Services / Google Ads audit
Paid audit · Google Ads and LinkedIn Ads
Google Ads Audit
A Google Ads audit from Osric Digital traces your spend from the search term to the deal in your CRM, then ranks what to fix first.
We compare the conversions your account reports with the pipeline that reached Salesforce or HubSpot. You get the findings within five business days of payment and full account access.
A 15-minute call to scope the audit. We quote the price on the call.
$300 → $82
Cost per qualified lead after the audit and overhaul
Probate law firm · Oct 2025
$881K
Attributed pipeline, with $301K closed-won at 3.36x ROAS
Cleantech advisory firm · 15 months
$573,400
Attributed pipeline from $9,937 in Google Ads spend
B2B podcast studio · Jan to Jun 2025
Source: Osric Digital case studies at osricdigital.com/work. Client names removed. See all case studies
What the Google Ads audit checks
Each check answers one question: does this spend produce qualified pipeline?
Conversion tracking.
We open the conversion settings first and see which actions are marked primary, since that is what Smart Bidding learns from. Then we test that calls and form fills are actually recorded, and check whether CRM deal stages come back in through offline conversion imports.
Search terms and negatives.
We pull the search terms report and add up what went to irrelevant or informational queries. Then we look for the gaps in your negative keyword lists that let that spend through.
Keywords and match types.
Some keywords spend and never convert. We list every one. We also flag broad match that is running before the account has a baseline to learn from.
Networks and placements.
Search Partners, Display and Performance Max placements can inflate conversion counts with spam or low-intent leads. In the probate account below, that is where most of the reported conversions came from.
Campaign structure.
Your campaigns should follow your service lines and deal values. When two services with very different deal sizes share a campaign, Google spends on whichever one converts cheaper, and budget stops following revenue.
Landing pages and bidding.
We open the landing page behind each ad group and check that it answers the search. We also check what Smart Bidding is chasing, and whether that conversion reflects a real buyer.
What an audit found in a probate law firm's account
The account reported 8 conversions a month on about $600 in spend. The audit showed that nearly all of them were spam from the Search Partner Network.
- 69 of 79 enabled keywords had never converted.
- Search Partners and Display were switched on for a lead generation account.
- Deprecated Expanded Text Ads were still running.
- Phone calls from the landing page were not tracked.
The first fix was to exclude Search Partners and Display, which cut out most of the spam. After that we counted only genuine inquiries, and cost per qualified lead started at $300. We then worked through the rest of the findings, from the keywords that had never converted to the missing call tracking. By October 2025 cost per qualified lead was $82 and more than 90% of leads came from prospective clients, so the firm raised monthly spend from $600 to $1,500.
Read the probate law firm case study →
B2B audits check what Google Ads knows about your pipeline
When Google Ads cannot see which leads became deals, Smart Bidding optimizes toward form fills. A cleantech advisory firm had this problem: ads sent traffic to a generic homepage, and HubSpot deal stages were not connected to Google Ads.
After the campaigns were rebuilt around its core services and deal-stage data was imported, the account produced $881K in pipeline and $301K in closed-won revenue at 3.36x ROAS over 15 months.
A B2B podcast studio's account needed search-term fixes. Exact match, 814 negative keywords and Salesforce-connected tracking produced $573,400 in attributed pipeline from $9,937 in spend, January to June 2025.
$881K pipeline case study →$573K pipeline case study →
How the audit works
Scoping call
We confirm the account, your goal and what counts as a qualified lead, then quote the price.
Access
You grant read-only access to your Google Ads account and share the CRM reports for paid leads.
Review
We work through the checks above against your account and CRM data.
Findings
Within five business days of payment and full account access, you get a written report with the findings in priority order. We walk you through it on a call.
Running LinkedIn too? We audit that account as well, and the two can be reviewed together. If LinkedIn carries your account-based work, our LinkedIn Ads management for B2B buying committees tracks those leads into the same CRM as your search leads. Want both accounts in one written report? Book the cross-channel PPC audit.
Only running LinkedIn? Go to the LinkedIn Ads audit →
“Dominick did a great job in auditing our LinkedIn Ad accounts and Google Ad accounts!”
Common questions
What is a Google Ads audit?
A review of your Google Ads account against the leads and pipeline it produced. It covers tracking, targeting, structure and spend. The output is a written report of fixes in priority order, which we walk you through on a call.
How long does a Google Ads audit take?
Five business days, starting once you have paid and given us full access to your account.
Do you charge for the audit?
Yes. The Google Ads audit is a paid service. We quote the price on the scoping call, and it is not listed on the site.
Which ad platforms does the audit cover?
Google Ads and LinkedIn Ads. It does not cover Meta.
Who implements the fixes?
You do, unless you hire Osric to implement them. Every consulting engagement or retainer with Osric starts with an audit, so the audit is always the first step. For ongoing work, see our B2B Google Ads management.
Book your Google Ads audit
Tell us about the account on a short call, and we will scope the audit and quote the price. Findings arrive within five business days of payment and full account access.
Book a call to scope your audit →Or email agency@osricdigital.com
