The Profit Audit
How We Audit Google Ads Accounts
Want the short version? See our free Google Ads audit landing page →
Most agency audits are sales pitches with a logo on them. Ours aren't. Whether you call it a Google Ads audit or a PPC audit, the document and depth are the same - and the report is the same whether you sign with us afterwards or not. This page walks through what we look at, how long it takes, and what you get at the end - so you know exactly what you're committing to before booking.
What gets audited
Product feed quality
Title structure, image quality, attribute completeness (GTIN, MPN, brand, product type, custom labels). Missing attributes are the single biggest lever in most ecommerce accounts. We surface every gap.
SKU-level profitability mapping
We pull cost data from your platform (Shopify, WooCommerce, Magento, BigCommerce) and map contribution margin to every SKU. Reveals which products are funding the business and which are draining it.
Wasted spend identification
Brand cannibalisation in PMax. Asset group dilution. Search queries triggering Shopping when they shouldn’t. Spend on out-of-stock SKUs. We quantify each in pounds.
Campaign architecture review
Are Shopping, PMax, and Search structured to complement each other, or competing for the same auctions? Most accounts have at least one structural issue that’s costing 10–20% of spend.
PMax visibility and control
Asset group structure, brand exclusion implementation, audience signal quality, value rule application. PMax is opaque by default - we assess how much of it you can actually see.
Conversion tracking validation
GA4 + Google Ads tag setup, enhanced conversions, Consent Mode v2 implementation, server-side tagging if applicable. Most accounts under-report conversions by 15–30%; we identify by how much.
CSS partnership status
Whether you’re using a Comparison Shopping Service, and if so whether you’re getting the full 20% discount or paying a markup to the CSS provider.
Bidding strategy assessment
Are bid strategies aligned with the commercial job each SKU is doing, or running on default smart bidding with no commercial constraints?
The 5–7 day timeline
Day 1
Account access, platform integration (Shopify/Magento cost data pull), initial structural review.
Days 2–3
Deep audit across all 8 areas above. Spreadsheet of every finding with quantified impact in pounds where possible.
Days 4–5
Written report drafted. Internal review by a second senior practitioner - every audit is two-pairs-of-eyes.
Day 6
Report delivered to you. Typically 12–20 pages, no fluff. Findings, quantified impact, recommendations, prioritised next steps.
Day 7
60-minute walkthrough call. We talk you through the findings, answer questions, leave you with a clear view - whether you work with us afterwards or not.
What you get at the end
A written PDF report
Not slides. Not a verbal walkthrough. A document you can share with your CFO, your founder, your board, or your next agency if you don’t work with us.
A quantified impact estimate
Every finding is tied to an estimated pound figure - how much you’re currently losing, or what’s recoverable. No vague “opportunities exist” language.
A 60-minute walkthrough call
With the senior practitioner who ran the audit. Recorded if you want it, so you can replay or share internally.
What it costs
Both PPC audits are free for UK ecommerce brands from £3M growth-stage DTCs to £100M+ established retailers, with typical Google Ads spend from £15k to £500k+/month. We invest senior practitioner time because most brands have never seen a real Google Ads audit - and when they do, the difference is obvious.
A real example
A Birmingham-based DTC homeware brand booked the audit in early 2026 with a blended account ROAS of 4.2× and a founder who said the business was break-even. The audit surfaced three things: 38% of spend on SKUs running below 18% contribution margin (effectively zero account-level profit), the top 5 highest-margin SKUs structurally under-bid at 4% of spend, and two high-revenue SKUs that had been out of stock for over 10 days while the campaigns kept bidding on them.
Within 90 days of acting on the audit findings, account POAS moved from 1.1× to 2.1×. Same total spend, roughly £18,000 a month of additional contribution margin. This is in line with the JudeLuxe ecommerce data across 75+ audited accounts. For turnaround engagements where the audit surfaces inherited structural damage, the same diagnostic feeds straight into the 45-day recovery playbook.
Book a Profit Audit
5–7 days. Written report and walkthrough call. Free for qualifying ecommerce brands.
Book a Discovery Call →Frequently asked questions
Is the audit really free?
Yes, for qualifying brands. We invest a senior practitioner’s time on the basis that some audits convert to retained engagements. If you don’t work with us, you still keep the report - it’s yours.
What do you need access to?
Google Ads account read access, Google Merchant Center read access, GA4 read access, and a way to pull cost-per-SKU data from your platform (Shopify export, or Magento report, etc.). We’ll send a setup guide once you book.
How is this different from agencies offering free audits as a sales pitch?
Most “free audits” are 30-minute calls with templated PowerPoints. Ours is 5–7 days of senior practitioner time producing a written PDF report with quantified findings. We do this on the assumption that most brands have never seen a real audit and will recognise the difference.
Will you tell me if my current agency is doing a good job?
Yes - including saying so when they are. We’ve sent audit reports to brands that ended with “your current agency is doing solid work, no action needed.” Honest reports build the reputation we want; flattering reports don’t.
Can I share the report with my current agency?
Yes. Several have. Some have used it as input to improve their work; others have pushed back hard. Either way, the report is yours to do what you want with.