A PPC audit is a one-off, independent review of a Google Ads account. It identifies wasted spend, conversion tracking gaps and structural problems, then ranks the fixes by impact and effort in a written report. No ongoing management is required.
Request an auditThere are two levels: a free basic health check, or a £450 in-depth audit. I do both myself, and the report comes back within 5 working days of you giving me read-only access.
Most Google Ads accounts leak money. Not because the business owner is careless, but because campaigns are often set up once and left to drift — or handed to an agency that set them up years ago and hasn’t revisited the fundamentals since.
A PPC audit is a structured diagnostic. I go through your account with 14 years of hands-on experience and £3M+ in personally managed ad spend, looking for the things that quietly drain your budget: broad match keywords pulling irrelevant traffic, conversion tracking that’s firing incorrectly (or not at all), campaign structures that fight each other, and bids that make no sense given your actual margins.
The output is a clear written report and a prioritised fix list. You can act on it yourself, hand it to your current agency, or work with me. There’s no obligation to do anything else.
A PPC audit starts with conversion tracking, then reviews account structure, search terms and negative keywords, bidding against real margins, ad copy, landing pages, and Performance Max or Shopping where used. Findings are ranked by impact.
In the in-depth audit this is up to 190 individual checks across 15 areas. I only run the areas that apply to your account, so a typical lead-gen account gets around 110 to 120.
Want the free version first? See the free Google Ads health check.
A Google Ads audit from Stevie Morris is either a free basic health check or a £450 one-off in-depth audit. The £450 is a standalone fee for a written report and is not credited against any later management.
I offer two levels. The free basic health check is a quick, honest review that flags wasted spend, tracking gaps and quick wins. The in-depth audit is the full job, with a written report that rates every finding by impact and effort.
The £450 is a one-off. It isn’t credited against management if you later hire me, and it doesn’t lock you into anything. More on the free option on the free Google Ads audit page.
A PPC audit report covers up to 190 checks across 15 areas, including only the areas that apply to the account. Each finding is rated by impact and effort, and the report ends with a prioritised fix list.
You’ll receive a written audit report — not a slide deck of vanity metrics, but an honest account of what’s working, what isn’t, and what to fix first.
The report is structured by priority. The highest-impact fixes come first: the things that, if you do nothing else, will make the biggest difference to your cost per lead or cost per sale. Lower-priority observations follow, so you have a complete picture without being overwhelmed.
I’ll also flag anything that looks structurally sound. If part of your account is set up well, I’ll say so. This isn’t about finding problems for the sake of it — it’s about giving you an accurate picture.
If your tracking is broken or unreliable, the report will make that clear, because no amount of optimisation fixes a measurement problem. You can’t improve what you can’t measure.
Want to see what one looks like? See an example audit report (PDF).
A PPC audit needs read-only access to the Google Ads account, and to GA4 if available. Admin access, edit permissions and billing details are not required.
Stevie Morris delivers the written PPC audit report within 5 working days of receiving read-only access to the Google Ads account.
Stevie Morris carries out each PPC audit personally, not through a tool or a junior. He is a freelance Google Ads consultant with 14 years of experience, over £3M in ad spend managed and around 100 accounts, and is Google Partner and Microsoft Ads certified.
That’s me. I do the whole audit myself, start to finish, so the person who reads your account is the person who writes the report and who you can ask about it afterwards. I’m a Google Partner and Microsoft Ads certified, and I’ve been doing this for 14 years across around 100 accounts.
More about me on the About page.
A PPC audit can conclude that a Google Ads account is already run well. When it does, the report says so and recommends leaving the account alone rather than inventing problems.
If I go through your account and find that your current setup is broadly solid — that the problems you suspected aren’t there — I’ll tell you. I’d rather lose a potential client than oversell a problem to justify a fee. That honesty is why clients trust me with their budgets long-term.
The free health check works the same way: it can come back and say your account is fine.
A PPC audit suits advertisers who suspect underperformance but cannot find the cause, who have inherited an account, or who want a second opinion on agency reports. The method is the same whatever the size of the account.
A PPC audit makes sense if you’re spending money on Google Ads and have a nagging feeling it’s not performing as well as it should — but you’re not sure where the problem is.
It’s particularly useful if you’ve inherited an account (from a previous agency, freelancer, or in-house person) and want an independent view before committing to changes. It’s also useful as a second opinion if your current agency’s reports look polished but the results don’t match.
I work with UK businesses across all sizes and sectors. The method is the same whether your monthly ad spend is £500 or £50,000. The scale changes, but the questions don’t.
If after the audit you want me to take over management, we can discuss that. If you want to hand the fix list to someone else, that’s fine too. The audit is yours.
A PPC audit is standalone work with no retainer. The findings can be fixed in-house, handed to the current agency, used to brief a new one, or followed by ongoing management with Stevie Morris if the client wants it.
No. Read-only access is sufficient for an audit. You can grant this in your Google Ads account settings under Access and Security. I don’t need edit permissions, billing access, or any credentials beyond view-only.
I keep what I find confidential. What I can’t promise is that they won’t notice: account admins can see who has access to the account under Access and security, so it’s best to tell them or ask whoever manages access to add me as a read-only user.
I’ll say so. The point is an honest diagnosis, not a sales pitch. If your current setup is solid and the main issues are outside the ad account — landing pages, offers, seasonality — I’ll tell you that too.
No. The audit is a standalone service. If you want to discuss ongoing management afterwards, we can — but there’s no obligation, and I won’t push it if it’s not the right fit.
Yes. I work with clients across the UK on a fully remote basis. Location makes no difference to the quality of the audit or how we communicate.
Small Google Ads accounts are worth auditing because the method is the same at any budget, and smaller accounts often carry proportionally more wasted spend. The audit checks tracking, structure, search terms and bidding either way. If you’re unsure, get in touch and I’ll give you an honest view before we go any further. The free health check is a good place to start.
There’s a free basic health check, and a £450 one-off in-depth audit. See what a PPC audit costs above.
I deliver the written report within 5 working days of getting read-only access.
If you think your Google Ads budget could be working harder, let's find out. Get in touch to discuss your account — I'll ask a few questions and let you know if an audit makes sense before we proceed. Tell me which level you'd like, the free health check or the £450 in-depth audit, or just call and we'll work it out. Not sure yet? Start with the <a href="/free-google-ads-audit/">free Google Ads health check</a>.
Call 07410 907 104 Request an audit