The 7-point audit we run before touching any account.
This is the actual framework — not a teaser version. Run it yourself, or send it to whoever manages your ads.
Conversion tracking accuracy
Calls, form fills, and booked jobs — not just click-throughs. Most accounts we inherit have never tracked the event that actually pays the bills.
Wasted spend / search-term audit
A full pull of what you're actually showing up for, not just what you're bidding on. This alone usually surfaces 10-20% of spend going nowhere.
Campaign structure vs. real intent tiers
Is budget split by how close a search is to a real customer decision, or just by generic ad groups nobody has touched since launch?
Local Services Ads vs. Search coverage
For local/service businesses: are you running LSA and Search together, or leaving one of the two highest-intent surfaces uncovered?
Geographic / dispatch-radius bid alignment
A flat citywide radius burns budget on jobs too far out to profitably serve. Bids should match where you can actually say yes.
Review velocity & Google Business Profile signals
Local Services Ads ranking and the local pack both weight review volume and recency heavily — an agency that ignores this is leaving ranking on the table.
Landing page conversion basics
Load speed, a clear single call-to-action, and a phone number that isn't buried. The ad can be perfect and still lose the job here.
Get it in your inbox
All 7 points, formatted so you can actually run through them — plus what to do about whatever you find.
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