Managing your Google Ads account internally can feel like a great way to maintain control over your digital marketing strategy and budget. However, the platform has become increasingly complex, with new targeting options and features, and it’s easy to miss subtle details that could be costing you significant revenue. It is very easy to waste a large portion of your advertising budget if your campaigns aren’t maximizing the benefit and reach from these tools and features.
At Gazz Digital, we often see businesses that are doing the work but aren’t seeing the ROI they expect. That’s where a professional Google Ads account audit comes in. An audit from an external consultant isn’t just about finding mistakes; it’s about uncovering hidden growth and efficiency.
Here are some key reasons we’ve identified over the years as to why an external consultant can improve your internal Google Ads campaign management and performance:
- Maximizing the Benefit from the Latest Features and Tools: Google Ads updates its interface and capabilities regularly, sometimes smaller updates while others are significant. From AI-driven Performance Max campaigns to demographics to new audience signals, an external consultant lives and breathes these changes on a daily basis. We identify missed opportunities, like specific ad extensions or beta features, that your internal team might not have the bandwidth to research, ensuring your brand, ads and messaging appears in front of the right audiences and stays ahead of the competition.
- Optimization for Measurable Cost Savings: Small adjustments to your bidding strategy or quality score can lead to measurable shifts in your bottom line. An experienced Google Ads professional can highlight wasted spend on irrelevant search terms and update your account to ensure every dollar is working harder. Our goal is to drive better performance while simultaneously lowering your acquisition costs.
- Verification of Conversion Tracking: Conversion tracking is the most critical tool in your campaigns, yet we’ve observed that it is frequently set up incorrectly. If you aren’t measuring the right actions, or if your data is being double-counted, the system isn’t optimizing correctly and may be optimizing for the wrong actions. A consultant will verify that your tracking pixels and goals are measuring true ROI accurately.
- Strategic Keyword Match Types: Keyword strategy isn’t just about finding the right words; it’s about choosing the right match types. Whether you should be utilizing broad, phrase, or exact matching depends heavily on your specific industry, targeted audiences, search trends and budget. We help identify better targeting opportunities to reach high-intent customers while filtering out informational queries and the “tire kickers.” Ad targeting should be all about reaching ‘high intent’ keywords and searchers.
- Lowering Your Cost Per Lead (CPL): Ultimately, the recommendations and optimizations identified and implemented during a consultant’s audit are designed to improve your account’s overall health. By refining your ad copy, landing page relevance, and targeting, we help improve your performance metrics and lower your overall cost per lead, improving the ROI on your marketing budget.
- Instructions for Long-Term Internal Maintenance and Self-Optimization: A professional Google Ads audit doesn’t just fix things for today; it empowers your team for tomorrow. After the audit, we provide a roadmap and instructions on how to maintain and further optimize the account yourself. This ensures that the gains made during the audit aren’t lost over time.
Contact Gazz Digital today to discuss how a comprehensive Google Ads audit can revitalize your campaigns and maximize your digital impact.
If you’re ready to stop being frustrated at your Google Ads campaign underperformance and start improving your return, it’s time for a fresh set of eyes.
