How to Perform a Free Google Ads Audit Without Losing Your Mind

Hello! I am Misael Echeverría, Search Engine Marketing Lead at WeLoveWeb. If you have made it this far, it is likely for one of two reasons: either you feel that Google is keeping your money without delivering results, or you are someone who, like me, cannot sleep soundly knowing your account could be performing 20% better.

I have spent years analyzing accounts of all sizes, from modest SME budgets to international accounts with six-figure monthly investments. And I am going to tell you a painful truth: most Google Ads accounts are poorly configured. It is not for lack of effort, but because the platform has become so complex that it is easy to get lost in its “black box.”

Today, I am not here to give you a sales pitch. I want to teach you how to perform a free Google Ads Audit on your own, using my personal methodology. We are going to analyze what works, what is redundant, and where that black hole is through which your budget is escaping.

1. The Master Pillar: Conversion Measurement

Before touching a single bid or keyword, stop. If you do not measure correctly, you do not exist. In a free Google Ads Audit, the first thing I review is the “Conversions” tab.

If you are optimizing for “clicks,” you are throwing money away. Google needs success signals so that its Artificial Intelligence can work for you. Do you have enhanced conversion tracking set up? Are you using Consent Mode V2 correctly?

In 2026, with the total disappearance of third-party cookies, data accuracy is the most valuable asset. According to research on digital advertising effectiveness in privacy-restricted environments, accounts that use first-party data and robust conversion signals obtain a significantly higher return on investment.

Expert Tip: Verify that you are not counting low-value pages, such as simple home page access, as a “conversion.” Focus on qualified leads, actual sales, or phone calls.

2. The Importance of Account Structure

Your account structure is the skeleton of your strategy. During your free Google Ads Audit, observe how your campaigns are organized. Years ago, the trend was SKAG (Single Keyword Ad Groups). Today, that is history.

Google now rewards data consolidation. If you have 50 campaigns with a 2-euro budget each, the AI will never learn anything. Group your products or services logically so that each campaign has enough conversion volume for Smart Bidding to function.

What to check in the structure?

• Network segmentation: Are you mixing Search with Display in the same campaign? Beginner mistake. Always separate them.
• Search partner network: Sometimes it works, but it often brings low-quality traffic. Disable it in your test and compare results.
• Limited budgets: If your campaign says “Limited by budget,” you are losing profitable auctions. It is preferable to have fewer campaigns that are well-funded.

3. Quality Score: The Formula for Savings

Many people believe that to appear first, you have to bid more. That is false. Google wants the user to have a good experience. The Quality Score is a rating from 1 to 10 that determines how much you actually pay for each click.

If in your free Google Ads Audit you detect keywords with a Quality Score lower than 5, you have a serious problem. You are paying an “inefficiency tax.”

$$Ad Rank = Max CPC \times Quality Score$$ To improve this metric, look at ad relevance and landing page experience. If your ad mentions “leather shoes” and the website leads to a “sports shoes” section, Google will penalize you. Consistency is the key to lowering your costs.

4. Keyword and Search Term Audit

This is the point where the most money is usually recovered. One thing is what you think you are bidding on, and quite another is what the user actually types.

In your free Google Ads Audit, go to the “Search terms” section. If you use broad match, you are in for some unpleasant surprises. It is essential to review which terms are triggering your ads and to add negative keywords aggressively.

As a Google Ads agency in Spain, we have seen lawyer accounts appearing for searches like “free lawyer series” or “lawyer games.” Every one of those clicks is money thrown in the trash.

Tips for a deep clean:

1. Analyze broad match: Use it only if you have a very solid Smart Bidding strategy and a high conversion volume.
2. Shared negative keywords: Create account-level lists to filter out junk terms like “free,” “jobs,” “pdf,” or “what is.”
3. Negative conflicts: Ensure you are not accidentally blocking keywords that you actually want.

5. The Power of Ads and Assets (Extensions)

Are your ads boring? In 2026, Responsive Search Ads (RSA) are the standard. Google asks for up to 15 headlines and 4 descriptions to combine them using machine learning.

In your free Google Ads Audit, check the “Ad strength.” If it is not “Excellent,” start writing. But do not just write anything: use benefits, not just features. And please, utilize all available assets (sitelinks, image assets, callouts, call assets). Assets do not just provide more information; they increase the size of your ad and improve the CTR (click-through rate).

According to technical data from Google Ads Help, the correct use of ad assets can significantly increase CTR, which in turn improves your Quality Score and reduces your costs.

6. Bidding Strategies: Moving Beyond Manual Mode

Are you still using Manual CPC? Unless you are nostalgic or have an account with zero volume, it is time to evolve. Google’s Smart Bidding (Maximize Conversions, tCPA, tROAS) is incredibly powerful because it analyzes thousands of signals in milliseconds (location, time, device, user history).

However, in your free Google Ads Audit, you must ensure that the targets (target CPA) are realistic. If you ask Google for a €5 CPA when your market is paying €50, your campaign will stop. Adjust your goals based on the reality of your profit margin.

7. Competitor Analysis: Who is Stealing Your Traffic?

You do not work in a vacuum. Use the “Auction Insights” tool. If you see that direct competitors are gaining impression share on your main keywords, something is wrong. Perhaps their offer is more attractive or their budget is larger.

Sometimes, the best strategy is not to compete for the most expensive words, but to find niches where the ROI is healthier. This is what differentiates an account manager from a true marketing strategist. Academic studies show that excessive bidding aggressiveness often leads to the “winner’s curse,” where you end up paying more than the customer is worth to your business.

Do you feel your account needs a professional hand?

Performing a free Google Ads Audit is the first step, but successfully applying it requires time and a technical vision that only experience provides. At WeLoveWeb, we are not satisfied with your ads just “appearing”: we are obsessed with them selling.

If you have realized that your account has budget leaks or that you could be scaling much faster, do not hesitate to contact us. As a Google Ads agency in Spain, our approach is 100% results-oriented and transparent. We want to be your strategic partner, not just another provider.

Click here to see how we can transform your Google Ads account

Take control of your investment today

Digital marketing is not an expense; it is an investment, but only if managed with rigor. An unaudited Google Ads account is like a car with an oil leak: it might run, but sooner or later the engine will seize.

I hope this guide helps you detect those critical errors. If you want myself or someone from my team to review your strategy in a personalized way and help you maximize your profit, visit us in our Google Ads section. Let’s make your business truly grow!

FAQ: Free Google Ads Audit