Free No account access needed Shopify D2C only

Google Ads Audit

Most free Google Ads audit tools grade your account against generic best practice. Twenty red warning triangles, none of which tell you whether you’re making money.

This Google Ads audit starts somewhere more useful: the demand you’re not capturing at all. Enter your domain and see the split between the brand searches you already own and the non-brand searches going to competitors.

Runs on your domain alone · No Google Ads access required · About 30 seconds

What an automated Google Ads audit can’t see

The Google Ads audit scan above is genuinely useful. It reads real search demand for your category and shows you the volume sitting outside your brand terms, which is usually where the growth is.

But no automated tool, ours included, can answer the question that decides everything else.

Are your conversion numbers real?

A tool reads the same numbers your dashboard reads. If page views are being counted as conversions, or a duplicate purchase tracker is double-counting orders, the tool inherits the error and grades you against it. Every downstream metric, including ROAS, is then fiction presented as data.

It also can’t know your margin. A 4x ROAS is excellent at a 1.3x break-even and a slow loss at 5x. Without your cost of goods, no tool can tell you which one you’re looking at. That’s why we work out break-even ROAS properly before judging any account.

What a full Google Ads account audit checks

A full Google Ads audit runs five checks, in this order. The order is the method: auditing campaign structure on top of broken tracking tells you nothing worth knowing.

01 · Is the conversion data true?

This is where every Google Ads audit should start. We reconcile Google Ads conversions against your Shopify order count for the same window. If they don’t match, we stop and fix that first. Duplicate purchase trackers and soft conversions counted as sales are the two most common causes. You can run this check yourself in about ten minutes.

02 · Does the feed support the campaigns?

Merchant Center health, product titles, identifiers, and variant structure. You can score your feed against 40 checks here in about 15 seconds, and we go deeper on the call.

03 · Are brand and non-brand separated?

Mixed together, brand revenue flatters the whole account and hides whether anything new is being created. This is the single most common reason an account looks healthy and isn’t growing.

04 · Does Performance Max have real structure?

Asset groups split by product line and region, with brand exclusions set. One asset group holding the whole catalogue is a budget leak with good-looking reporting on top.

05 · Are targets set against a real break-even?

An audit that never asks your margin can’t tell you whether the account is winning. We calculate break-even ROAS from contribution margin, and you can run your own numbers here.

What a Google Ads audit usually turns up

Every Google Ads audit we run turns up something the dashboard was hiding. An Australian jewellery brand came to us with page views, add-to-carts, and checkouts all registering as conversions, plus duplicate purchase trackers on top. A competent agency had been optimising against those numbers for months. The optimisations weren’t wrong. The inputs were.

We cut it to a single primary purchase action, restructured by product and region, and rebuilt the feed. Five months later: A$331,092 in tracked revenue at 3.0x blended ROAS against a 1.3x break-even, above break-even in every month including one lost to a stock shortage. The full breakdown is here.

A UK sports brand’s account looked fine on a dashboard: strong ROAS, no obvious errors. The audit showed it was almost entirely brand traffic, harvesting demand Meta had already created and generating none of its own. Building the non-brand engine took spend from £340 a month to over £21,000, above break-even in 9 months out of 9.

Neither finding required a clever tool. Both required someone to check whether the numbers meant what the dashboard said they meant.

How the free Google Ads audit works

  1. 01 Run the scan above. Domain only, no account access. You’ll see your brand versus non-brand demand split and what it would cost to capture.
  2. 02 Book a discovery call (15 minutes). We ask about your margin structure and what’s happened in the account so far.
  3. 03 We audit the account properly. Read access to Google Ads and Merchant Center, which you can revoke whenever you like. We work through the five checks above.
  4. 04 You get the findings and a fix order. Whether or not you work with us. Hand it to your current agency if that’s the outcome you want.
Book a Discovery Call →

Questions about the audit

Yes, both parts. The automated scan on this page returns your brand versus non-brand demand split at no cost; the detailed breakdown asks for a work email because each scan costs us a real API call. The manual audit that follows a discovery call is also free, and you keep the findings whether or not you work with us.
Not for the scan on this page. It works from your domain alone and reads public search demand data, so you can run it before speaking to anyone. The manual audit does need read access to Google Ads and Merchant Center, which you grant and can revoke at any time.
In order: whether conversion tracking is telling the truth, whether the Merchant Center feed supports the campaigns running on it, whether brand and non-brand are separated, whether Performance Max has real structure, and whether targets are set against a real break-even ROAS. The order matters, because auditing structure on top of broken tracking tells you nothing.
Automated tools grade your account against generic best practice. They flag low quality scores and missing sitelinks. What they can’t do is check whether your conversion numbers are real, or whether your ROAS clears your margin, because they don’t know your cost of goods. That’s the part a person has to do.
No. Shopify D2C brands doing $2–5M a year. The audit leans on Shopify-specific mechanics like thank-you-page tracking, the Google & YouTube channel, and the app conflicts that break purchase data, so on another platform it would be a weaker audit.
You get the findings and a fix order. If you want us to do the work we’ll quote it; if you’d rather hand it to your current agency or run it in-house, that’s fine and the findings are yours either way. Our guide to management pricing covers what the work costs if you go that route.

Get the audit a tool can’t run

Fifteen minutes, read-only access, and the Google Ads audit will tell you whether your conversion data is real, whether your feed supports your campaigns, and whether your targets clear your margin.

You keep the findings either way.

Book a Discovery Call or email team@jbmktg.com

Free · No obligation · Shopify D2C brands only