Ecommerce Google Ads audit for established retailers
A commercial review of your Search, Shopping and Performance Max campaigns, conversion tracking and product feed. We assess results against your product economics and business priorities, then give you a prioritised written action plan.
Request your auditFree, around ten working days, capped at four per month. For ecommerce brands spending £15k+/month on Google Ads. See the terms and fit.
What we review, and what the evidence can show
Each area is read from a defined data source. Findings are diagnostic: they describe what the available data shows. Establishing that a change caused a result needs a designed test, which is separate work.
| Area | Evidence used | Limits |
|---|---|---|
| Conversion tracking and value accuracy | Tag and GA4 configuration, primary vs secondary actions, conversion values and any value rules, checked against your order data for the same period. | Modelled and fractional conversion data means platform figures rarely reconcile order for order with your back end. We document the differences we cannot resolve rather than claim an exact match. |
| Feed and product eligibility | Merchant Center diagnostics, disapprovals and warnings, titles and attributes, custom labels, and which products are actually eligible to serve. | Eligibility is read at a point in time. Feed and policy states change, so findings are dated and re-checkable rather than permanent. |
| Shopping and Performance Max structure and search demand | Campaign and listing group structure, budget distribution, brand exclusions and their applied state, plus search term and search category reporting. | Performance Max discloses less than Search and Shopping. Where reporting stops, we say so instead of inferring the missing detail. |
| Contribution and spend allocation | Paid orders read against the cost data you supply (COGS, shipping, returns), then compared with where budget currently lands. | The analysis is only as accurate as the cost file. Prioritisation estimates are ranked opportunities, not guaranteed gains. |
Conversion tracking and value accuracy
Evidence used: Tag and GA4 configuration, primary vs secondary actions, conversion values and any value rules, checked against your order data for the same period.
Limits: Modelled and fractional conversion data means platform figures rarely reconcile order for order with your back end. We document the differences we cannot resolve rather than claim an exact match.
Feed and product eligibility
Evidence used: Merchant Center diagnostics, disapprovals and warnings, titles and attributes, custom labels, and which products are actually eligible to serve.
Limits: Eligibility is read at a point in time. Feed and policy states change, so findings are dated and re-checkable rather than permanent.
Shopping and Performance Max structure and search demand
Evidence used: Campaign and listing group structure, budget distribution, brand exclusions and their applied state, plus search term and search category reporting.
Limits: Performance Max discloses less than Search and Shopping. Where reporting stops, we say so instead of inferring the missing detail.
Contribution and spend allocation
Evidence used: Paid orders read against the cost data you supply (COGS, shipping, returns), then compared with where budget currently lands.
Limits: The analysis is only as accurate as the cost file. Prioritisation estimates are ranked opportunities, not guaranteed gains.
What you get
A written commercial read of what the data shows, a prioritised action plan, and the SKU-level contribution table built from your cost file. Priorities are ranked estimates of where the opportunity looks largest, not guaranteed gains. You can hand the document to us, your in-house team or another agency; it is written to be usable either way.
The honest terms
It's free, but it isn't a teaser. It is ten working days of analyst work with a deliverable you keep, which is exactly why we cap it at four per month and turn down brands that don't fit. We audit ecommerce brands spending £15k+/month on Google Ads.
Request your auditEcommerce Google Ads audit: common questions
What does an ecommerce Google Ads audit include?
Conversion tracking and value accuracy, product feed and eligibility, Shopping and Performance Max structure and search demand, and how spend is allocated against contribution. You get a written commercial read plus a prioritised action plan, and a walkthrough of the findings.
How much does an ecommerce Google Ads audit cost?
Nothing. It is free, but it is not a teaser: it is roughly ten working days of analyst work with a deliverable you keep. That is why we cap it at four per month and turn down brands that do not fit.
Is the free audit just a sales pitch?
We ask for your cost file before the scoping call, because an audit without COGS, shipping and return rates is a settings checklist rather than a commercial review. If you never speak to us again, the audit still tells you what the account data supports.
How long does the audit take?
Around ten working days from receiving account access and your cost file. Catalogues above 10,000 SKUs or multi-market setups can take slightly longer.
What is the minimum spend requirement?
We audit ecommerce brands spending £15k+/month on Google Ads. Below that threshold the methodology is not cost-effective for either side, and we will say so rather than take the meeting.
Do you audit Performance Max and Shopping campaigns?
Yes. Listing group and asset group structure, feed quality, audience signals, brand exclusions and their applied state, and how much of the reported performance rests on branded demand, within the limits of what Performance Max discloses.
What is the difference between ROAS and POAS?
ROAS is revenue divided by ad spend. POAS is contribution before advertising divided by ad spend; contribution after advertising subtracts ad spend from that contribution. Neither figure is cash in the bank or net profit, because overheads and other costs sit outside both.
What happens after the audit?
You get a prioritised action plan. If you want us to implement it, we will. If not, you keep it and action it in-house or with another agency; it is written to be usable either way.
Prefer to review the account yourself first? Work through the Google Ads audit checklist. For the method behind the audit, read how we audit. For ongoing management rather than a one-off review, see Performance Max agency. Channel-specific reviews: Performance Max audit and Google Shopping feed audit.