it run
The audit runs on our servers, so you can leave the page while it works.
- 4
Fix in order
Start with the action plan. It lists each change, what it's worth and where to make it.
Questions
Does AuditRoger change anything in my account?
No. Google's Ads permission doesn't come in a read-only version, so the consent screen says the app could make changes. AuditRoger only reads. You make every change in the action plan yourself.
How is wasted spend worked out?
The Waste Calculator adds up spend on campaigns with no conversions, search terms with more than 5 clicks and more than 10 in spend that didn't convert, half the spend on keywords with a Quality Score of 5 or less, 30% of mobile spend when mobile has spent more than 100 and converts under 1% of clicks, and spend from 1:00am to 5:59am in hours that brought no conversions. The amounts overlap, so the total is capped at 80% of spend, and we estimate 70% of it can be recovered.
What if my conversion tracking is wrong?
The audit checks conversion tracking too. If it's missing or broken, spend will look wasted when it isn't, so fix tracking before you cut budgets.
Is the data strength score Google's Data Strength?
No. Google doesn't make its Data Strength rating available through the Google Ads API, and it doesn't report whether enhanced conversions for web is on. The Data readiness tab scores the settings Google Ads does report, out of 100, and says which ones it couldn't read.
Guides
Connect Google Ads and GA4One Google sign-in connects both Google Ads and GA4. What each permission means, how manager (MCC) accounts are listed, and how to disconnect.How the audit score worksWhat goes into the audit score and grade on Google Ads and GA4 (and Meta Ads, once it opens), and why scores don't compare across platforms.How wasted spend is countedThe rules behind the wasted spend figure on Google Ads, Meta Ads and Amazon PPC, what each one counts, and when it can overstate the problem.Tag Google ads that send traffic to AmazonWhy Google ads that link to Amazon without an Attribution tag hide your sales, what the Google Ads audit checks, and how to add the tags.
The rest of AuditRoger
Meta Ads audit (Coming soon)Spend with no results, creative fatigue and structure.GA4 auditTracking health, the Google Ads link and data quality.Amazon PPC audit (Beta)Searches that never sell, sell at a loss, or should be harvested.Audit reportsRanked fixes, comparisons, share links and client reports.Roger AIAnswers from your own audits, with their sources.
Run your first audit free
The free plan includes one scored audit of Google Ads or GA4 (Meta Ads is coming soon), with a rule-based summary. No card needed.