How is this different from a free audit?

Free audits are often automated or built to start a sales conversation. Ours is a manual, paid standalone service designed to give you an honest picture of what is working, what is wasting spend, and what needs fixing first.

Google Ads Audit | Lever Digital

Q: What does a Google Ads audit involve?

A Google Ads audit is a thorough review of your paid search account. We examine campaign structure, keyword strategy, match types, bidding setup, Quality Scores, ad copy, conversion tracking, and competitor context, then turn that into a prioritised action plan.

Q: Should I start with an audit or go straight to management?

If you already run PPC and want clarity before committing to ongoing management, start with the audit. It is especially useful when you are evaluating a new agency, scaling spend, or need an expert second opinion before making changes.

Q: What do I need to provide?

We need read-only access to your Google Ads account and, where relevant, your Google Analytics or GA4 data. We handle the rest, including the analysis, recommendations, and walkthrough.

Why Get a Google Ads Audit from Lever?

Independent, expert analysis: With over a decade of hands-on Google Ads experience across B2B, SaaS, and FinTech, we know what a high-performing account looks like, and we'll tell you honestly how yours compares.

No agenda beyond the truth: This is a standalone paid service. Our job is to give you an accurate picture of your account, not to upsell you into a retainer.

Actionable findings, not a data dump: Every audit comes with clear, prioritised recommendations you can act on immediately, whether you work with us afterwards or not.

B2B-specific benchmarks: We audit against the metrics that actually matter for B2B growth: lead quality, cost per qualified lead, and pipeline contribution, not just CTR.

What Our Google Ads Audit Covers

Account Structure Review

We examine how your campaigns, ad groups, and ads are organised. Poor structure is one of the most common causes of wasted spend, it affects everything from Quality Score to bidding efficiency. We identify structural issues and show you how to fix them.

Keyword Strategy and Match Type Analysis

We analyse your full keyword list: what you're bidding on, what you're not, and what's eating budget without converting. We review match types, search term reports, and negative keyword gaps to show you where irrelevant traffic is slipping through.

Bidding and Budget Efficiency

Whether you're using manual bidding, Target CPA, or Target ROAS, we assess whether your bidding strategy aligns with your business goals. We identify campaigns that are over- or under-funded and flag where budget reallocation would have the biggest impact.

Quality Score Assessment

Low Quality Scores increase your cost per click and reduce your ad visibility. We review your scores at keyword, ad, and landing page level, and pinpoint the specific improvements that will bring them up.

Ad Copy and Creative Review

We assess your current ad copy against best practices for your industry and audience, reviewing headlines, descriptions, extensions, and offer clarity. You'll see exactly where your messaging is letting your targeting down.

Conversion Tracking Audit

Accurate conversion data is the foundation of every optimisation decision. We verify that your tracking is set up correctly, that you're measuring the right events, and that your data isn't being skewed by duplicate conversions or misconfigured goals.

Google Ad Marketing Customer Success Story

“Lever helped us scale from $100,000 ARR to $2,000,000 ARR and growing”

Uplisting is experiencing 100% YoY growth with the help of Lever.

Ready to hit the growth path your business deserves?

If you're ready to find out exactly where your Google Ads account stands, let's talk. Get in touch today and find out how our audit can help you spend smarter and grow faster.

Request an audit today

What You Get from a Lever
Google Ads Audit

A Written Report with Prioritised Recommendations

Not a 40-page data dump you'll never read. A focused, written report that tells you what to fix first and why, with the potential impact of each change clearly explained. Delivered within 7 days of account access.

A 15-Minute Walkthrough Call

Once the report is ready, we walk you through the findings together. You'll leave the call knowing exactly what the issues are, why they matter, and what to do next, whether you action it yourself or bring us in to manage it.

Competitor Analysis

We go beyond your own account. You'll see how your campaigns compare against competitors bidding on the same terms, where you're losing ground, and where there are opportunities to outperform them.

Confidence in Your Data

You'll know whether your conversion tracking is reliable, and if it isn't, exactly what needs to change before you make another optimisation decision based on it.

Lever Digital is proud to be a 2026 UK Paid Media Awards finalist, recognised for outstanding performance-led paid media campaigns across B2B and SaaS.

Let's work together

Partner with an agency that knows what good Google Ads looks like.

Invest in clarity

Stop guessing where your budget is going. Get a definitive answer from specialists who've managed £50M+ in ad spend across SaaS, FinTech, and B2B, delivered as a written report within 7 days.

Build from a solid foundation

Whether you're optimising in-house or planning to bring in an agency, the audit gives you the baseline you need to make smarter decisions. Teams evaluating a new agency, scaling spend, or wanting an expert second opinion before making changes will get the most from it.

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FAQs: Everything You Need to Know About Lever's Google Ads Audit

Whether you're running ads in-house or questioning the performance of your current agency, our audit gives you an honest, expert assessment of where your account stands. Below are the most common questions we get about the service.

Get in touch

1. What does a Google Ads audit involve?

A Google Ads audit is a thorough, expert review of your paid search account. We examine your campaign structure, keyword strategy, match types, bidding setup, Quality Scores, ad copy, conversion tracking, and how your account compares to competitors. The output is a written report with prioritised recommendations and a 15-minute walkthrough call, not a generic checklist.

2. How long does the audit take?

Most audits are delivered within 7 business days of receiving account access. We'll confirm the exact timeline when you get in touch.

3. How is this different from the free audits other agencies offer?

Free audits are typically automated reports or thinly veiled sales pitches. Our audit is carried out manually by experienced PPC specialists, benchmarked against B2B performance standards, and includes a competitor analysis and a personal walkthrough call. You get an honest picture of your account regardless of whether you go on to work with us.

4. Should I start with an audit or go straight to management?

If you're already running PPC and want to understand what is and isn't working before committing to management, start with the audit. If you're ready to hand over management and have reliable tracking in place, go straight to a proposal. The audit is particularly useful for teams evaluating a new agency, scaling spend, or wanting an expert second opinion before making changes.

5. Do I need to be a Lever client to get an audit?

No. The audit is a standalone paid service. There's no retainer required and no obligation to continue working with us afterwards.

6. What do I need to provide?

We'll need read-only access to your Google Ads account and, where relevant, your Google Analytics or GA4 data. That's it. We handle everything else.

Google Ads Audit Agency