Google Ads audit. Understand what holds your campaigns back before investing more.
MD Sherpa audits Google Ads accounts for companies in French-speaking Switzerland by analysing account structure, campaigns, budgets, ads and tracking quality to identify what needs correcting and the priorities for improvement.
Google Partner · 150+ Google Ads accounts · 500+ campaigns managed
supported by MD Sherpa
across different goals and markets
Google Partner
An account can run. That does not mean it is well structured.
Over time, an account can accumulate campaigns, settings, budgets and signals that become hard to read. The audit lets you revisit everything with a clear logic before deciding what to change.
- 01
STRUCTURE BECOME COMPLEX
Several campaigns, offers, regions or languages make the account hard to read.
- 02
PERFORMANCE HARD TO EXPLAIN
Results evolve but the causes are not always clearly identified.
- 03
UNCERTAIN MEASUREMENT
Reported conversions do not always match the actions that truly matter.
- 04
UNCLEAR PRIORITIES
Many changes are possible, but they do not all carry the same weight.
Our golden rules for a Google Ads account.
Our experience has taught us that many factors can influence the results of a Google Ads campaign. They all come down to 5 essential principles.
CAMPAIGN SETUP AND CREATION
Keywords, ad components, regions, languages and consistency of settings.
KEYWORD EXCLUSION
Lists of excluded terms handled continuously, type of exclusion, list assignment.
CONVERSION TRACKING
Quality of reported conversions, relevance of the signals used to steer campaigns.
GOOGLE QUALITY SCORES
Ad relevance, landing page experience, site performance, SEO.
DATA ANALYSIS AND USE
Data quality, interpretation of statistics and concrete strategic recommendations.
Analyse, explain, prioritise.
The goal is not to produce an endless list of remarks. Findings must be understood, put back into context and turned into useful priorities.
FRAME
- Objectives
- Offers
- Markets
- History
ANALYSE
- Structure
- Campaigns
- Budgets
- Conversions
EXPLAIN
- Findings
- Possible causes
- Friction points
- Opportunities
PRIORITISE
- Urgent
- Important
- To test
- To monitor
FRAME · ANALYSE · EXPLAIN · PRIORITISE
Fixing everything at once is not a strategy.
The audit must distinguish what requires quick action, what deserves a test and what can simply be monitored.
- 01
TO CORRECT
Elements that prevent a reliable read or steering.
- 02
TO IMPROVE
Points likely to improve the coherence or efficiency of the account.
- 03
TO TEST
Hypotheses that must be validated by the data.
- 04
TO MONITOR
Elements that do not necessarily require immediate intervention.
Explained recommendations, not an opaque list.
Findings are discussed with the client to understand their importance, their context and the decisions that may follow.
FINDINGS · CONTEXT · EXPLANATION · PRIORITIES
The audit is relevant when you need to understand before changing.
- 01
You already have an account but its structure or performance is hard to read.
- 02
You are considering a change of manager and want to understand the account's state before the handover.
- 03
Your campaigns produce results but you cannot clearly see what could be improved.
- 04
You want clear priorities before investing further.
What comes next depends on what the analysis reveals.
Before having your account audited.
Scope, access, recommendations or next steps: a few answers before you start.
Let's review your campaigns.
You want to understand what works, what holds your campaigns back and the priorities to address? Let's talk about your Google Ads account.