5 Signs Your Google Ads Account Needs an Audit

If you've been running Google Ads for a while and results have quietly gotten worse, it's rarely one big mistake. It's usually a few small things compounding over months. Here are the five signs I check for first in every audit.

1. Conversion tracking that's quietly broken

This is the single most common issue. A tag manager update, a website redesign, or a plugin change can silently break your conversion tracking — and Google Ads keeps optimizing toward the wrong signal for weeks before anyone notices.

2. Search terms you're not actually targeting

Open your Search Terms report. If you see queries that have nothing to do with your business, your negative keyword list hasn't kept up with your account.

3. One ad group carrying the whole account

If 80% of your spend sits in one campaign, you're not diversifying risk — you're betting everything on a single audience and message.

4. No enhanced conversions or offline tracking

If your business closes leads over the phone or in person, and you're not feeding that data back into Google Ads, your bidding algorithm is optimizing blind.

5. Landing pages that haven't changed in a year

Ad copy evolves. Offers change. If your landing page hasn't kept pace, your quality score — and your conversion rate — pay for it.

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If any of these sound familiar, a free audit usually surfaces the fix within a day. Book a free call and I'll walk through your account with you.