PPC Audit · Google & Microsoft Ads

Find out exactly where your Google Ads budget is leaking.

A senior, hands-on read of your paid search — structure, tracking, wasted spend and the opportunities you’re missing. Fourteen years doing this for brands large and small, now on your account.

Most audits only check what’s happening inside your account. Mine also checks whether Google is being fed the right signals in the first place — because a campaign can look perfectly healthy and still quietly lose you money.

Apply for a free wasted-spend teardown → Or book the full £495 audit

Read-only access · Nothing changed in your account · No obligation · For accounts spending £1,500+/month

Something in your account doesn’t add up

Your costs keep climbing, but the leads don’t.
Google reports plenty of conversions — but few of them become customers.
Performance Max is spending heavily and nobody can quite say where.
Your agency’s reports look positive; your sales figures tell a different story.
You suspect budget is leaking, but can’t tell whether it’s the campaigns, the tracking, the website or the sales process.

An audit gives you an independent answer — before you increase the budget, renew an agency contract, or rebuild the account.

Two ways to find out what’s really going on

Start light or go deep — your call.

Start here — free

Wasted-Spend Teardown

Free · ~20 minutes, recorded

A short recorded walkthrough of the three biggest things costing you money right now. No written report — just me in your account, showing you the worst of it. For accounts spending £1,500+/month . I take five a month , by application — when they’re gone, they’re gone.

Apply for a teardown slot

The deep one

Full PPC Audit

Fixed fee £495 · senior audits at this depth commonly run £995+

Over 200 settings reviewed and scored, the 5–7 highest-impact fixes with the likely money attached to each, a branded report you keep, a recorded walkthrough, and a call to talk it all through.

Book your audit

The teardown tells you what’s wrong . The audit tells you exactly how to fix it — in writing, yours to keep whether or not we ever work together.

Why this audit is different

Most audits check what’s happening inside your Google Ads account. Mine also checks whether Google is being fed the right signals in the first place — and whether the account is even the real problem.

Conversion quality, not just counts

Are you optimising towards profitable customers, or cheap, easy form-fills? It’s the single most common reason an account looks healthy on paper and loses money in reality. I’ll take this as far as your data allows, and tell you plainly where it runs out.

Performance Max, pulled apart

Brand cannibalisation, hidden search terms, budget leaking into low-value Display and YouTube — I separate what’s genuinely winning new customers from what’s just taking credit. Where the data can’t prove incrementality, I’ll say so.

Judged against your commercials

I read the account against your margins and what a valuable customer is actually worth to you — not generic best practice.

The whole funnel

If the real bottleneck is your tracking, your landing page or your sales follow-up rather than the ads, I’ll tell you — even though it’s not what you’re paying me to find.

What I look at

Not a checklist someone junior ran through a tool. A senior read of the whole account, grouped into what actually moves performance.

Account & structure

How your campaigns and ad groups are built, wasted spend across 1,000+ search terms, and the Quality Scores quietly dragging your costs up.

Bidding & signals

Whether your Smart Bidding is being fed the right signals, your bid strategy, and what the auction and competitor data are actually telling you.

THE DIFFERENCE

Conversion signals & tracking

Whether your tracking is genuinely accurate, and whether the conversions Google is chasing are profitable customers or just cheap form-fills. I validate the tracking that matters for PPC — I won’t disappear down a full analytics rebuild.

Performance Max & where the money goes

Whether PMax is genuinely adding sales, or cannibalising Search, claiming credit for brand demand, and leaking budget into cheap placements. One of the most common places I find serious waste.

Ads & assets

Your ad copy and responsive search ads, extension and asset coverage, and how well you’re actually using audiences.

Ecommerce, if you sell online

Your Shopping and Performance Max campaigns, and the feed issues actually costing you performance (disapprovals, gaps, weak titles). A PPC-lens feed check — not a full Merchant Center rebuild.

What lands in your inbox

A red-flag summary within 48 hours — the most urgent, money-losing issues flagged within two working days, so you can stop the worst of the bleeding before the full report even lands.
A branded PDF report with a scorecard — an overall account score across 200+ technical checks.
A one-page commercial summary — the findings in plain, boardroom-ready English: forward it to your boss or finance team, or hold it up against your current agency, without translating it first.
5–7 prioritised, implementation-ready actions. Each one says what to change, why it matters, the estimated financial impact (as a range, with the evidence, the assumptions and a confidence rating — I won’t inflate a minor issue to hit a number) , and the practical next step. Your team or current agency can act on it without hiring me.
A recorded walkthrough — so you can re-watch the reasoning, not just read a list.
A 30-minute follow-up call and 14 days of email support afterwards.

If you’d rather not implement it in-house, an optional implementation sprint or ongoing management is something we can discuss after the audit — but that’s your call, not the point of it.

My guarantee

I’ll show you at least £995 of evidenced, recoverable wasted spend across six months — or I refund your £495 in full.

I base it on real, recurring waste I can point to in your account (irrelevant search terms, disapprovals, mis-set bidding, budget leaking into low-value placements), projected over the next six months, with the data, the assumptions and a confidence rating shown for each finding. At £1,500+/month there’s almost always meaningful recurring waste sitting in the account — and I won’t inflate a minor technical issue to manufacture a number.

Bring me on as your retainer PPC lead within 60 days and half the audit fee comes off your first month .

Is a PPC audit worth it for you?

It is most valuable when you know something is not right, but cannot confidently identify the cause.

Worth it if you…

Want to increase your ad spend but can’t seem to scale profitably
Have seen lead volume or sales decline while your costs continue to rise
See plenty of conversions in Google Ads, but too few become qualified leads or customers
Suspect Performance Max or automation is spending heavily without adding genuine new business
Need an independent second opinion before increasing your budget, renewing an agency contract or changing provider
Cannot tell whether the real problem is your campaigns, tracking, landing pages or sales process

Probably not the right fit if you…

Spend under £1,500/month — there may not be enough expenditure or data for the paid audit to repay its fee
Haven’t launched your campaigns yet — you need a campaign build rather than an audit
Want every recommendation implemented within the audit fee — implementation is available separately
Need SEO, social media or a complete marketing strategy — this audit is specifically for paid search

The full audit is designed for accounts spending £1,500+ per month on Google or Microsoft Ads. Not sure whether yours qualifies? Apply for the free teardown and I’ll tell you honestly.

Who’s actually doing the audit

Adam Riyadh

Founder & Senior PPC Consultant

Me — every time. PPC Vibe is a Google Partner , and I’ve spent fourteen years in paid search — much of it as a hands-on contractor inside some of the world’s biggest agencies: WPP, Publicis, Dentsu, Mediacom, Wavemaker, iProspect, Brainlabs and Merkle .

That range means I’ve seen most things break, and fixed them. I’m the person agencies and businesses call when an account is underperforming and confidence is running out — the troubleshooter who steps in, steadies it, and turns it around.

Career highlights

🏆 Best Paid Search Campaign — across all 130 Wavemaker offices globally, 2018
🏆 Best Paid Search Campaign — across all WPP agencies UK-wide, 2018
🏅 Shortlisted — Best Paid Search Campaign, Performance Marketing Awards 2019
⭐ Ranked Top 5 global PPC freelancer on Trada

How it works — four steps

Choose your option

Apply for the free teardown or book the full £495 audit. Two minutes, no call needed to start.

Tell me what “good” looks like

A short brief — about five minutes: priority services, rough margins, what a valuable customer looks like, and what’s worrying you. It’s what turns this from a checklist into a commercial diagnosis. Skip anything you don’t have.

Give me the access I need

Google Ads read-only is the minimum. If you run Shopping I may also ask for read-only Merchant Center (feed only) and GA4 or Microsoft Ads to sanity-check tracking. Any lead/sales export is optional. I never need your passwords.

Get your findings

Your red-flag summary lands within two working days; the full report, walkthrough and call usually within a week.

Read-only means read-only. Nothing in your account is changed, paused or edited — and you can revoke access in one click at any time.

Fair questions

Is the free teardown just a sales pitch?

No. It’s twenty minutes of me in your account showing you the three biggest things costing you money — recorded, so you can act on it without me. You’re free to take the findings and fix them yourself, or hand them to your current agency. I do five a month because they take real time; if we’re a fit we’ll both know without me selling at you.

Can you actually tell whether Performance Max is working?

I separate brand reliance, search activity, placement mix, returning-user behaviour and new-customer data wherever the account makes that possible — so you can see whether PMax is winning new customers or just taking credit for demand you’d have got anyway. And where the available data genuinely can’t prove incrementality, I’ll tell you that plainly rather than dress an assumption up as a fact.

Will you check whether my conversions are actually profitable — or just cheap?

Yes, and it’s the heart of what I do. Plenty of accounts look brilliant in Google Ads while quietly optimising towards low-quality conversions that never turn into revenue. I check what Google is actually being told to chase — because if the signal going in is wrong, everything built on top of it is wrong too.

What access do you need — is it safe?

Google Ads read-only is the minimum. If you run Shopping I may also ask for read-only Merchant Center (feed issues only) and read-only GA4 or Microsoft Ads to sanity-check the tracking PPC relies on. An anonymised lead or sales export is optional and only sharpens the conversion-quality read — it isn’t a CRM audit. I can see everything and change nothing — enforced by Google, not by my good manners. Two minutes to grant, one click to revoke, and I never need your passwords.

What’s the difference between the teardown and the £495 audit?

Depth. The teardown shows you what’s wrong — the three most expensive problems, on video, ~20 minutes. The audit tells you exactly how to fix it — 200+ settings scored, 5–7 prioritised actions with the money attached, a branded report you keep, a walkthrough and a call.

Will I understand the report — and can I use it internally?

Yes. You get a one-page commercial summary in plain English with the money attached to each issue — enough to take to your boss, your board or your current agency and defend it. You shouldn’t have to become a PPC expert to make the case.

I need answers now — how fast will I know the worst of it?

A red-flag summary within two working days of getting access — the most urgent, money-losing issues first — so you can act before the full report lands about a week later.

What if you don’t find enough to be worth it?

Then I refund your £495. My guarantee is at least £995 of evidenced, recoverable waste across six months, or you get the fee back. If your account genuinely is that tight, you’ll have paid nothing and learned it’s in good shape — which is worth knowing too.

Am I committing to anything afterwards?

Nothing at all. The report is yours to keep either way. If you bring me on within 60 days, half the audit fee comes off your first month — an option, not an expectation.

I already have an agency. Is this awkward?

Not remotely, and it’s one of the most common reasons people come to me. I’ll tell you honestly if your agency is doing a good job — sometimes they are, and that’s a useful answer too. I’m not going to manufacture problems to win the account.

Do you cover Microsoft Ads and Shopping too?

Yes — both, and if you sell online I go properly into your Shopping feed and Performance Max.

How long does it take?

Red-flag summary within two working days; full report, walkthrough and call usually within a week of getting access, plus 14 days of email support.