One-off, £150
A PPC audit for a Birmingham account
£150, in writing, within 5 working days.
The audit is a written review of a Google Ads account that is already spending, for a Birmingham business that wants to know where the money goes before it changes agency, takes the account in-house, or spends more. £150, 5 working days from the day you grant read-only access, and the £150 comes off the £199 setup fee if you go on to a monthly plan. It ends with a change list in the order we would apply it.
Free check or paid audit
Which one a Birmingham business needs, side by side
| Free check, 72 hours | Audit, £150, 5 working days | |
|---|---|---|
| What it reads | Last month's search terms, negatives, tracking, landing page speed, assets, budget against CPC | Ninety days of everything, plus change history, auction insights, bidding status and every setting |
| What you get | A short written note: six findings, one line each, and whether it is worth going further | Eight to twelve pages with the figures, and a one-page change list in order with the expected effect of each item |
| Who it suits | Any account spending anything; a first look before you decide | An account spending £1,000 a month or more, or one you are about to move, inherit or scale |
| What it costs | Nothing | £150, credited against the £199 setup if you go on to a monthly plan |
| What happens to your account | Nothing is changed | Nothing is changed; the list is applied by you, your agency or us on a plan |
Contents
The eight sections, with the finding we most often write under each
The examples are typical of West Midlands accounts we have read, not figures from any one client.
- 1
Search terms, ninety days
A shopfitter in Digbeth paying for "shop fitting jobs" and "shopfitting course"; a solicitor paying for searches from Coventry it does not serve. The share of spend on searches that could not buy, in pounds.
- 2
Keywords, match types and negatives
Broad match added by a recommendation and never reviewed; two ad groups bidding on the same search against each other; no shared negative list at all.
- 3
Conversion actions
A thank-you page counted twice; calls of any length counted as enquiries; a purchase with no value attached, so the bidding cannot tell a £40 order from a £900 one.
- 4
Bidding and budget
A target cost per action set below anything the account has achieved, so it barely serves; a daily budget that runs out by lunchtime while the phone is answered until six.
- 5
Ads and assets
Three headlines where fifteen are allowed; no call asset on a business that lives on calls; sitelinks pointing at the homepage instead of the service.
- 6
Landing pages on a phone
A homepage doing the job of every campaign; a form with nine fields; a page that takes six seconds to become usable on the 4G a Bullring shopper has.
- 7
Settings
Location set to presence or interest; search partners and display expansion on and spending; auto-apply recommendations quietly adding keywords every fortnight.
- 8
The change list
One page, in order, each item with the expected effect: what to do first because it is losing money today, what to do next because it will lower the cost per click, and what to leave alone.
The week
Five working days, day by day
Nothing in the account is changed at any point. Access is removed when the document arrives unless you ask us to stay.
Day 0
Access and one question
You approve a read-only manager request and tell us, roughly, what an enquiry or a sale is worth. That figure is what turns a list of findings into a sum.
Days 1 and 2
Reading
Daniel Stoychev reads the search terms, the change history, the conversion settings, the auction insights and every campaign setting, and loads your landing pages on a phone over a throttled connection.
Day 3
The sums
Each finding gets a figure: what it cost last quarter, or what it would save. Findings without a figure go in a separate short list so the document does not pad itself.
Day 4
Writing
The document and the change list. Every claim in it points at a report inside your own account, so you or anyone you show it to can check it.
Day 5
Delivery
The audit arrives by email, with a twenty-minute call if you want one to go through the list. Then it is yours, whoever applies it.
Who it is for
Three situations where the audit pays for itself in a week
You are about to change agency. The audit is a neutral statement of where the account is, so the new agency inherits a list rather than a blank page, and the old one cannot describe the handover however it likes.
You are about to spend more. Doubling the budget on an account that leaks a third of it doubles the leak. The audit finds the leak first, and often the extra budget turns out not to be needed.
You run it yourself and something has changed. Cost per enquiry has drifted up since spring and nothing in the account explains it. Usually something does, and it is in the search terms or the change history.
Who should not buy it
Two cases where we will say so before taking the money
A new account has nothing to read; the setup fee covers building one properly and an audit of an empty account would be padding. And an account spending a couple of hundred pounds a month has a search terms report short enough to read yourself in an evening with our free negative keyword generator beside you; the free check is the right size for it.
Say what you spend on the quote form and the reply says which of the three products fits, with the price beside it.
Keep reading
Next door to this page
Google Ads management
The monthly plan that applies the change list and keeps reading.
Free Google Ads check
The six-question version, back within 72 hours, for a first look.
Pricing
Every product on one page, including how the audit credit works.
Book the audit
Your customer ID and your spend; the access request comes back the same day.
Questions about the audit
What is the difference between the free check and the £150 audit?
The free check is six yes-or-no questions about the account, answered in a short note within 72 hours. The audit is a written document that reads ninety days of the account in full, explains why each problem costs money, and ends with a change list in the order we would apply it. The check tells you whether there is a problem; the audit tells you what to do about it.
Do you need access to my Google Ads account?
Yes, read-only, through a manager account request that you approve and can revoke the day the audit arrives. Screenshots do not work: the search terms report, the change history and the conversion settings are only visible inside the account, and those three are where the findings come from.
Is the audit free if I sign up afterwards?
It costs £150 whatever you decide, and if you go on to a monthly plan the £150 comes off the £199 setup fee. So a business that goes ahead has paid for the reading once, and a business that does not has a document it can act on.
Will you make the changes as part of the audit?
No. The audit is the reading and the list; applying the list is either the monthly plan, or you, or your current agency. The list is written so that any of the three can follow it, with the expected effect of each item beside it.
My Birmingham agency sends me a report every month. Why pay for a second opinion?
Because an agency reviewing its own work has no reason to find the search terms it should have excluded a year ago, or to question a percentage fee that rises with your budget. A second reader with no stake in the account finds different things. If the account is clean, the audit says so in the first paragraph, and that is worth knowing too.
Can the audit cover Microsoft Ads or Meta as well?
Microsoft Ads yes, if the account exists, because the structure and the reports are nearly identical and it usually takes an extra hour. Meta, LinkedIn and TikTok no; this site is Google and Microsoft search advertising and we do not audit what we would not run.
How long is the document?
Usually eight to twelve pages, most of it tables of what was found with the figures beside them, plus the one-page change list at the end. It is written to be handed to someone who has never opened Google Ads and still make sense.
Is five working days a promise?
Yes, counted from the day access is granted. Reading an account properly takes the best part of a day, and the document takes another; 5 working days leaves room for a question to you about what a lead is worth before the sums are finished.
Send the customer ID. The written audit is back within 5 working days.
£150, read by Daniel Stoychev, credited against setup if you go on to a monthly plan. The change list is yours whatever you decide to do with it.