Budget, tracking, structure
Most Google Ads accounts lose 20% to 45% of the budget on the wrong queries, a distorted conversion measurement, and cannibalization inside the campaigns. Our engineering audit is not an automatic checklist report. It is a close reading of the auction and of how tight the data is.
A typical agency audit runs the account through a free auditor and a template whose advice is “turn on Google suggestions” or “add extensions”.
Cheap traffic from existing customers should not be bought a second time.
The same transaction, or a missing order-id deduplication, inflates the result.
A Target ROAS or a Target CPA that is too tight cuts off profitable auctions.
Scope
GTM, consent, GA4
Whether Consent Mode v2 collects signals, or cuts tracking off in the EU.
Whether enhanced conversions pass SHA-256 to Google Ads.
Trigger loops, duplicate purchase and lead events, and errors in the dataLayer.
Whether orders land on PayU, Przelewy24, or the bank instead of on the campaign.
Cannibalization
Search against Performance Max and the product campaigns.
Whether broad match pulls in informational traffic.
Whether the group, the responsive ad, and the landing page say the same thing.
30, 60, and 90 days
Queries that spend and have not a single conversion.
Whether jobs, logins, reviews, guides, and free samples were excluded.
Display and YouTube: children's apps, games, and sites built to catch the ad.
Lost impressions
Lost impression share from budget and from rank.
Whether Target ROAS and Target CPA are too cautious, or unrealistic for the funnel.
Where a higher budget raises profit in a straight line, and where it eats the margin.
Variants
0 PLN, 24–48 hours
Accounts from 3,000 PLN a month.
Critical errors, how tight the tags are, and the queries.
A short summary with three to five findings.
4–6 working days
Accounts from 15,000 PLN a month.
The four layers, the GTM code, Merchant Center feeds, and the API architecture.
A document with a repair plan and a 60-minute conversation. A quote of its own, credited if the work continues.
Ten digits of the Google Ads account, for example 123-456-7890.
We send a read-only link from the manager account.
You approve the request in your own account.
After the audit you remove the access with one click.