When a Google Ads campaign looks fine on the surface but refuses to deliver results, it is almost always because something crucial is being missed under the bonnet.

A proper audit is not about adding endless new ideas into the mix. It is about finding and fixing the hidden problems already slowing you down. Over the years running campaigns for clients across countless industries, I have learnt that the best audits stay simple, strategic, and sharply focused.

1. Start With the Campaign Goals

Before diving into the finer details, step back and ask yourself: what is this campaign actually trying to achieve?

It is frighteningly common to see campaigns set to optimise for clicks or impressions, rather than real conversions. If you are not targeting meaningful actions – like purchases, leads, or sign-ups – you are essentially paying for noise.

Always make sure your campaign objectives align with business goals. If not, no amount of tweaking will save it.

2. Revisit Your Keyword Match Types

Keyword match types control who sees your ads. Rely too heavily on broad match, and you risk burning through budget on irrelevant searches that were never going to convert.

A healthy account usually has a smart mix of match types – broad match to widen reach (but only with strong audience signals), phrase match to stay relevant, and exact match to lock onto the high-intent searches you really want.

Broad match has its place, but it needs to be handled with precision. Otherwise, it is like leaving the shop doors open to anyone wandering past.

3. Dig Into the Search Terms Report

One of the most underused tools in Google Ads is the Search Terms Report. It shows you exactly what people typed into Google before clicking your ad – and it is often eye-opening.

If you see irrelevant queries slipping through, add them as negative keywords. Doing this regularly sharpens your targeting and stops you wasting budget.

The goal is simple: only pay for traffic that has a genuine chance of converting.

4. Review Ad Relevance and Copy

There is no excuse for guesswork when it comes to your ad copy. If your ads are not tightly aligned with the keywords and the landing page, performance will always suffer.

Think of it this way: if someone searches for “affordable wedding photography London”, they do not want to land on a generic page about “event photography services”. They want to feel like they have found exactly what they were looking for.

Consistency between search intent, ad copy, and landing page messaging is one of the biggest levers you can pull to boost results.

5. Evaluate the Landing Page Experience

Getting the click is only half the battle. What happens after that is just as important.

If your landing page loads slowly, looks confusing, or buries the offer under a mountain of waffle, people will leave – fast.

A good landing page should load quickly, deliver a crystal-clear offer above the fold, and make it ridiculously easy for visitors to take the next step.

You have paid for the click – do not waste it.

6. Analyse Device and Location Performance

Not all devices and locations perform equally. In fact, it is rare that they do.

Always dig into your data by device type and geography. You may find mobile traffic bouncing while desktop users convert beautifully. Or that certain regions chew through your budget without delivering results.

Rather than treating every click as equal, be ruthless. Pause or down-bid where performance is poor, and redirect spend towards where it is making a difference.

PPC success is often about focusing firepower where it matters most.

7. Check Your Conversion Tracking

Without solid conversion tracking, you are flying blind.

It is not enough to simply have tracking “set up”. You need to be sure it is firing correctly, recording real actions, and matching your business objectives.

If tracking is broken or missing, your optimisations will be based on false data. It is one of the first things we audit for every new client – because without it, you are guessing, not strategising.

Final Comments

A proper Google Ads audit is not about overwhelming yourself with endless new tactics. It is about sharpening the basics and finding where your current efforts are leaking money or missing opportunities.

Get the foundations right – campaign goals, keywords, ad relevance, landing pages, targeting, and tracking – and your results will often lift dramatically without needing to spend a penny more.