Google Ads audit for SaaS & B2B teams.
A Google Ads audit from Two Spouts — run by SaaS Google Ads consultant Michael Schroder — is a deep review of your account that finds wasted spend, fixes broken tracking, and hands you a prioritized action plan. Here is a short walkthrough of how I audit a Google Ads account and what the final report looks like.
Where the leaks are. Where the wins are.
What is working
The campaigns, keywords and creatives quietly carrying your account so you can lean into them harder.
Root causes, not symptoms
Why CPA is climbing or conversion volume stalled — diagnosed from the data, not the dashboard.
Expansion opportunities
New keyword themes, audiences, channels and tests prioritized by expected impact.
A clear action plan
10–20 page report with prioritized recommendations and a 1-hour walkthrough call.
Google Ads audit plans & pricing.
Same rigorous process, different scope. Every audit is custom to your account.
- •Account structure
- •Bid management
- •Keywords & targeting
- •Negative keywords
- •Ad copy
- •Everything in Basic
- •Demographic analysis
- •Search term performance
- •Ad copy analysis
- •Multi-channel insights
- •Everything in Data Analysis
- •Tracking audit
- •Funnel recommendations
- •Landing page optimization
- •PPC dashboard build
How the Google Ads audit works.
- 01
Scope call
A short intro to align on goals, account history and the questions you want answered.
- 02
2–3 week audit
Deep-dive across structure, tracking, creative and data. Produces a 10–20 page report.
- 03
Diagnosis call
One-hour live walkthrough. You leave with a prioritized roadmap your team can act on.
Real audits. Read them before you buy.
These are actual client audits with names and domains scrubbed — open the full documents and judge the depth yourself. The rating is the state the account was in when it landed on my desk.
POS & Event Ticketing SaaS
30/100 at auditA funnel bouncing 85%+ of visitors at every step, segment analysis by age, device, schedule and location — ending in a suggested campaign structure rebuilt from scratch.
Social Media Scheduler SaaS
72/100 at auditTwelve months and ~A$99k of spend reviewed against a $20–40 target CPA — what worked, what didn’t, and recommendations beyond Google Ads.
B2B Credit Risk SaaS
35/100 at auditA free-trial funnel converting ~1,800 monthly visitors at 3% — traced from keyword to MQL, ending in a suggested account restructure.
Cobrowsing SaaS
23/100 at auditOnly 6% of spend was landing on relevant search terms — 20–50% of queries were "free"-seekers and competitor noise, pulled in by ad copy leading with the free plan.
Private Jet Rental eComm
78/100 at auditThe deepest of the set — segment analysis across country, age, ad schedule, household income, device and audiences, plus a conversion-tracking accuracy investigation.
NDIS Disability Support Provider
23/100 at audit80%+ of the "leads" weren't buyers at all — existing customers, support agents and job-seekers clicking paid ads. Search-term hygiene rebuilt from zero.
Delivery Tracking SaaS — follow-up audit
63/100 at auditA well-run account that still wasn't profitable — ~S$100 cost per trial compounding into ~S$5k CAC, and the maths on what has to move to hit time-to-profit.
Delivery Tracking SaaS
64/100 at auditHigh CPA on every campaign traced to a janky keyword → ad → landing page → trial flow. The audit reworks the whole user journey, not just the bids.
What clients say about audits.
“Michael did a great job auditing our Google Ads account and gave actionable advice we could implement.”
“Michael's auditing service is fantastic.”
“Clear insights, prioritized work, and the kind of report you can actually hand to a team.”
Google Ads audit questions, answered.
Once the audit is done, most clients move into ongoing SaaS Google Ads management or work with me as a Google Ads consultant. You can also see the results in our case studies.
Get an audit that's actually useful.
50+ custom audits delivered. Every one tailored to the account.
Tell me about your account.
Whether you want an audit, ongoing management, or just a second opinion on your current setup — drop a message and I’ll reply within one business day.