Free Google Ads audit
Find out where your Google Ads money really goes.
The audit a paid search specialist writes when they first open an account: whether sales are counted, what is wasted, and what to fix first. From your own data and your own price, not a generic score.
Free · No card · Read-only · About 5 minutes
Three answers
The three questions every account owner should be able to answer
Are my sales being counted?
If tracking is broken or counts twice, every other number in the account is wrong. The audit checks this first.
Where did the money go?
Each campaign judged against the cost per sale your business can afford: sold, over target, or spent with no sale.
What do I fix first?
The first changes in order, with the money behind each, and what to leave alone.
What the audit covers
Eight parts, each marked: looks fine, worth a look, or fix first
Plus devices, places and the rivals you show up against. Whatever a Google Ads export cannot show is listed as such, never guessed.
Can the numbers be trusted
Whether sales are being counted, and whether the goal Google optimizes for is the sale.
Two tags count every sale twice
What your business is after
Your own target cost per sale, from your price and costs. It is never guessed.
Your line: $30 a sale
Where the money went
Which campaigns spent and sold, and which spent with no sale.
Performance Max · spent, no sale
What people typed
The searches to block, the ones for you to decide, and the ones to keep.
Block “free mug templates”
Ads and landing page
Ad strength, Quality Score, and whether your top page carries a Google tag.
Top page has no Google tag
How the account is built
Campaigns, ad groups, keywords by match type, and ads per ad group.
One ad in 4 ad groups
Is anyone working on it
On how many working days someone changed the account, the longest quiet stretch, and what Google changed by itself.
Changed on 4 of 22 working days
What to do first
The first changes in order, with the money behind each, and what to leave alone.
1. Fix the double count
Then it keeps going
The audit uses the same judgments as the daily work. Today lists what to block, This week ranks the tests worth running, Results shows whether each change worked.
See how Etria worksPaying an agency?
Find out if anyone is actually working on your account.
Google Ads keeps a record of every change. The audit reads the last 30 days of it and tells you, in plain words, on how many working days someone changed something, the longest stretch when nobody did, and what Google changed on its own.
A monthly retainer is not proof of work. This is.
Read through the script; a ZIP upload carries no change history.
How it works
About five minutes of your time
- 12 minutes
Tell us what a sale is worth
Your price and your costs, so every finding is judged against your business, not an average. Not sure? Answer a few plain questions and we fill it in.
- 22 minutes
Paste one script into Google Ads
Tools, Bulk actions, Scripts. It reads your reports and changes nothing. Can't add a script? Upload the saved reports as a ZIP.
- 3A few minutes later
Open your audit
Read it on screen or download the PDF to keep, or to send to a manager, a client or your agency.
Not another grader
Free account graders give you a score. This gives you a list.
A typical free grader
The Etria audit
A score out of 100
A verdict per campaign against what a sale is worth to you
Generic best-practice tips
Your own search terms: which to block, which to keep
Guesses where data is missing
What an export cannot show is listed as such
A sales call to unlock the report
The full audit and the PDF, no card, no call
Who it's for
Anyone who pays for Google Ads, or runs it for someone
Business owners
A straight second opinion on your account before you spend another month, hire someone, or let someone go.
Freelancers and agencies
A first look at a new client's account in minutes, with the money behind each finding, ready to talk through.
Marketing managers
A clear PDF to show what is working, what is wasted and what changes next, in words anyone can read.
Questions
Before you start
Is it really free?
Yes. No card. The first import starts a 14-day trial, so the daily lists that fix what the audit finds are there too. Keep the PDF and stop there if you like.
Will it change anything in my account?
No. The script only reads reports. Nothing in your account is changed by the audit.
What access do you need?
Enough access to your Google Ads account to add one script. If you can't, an admin can add it, or you can upload the saved reports as a ZIP.
Can it tell me if my agency is doing the work?
It shows the facts from Google Ads change history: on how many working days anyone changed the account in the last 30, the longest stretch with no change, and what Google applied by itself. A retainer is not proof of work.
Can I audit a client's account?
Yes, if you can add a script to it or upload its reports. Each account gets its own audit and PDF.
What if my conversion tracking is broken?
That is what the audit checks first. It tells you what is wrong, and judges the rest only as far as the data allows.
Who sees my data?
Only you and the people you invite. It is never used to train AI models.
See your account the way a specialist would.
Free · No card · Read-only · About 5 minutes.