Sample written audit

Google Ads audit: a waterproofing & foundation company in Ohio

This is an illustration. The company and numbers are fictional. They show the format and depth of the audit you'll receive, built from your own account.

1. Account snapshot (last 30 days)

Ad spendLeadsInspections bookedSigned jobs
$6,20052216
Cost per leadCost per inspectionCost per signed jobSigned jobs reported to Google?
$119$295$1,033No

2. Top 3 budget leaks

Leak 1: DIY and research searches. About $1,180 a month.

19% of spend went to searches like "how to fix basement leak," "Drylok paint," and "foundation crack filler home depot." None of them led to an inspection.

Fix: add a negative keyword list of 140 DIY and retail terms, and switch two broad-match keywords to phrase match.

Leak 2: Ads outside the service area. About $870 a month.

The campaign targets a 60-mile radius, but the company serves about 35 miles. 14% of clicks came from counties the crew doesn't drive to.

Fix: target the served counties only, and show ads only to people in the area, not people "interested in" it.

Leak 3: Google is optimizing for form fills, not signed jobs

9 of the 21 inspections were hairline-crack repairs under $1,500. Google only sees form fills, so it can't tell a $900 patch from a $14,000 pier job.

Fix: add a "what are you seeing?" question to the form, and send each signed contract and its value back to Google. Bidding then shifts toward homeowners who sign big jobs.

Estimated recoverable budget: about $2,050 a month. At the current $295 per inspection, that's roughly 7 more inspections a month without raising the budget.

3. 30-day plan

  1. Week 1: add the negative keyword list, tighten the service area, set the ad schedule to office hours plus evenings.
  2. Week 2: launch a landing page with a qualifying form, plus call tracking by keyword.
  3. Week 3: start reporting signed contracts and their value from the CRM back to Google Ads.
  4. Week 4: switch bidding to value-based once enough signed jobs are recorded. First written report on cost per signed job.

You keep this audit whether or not you work with us.

Request your free written audit