20% OFF Google Ads Audits Sale Ends Soon 🔥 |
d h m s

Top 10 Google Ads Audit Tools

Frequent audits of your Google Ads campaigns are important if you want the best results.

We’ve created a list of tools that will help you get a clear overview and make it easy to audit your Google Ads.

The list is in no particular order as it’s all a matter of personal needs and preferences.

Let’s get right into it!

1. WordStream’s Google Ads Performance Grader

WordStream’s Google Ads Performance Grader is a distinguished tool in the realm of Google Ads auditing, celebrated for its ease of use and profound insights into campaign performance.


This tool is particularly designed for marketers seeking a comprehensive yet straightforward evaluation of their Google Ads campaigns, offering a quick, detailed analysis that highlights strengths and identifies areas for improvement.

What sets WordStream Google Ads Performance Grader apart is its focus on delivering actionable insights through an intuitive platform. It simplifies the audit process by grading your Google Ads account against key metrics, providing a clear, immediate understanding of where your campaigns stand and what steps you can take to improve performance.

What Makes WordStream Google Ads Stand Out

  • Instant Performance Insights: Offers a quick, comprehensive analysis of your Google Ads account, grading it against industry benchmarks and providing a snapshot of overall performance.
  • Actionable Recommendations: Delivers specific, actionable advice to improve campaign effectiveness, from bid adjustments to keyword optimization.
  • User-Friendly Reports: Generates clear, easy-to-understand reports that outline performance grades and recommendations, making it accessible for marketers of all experience levels.

Key Features of WordStream Google Ads

The WordStream Google Ads Performance Grader includes several key features designed to optimize Google Ads campaigns:

  • Performance Benchmarking: Grades your campaigns against those of competitors and industry benchmarks, providing a clear picture of where you stand.
  • Wasted Spend Analysis: Identifies areas where your budget may be wasted on ineffective keywords or poorly targeted ads, offering suggestions for reallocating spend more effectively.
  • Quality Score Evaluation: Examines your Quality Scores and offers insights into how they could be improved, which can lead to lower costs per click and better ad positions.
  • Click-Through Rate Analysis: Assesses the click-through rates of your ads, highlighting those that underperform and suggesting ways to enhance them.

Benefits of Using WordStream Google Ads

Utilizing WordStream’s Google Ads Performance Grader as part of your auditing toolkit brings several benefits:

  • Improved Campaign Efficiency: By pinpointing areas of waste and suggesting optimizations, it helps make your campaigns more efficient, maximizing ROI.
  • Enhanced Understanding of Performance: The grading system offers a straightforward way to understand campaign performance at a glance, making it easier to identify success factors and areas for improvement.
  • Streamlined Optimization Process: With clear, actionable recommendations, the tool simplifies the optimization process, allowing marketers to quickly implement changes that can lead to improved campaign performance.

2. Clever Google Ads Audit

Clever Google Ads Audit is a notable Google Ads audit tool that specializes in simplifying the audit process, offering intuitive insights and actionable recommendations to optimize advertising campaigns.

Clever Google Ads Audit tool

Its focus on ease of use and quick implementation of suggestions makes it particularly appealing for advertisers looking for straightforward, impactful improvements.

Introduction to Clever Audit

Clever Audit sets itself apart by offering a user-friendly platform (available on any device) that simplifies the complexities of Google Ads audits. It’s designed for advertisers who value simplicity, speed, and effectiveness. With Clever Audit, the emphasis is on identifying quick wins and easy optimizations that can significantly enhance the performance of Google Ads campaigns without requiring deep technical expertise.

What Makes Clever Audit Stand Out

  • Accessibility: Clever Audit is designed to be accessible to marketers of all skill levels, eliminating the need for deep technical knowledge to understand and implement its recommendations.
  • Speed: It provides fast, actionable insights, allowing for rapid implementation of improvements and adjustments to campaigns.
  • Comprehensive Analysis: Despite its simplicity, Clever Audit does not skimp on depth, offering a thorough examination of campaign structure, keyword effectiveness, and ad copy relevance.

Key Features of Clever Audit

Clever Audit includes several features aimed at optimizing Google Ads campaigns efficiently:

  • Automated Audit Reports: Generates detailed reports highlighting areas of improvement, potential issues, and opportunities for optimization across your Google Ads campaigns.
  • Performance Insights: Offers clear, concise insights into campaign performance, including ad spend efficiency, conversion rates, and keyword performance.
  • Actionable Recommendations: Provides straightforward recommendations that can be implemented quickly to improve campaign outcomes.

Benefits of Using Clever Audit

Incorporating Clever Audit into your Google Ads strategy comes with multiple advantages:

  • Enhanced Campaign Performance: By focusing on actionable insights, Clever Audit helps advertisers improve their campaign performance, leading to better ROI and higher conversions.
  • Time-Saving: Its streamlined approach saves valuable time, making it easier to manage and optimize campaigns without getting bogged down in data analysis.
  • Ease of Use: Clever Audit’s user-friendly interface and clear recommendations make it accessible for advertisers of all experience levels, ensuring that anyone can optimize their Google Ads campaigns effectively.

3. Semrush’s PPC Advertising Toolkit

Semrush’s PPC Advertising Toolkit is a widely recognized and powerful digital marketing tool that has carved out a significant niche in the world of Google Ads auditing.

Semrush advertising research preview

Its strength lies in its versatility and comprehensive suite of features designed to optimize digital marketing efforts across the board, not just in paid advertising.

Semrush stands out from the crowd for its robust analytics and the depth of data it offers. It’s a tool that goes beyond simple Google Ads auditing to encompass SEO, content marketing, competitor analysis, and social media monitoring. This makes it an invaluable resource for marketers looking to adopt a holistic approach to digital strategy.

What Makes Semrush Stand Out

  • Extensive Database: Semrush boasts one of the largest keyword databases on the market, providing users with unparalleled insights into keyword strategies, including PPC and SEO analytics.
  • Competitor Analysis: It allows users to peek behind the curtain of their competitors’ strategies, offering detailed insights into their ad spends, keyword bids, and campaign performance.
  • Integrated Marketing Toolkit: Beyond PPC, Semrush offers tools for SEO, content marketing, social media, and market research, making it a one-stop-shop for digital marketers.

Key Features of Semrush

The features of Semrush are designed to support comprehensive campaign management and optimization:

  • PPC Keyword Tool: Helps in refining ad campaigns by discovering and organizing keywords, identifying match types, and removing conflicts within keyword lists.
  • Ad Builder: Facilitates the creation of effective ad texts based on competitive research, saving time and improving campaign quality.
  • Display Advertising Tool: Provides insights into competitors’ display ads, allowing users to benchmark against industry standards and optimize their display strategies.
  • Traffic Analytics: Offers an overview of any company’s web traffic and user engagement, enabling strategic decisions based on market trends and consumer behavior.
  • Site Audit: A powerful tool for identifying and fixing SEO issues, ensuring that nothing hinders the performance of your paid campaigns indirectly.

Benefits of Using Semrush

Semrush is a tool that brings a multitude of benefits to its users, emphasizing efficiency, strategic insight, and comprehensive optimization capabilities:

  • Actionable Insights: Provides data-driven insights that can directly inform strategic decisions, from keyword optimization to competitive positioning.
  • Saves Time: Automates many aspects of campaign management and competitor analysis, allowing marketers to focus on strategy rather than data collection.
  • Improves ROI: By optimizing every facet of digital marketing efforts, from SEO to social media, Semrush helps improve the overall return on investment for marketing spend.

4. Optmyzr

Optmyzr is a robust Google Ads audit tool that brings a high level of automation and intelligence to PPC campaign management.

Optmyzr tool preview

This platform is designed to make the lives of digital marketers easier by providing advanced optimization techniques and insightful analytics that streamline the process of managing Google Ads campaigns.

Optmyzr differentiates itself through its comprehensive suite of tools and features focused on enhancing the efficiency and performance of PPC campaigns. It’s tailored for agencies and in-house marketing teams looking to gain a competitive edge by automating routine tasks and focusing on strategic decision-making. Optmyzr’s capabilities in data analysis and optimization make it a standout choice for those seeking to maximize their Google Ads investments.

What Makes Optmyzr Stand Out

  • One-Click Optimizations: Optmyzr offers a range of one-click solutions for common PPC tasks, such as bid adjustments and keyword optimizations, significantly reducing manual workload.
  • Advanced Reporting: Features customizable reporting tools that deliver insightful analysis on campaign performance, helping users to quickly identify trends and adjust strategies accordingly.
  • Enhanced Scripting: For those who like to get hands-on with their campaign automation, Optmyzr provides advanced scripting capabilities, allowing for further customization and automation of complex tasks.

Key Features of Optmyzr

Optmyzr is packed with features that cater to various aspects of PPC campaign management:

  • Data Insights and Visualization: Provides deep insights into campaign performance with visual data presentations, making it easier to digest complex information and make informed decisions.
  • Bid Management: Utilizes advanced algorithms to automate bid adjustments, ensuring that campaigns are always optimized for the best possible ROI.
  • Account Workouts: Offers a quick overview of account health and suggests optimizations that can be applied with just a few clicks, streamlining the management process.
  • Shopping Ads Optimization: Specialized tools for managing Google Shopping campaigns, including feed management and performance optimization.

Benefits of Using Optmyzr

Adopting Optmyzr for Google Ads auditing and optimization brings several key advantages:

  • Efficiency in Campaign Management: Automates and simplifies numerous aspects of PPC management, freeing up time for strategic planning and creative work.
  • Improved Campaign Performance: Through its range of optimization tools and actionable insights, Optmyzr helps in significantly enhancing the performance of Google Ads campaigns.
  • Strategic Decision Support: The comprehensive reporting and analytics capabilities provide a solid foundation for making data-driven decisions that can lead to better campaign outcomes.

5. Vaizle’s Free Google Ads Audit Tool

Vaizle’s Free Google Ads Audit Tool emerges as a dynamic solution tailored for advertisers seeking to enhance their Google Ads campaign’s effectiveness without the intricacies often associated with digital marketing tools.

Vaizle's Free Google Ads Audit Tool preview

It distinguishes itself through a blend of simplicity, depth, and actionable insights, all presented in a user-friendly interface that demystifies data analysis.

Introduction to Vaizle’s Free Google Ads Audit Tool

This tool is meticulously designed to cater to the needs of small to medium-sized businesses and marketers who aim to get a grip on their Google Ads performance without delving into overly complex analytics. What sets Vaizle apart is its commitment to providing immediate, comprehensible insights that can be directly applied to improve ad performance, optimize spending, and enhance ROI.

What Makes Vaizle’s Free Google Ads Audit Tool Stand Out

  • User-Centric Design: Vaizle has built its platform with the user in mind, ensuring that every feature, from data presentation to insight generation, is accessible and actionable for marketers of all levels.
  • Comprehensive Insights: It offers a panoramic view of your Google Ads campaigns, from keyword performance to product catalog analysis, ensuring that no stone is left unturned in your quest for optimization.
  • Periodic Performance Updates: With Vaizle, you’re not just getting a one-time snapshot of your campaigns but ongoing, periodic insights that help you track performance over time and adjust strategies accordingly.

Key Features of Vaizle’s Free Google Ads Audit Tool

The tool encapsulates a suite of features aimed at providing a holistic overview and granular analysis of Google Ads campaigns:

  • Campaign Performance Overview: Gives you a bird’s-eye view of your campaigns, highlighting areas of success and those needing attention.
  • Detailed Insights: Delves into metrics such as total cost, purchases, clicks, and CTR, offering both daily and weekly updates to keep your strategies aligned with real-time performance.
  • Keyword and Product Performance Analysis: Helps identify your most effective keywords and “hero” products, enabling targeted optimizations to enhance campaign efficacy.
  • Device Share Breakdown: Helps you find which devices (desktop, mobile, tablet, or TV) generate the most clicks, impressions, cost, and conversion value.

Benefits of Using Vaizle’s Free Google Ads Audit Tool

Incorporating Vaizle into your Google Ads strategy can significantly impact your advertising efforts:

  • Optimized Campaign Performance: By pinpointing exactly what works and what doesn’t, Vaizle allows for precise tweaks and adjustments, leading to improved performance and ROI.
  • Time-Saving: The tool’s emphasis on actionable insights and automated analysis saves valuable time, freeing you up to focus on strategic decision-making rather than data crunching.
  • Enhanced Strategic Insight: With comprehensive data analysis and periodic updates, Vaizle equips you with the knowledge needed to make informed, strategic marketing decisions.

6. Acquisio

Acquisio is a premier Google Ads audit and optimization tool that specializes in bid and budget management, making it an essential asset for advertisers seeking to maximize their digital advertising ROI.

Acquisio tool preview

Its powerful machine-learning algorithms automate the optimization process, ensuring that your campaigns are always tuned for the best possible performance.

Introduction to Acquisio

Acquisio sets itself apart with its focus on automating bid management and optimizing budget allocation across various campaigns and platforms. This tool is particularly beneficial for agencies and businesses managing multiple accounts, offering them a way to efficiently oversee and enhance their digital advertising efforts with less manual intervention.

What Makes Acquisio Stand Out

  • Machine Learning Optimization: At its core, Acquisio uses advanced machine learning algorithms to automate bid adjustments and optimize budget distribution, ensuring your ads achieve the best possible outcomes.
  • Cross-Platform Management: It allows for the management of advertising campaigns across Google Ads, Bing, and social media platforms from a single interface, simplifying the task of cross-platform advertising.
  • Performance Reporting: Acquisio provides detailed performance reports, giving users insights into campaign effectiveness and areas for improvement.

Key Features of Acquisio

Acquisio boasts a suite of features aimed at improving the efficiency and effectiveness of digital advertising campaigns:

  • Bid and Budget Management: Automates the process of bid adjustments and budget allocation to maximize campaign performance and ROI.
  • Cross-Platform Campaign Management: Enables management of campaigns across multiple advertising platforms, providing a unified view of performance.
  • Predictive Analytics: Uses predictive analytics to forecast campaign performance and guide budget allocation decisions.
  • Dynamic Reporting: Offers customizable reporting tools that generate in-depth analyses of campaign data, highlighting key performance indicators and trends.

Benefits of Using Acquisio

Adopting Acquisio as part of your digital advertising toolkit comes with multiple benefits:

  • Enhanced Campaign Performance: Through automated bid management and optimized budget allocation, Acquisio helps improve the efficiency and effectiveness of your advertising campaigns.
  • Time Savings: The automation of routine tasks reduces the amount of time needed for campaign management, allowing marketers to focus on strategy and creative development.
  • Insightful Data Analysis: With its advanced reporting features, Acquisio provides valuable insights into campaign performance, enabling data-driven decision-making.

7. ReportGarden

ReportGarden is a standout tool in the realm of Google Ads auditing, designed to streamline and enhance the efficiency of digital advertising campaigns.

ReportGarden PPC tool preview

It distinguishes itself by providing a comprehensive suite of features tailored to advertisers, marketing agencies, and digital marketing professionals aiming for optimized campaign performance and increased return on ad spend (ROAS).

What Makes ReportGarden Stand Out

  • Comprehensive Auditing: Unlike other tools that may focus on specific aspects of Google Ads campaigns, ReportGarden offers a holistic view, examining everything from keyword performance and ad copy efficiency to landing page effectiveness.
  • Customized Reporting: It delivers insights through tailored reports that break down complex data into actionable information, enabling users to make informed decisions swiftly.
  • Integration Capability: Seamlessly integrates with other digital marketing platforms, providing a unified view of marketing efforts across channels.

Key Features of ReportGarden

ReportGarden’s arsenal of features is designed to address the multifaceted needs of Google Ads management, from setup to optimization:

  • Ad Performance Analysis: Tracks and analyzes the performance of ads, providing insights into which ads are performing well and why, enabling users to replicate success across their campaigns.
  • Keyword Optimization: Offers detailed analysis of keyword performance, including recommendations for optimization, to ensure campaigns are targeting the most effective keywords.
  • Landing Page Insights: Evaluates the effectiveness of landing pages in relation to campaign goals, suggesting improvements to increase conversions.
  • Competitor Analysis: Includes tools for assessing competitor strategies and performance, providing valuable intel for refining campaign strategies.
  • Budget Tracking: Helps manage and optimize ad spending to ensure the best possible ROI, preventing budget overruns and underutilization.

Benefits of Using ReportGarden

Choosing ReportGarden as your Google Ads audit tool comes with a range of advantages:

  • Efficiency in Campaign Management: Streamlines the process of managing and optimizing Google Ads campaigns, saving time and resources.
  • Enhanced Decision Making: With detailed reports and insights, advertisers can make more informed decisions, quickly adjusting strategies for better performance.
  • Flexible Pricing: Offers a range of pricing options to accommodate different sizes and types of users, from small businesses to large agencies, ensuring that you only pay for what you need.

8. Adalysis

Adalysis is a highly specialized Google Ads audit tool designed to empower advertisers with actionable insights and automated solutions for optimizing their ad campaigns.

Adalysis tool preview

Its unique selling proposition lies in its focus on simplifying the complexity of PPC campaign management through intelligent automation and detailed analysis.

Introduction to Adalysis

Adalysis stands out in the crowded space of digital marketing tools by offering a streamlined, user-friendly interface that makes the audit and optimization of Google Ads campaigns accessible to marketers of all skill levels. This tool specifically addresses common pain points in PPC management, such as identifying underperforming ads, resolving keyword conflicts, and improving Quality Scores.

What Makes Adalysis Stand Out

  • Automated Ad Testing: Adalysis automates the A/B testing process for ads, allowing users to quickly identify the best-performing variations without manual oversight.
  • Quality Score Analysis: It offers detailed insights into Quality Scores, including historical performance tracking, to help advertisers understand the factors affecting their scores and how to improve them.
  • Keyword Management: Simplifies the management of keywords, including detection of conflicts and recommendations for optimization, ensuring that campaigns target the most effective keywords.

Key Features of Adalysis

Adalysis is packed with features designed to optimize Google Ads campaigns:

  • Performance Alerts: Automated alerts notify users about potential issues and opportunities within their campaigns, from budget pacing to ad performance.
  • Ad and Keyword Diagnostics: Pinpoints specific problems within ads and keywords, offering suggestions for improvement and streamlining the optimization process.
  • Comprehensive Reporting: Generates detailed reports that highlight key performance indicators, campaign trends, and areas for optimization, all presented in an easily digestible format.
  • Landing Page Analysis: Evaluates the effectiveness of landing pages in conjunction with ad performance to ensure a cohesive and optimized user journey from click to conversion.

Benefits of Using Adalysis

Choosing Adalysis as your Google Ads audit tool offers several key benefits:

  • Saves Time: Its automated processes and intelligent insights reduce the amount of time needed for campaign analysis and optimization, allowing marketers to focus on strategic decision-making.
  • Improves Campaign Performance: By systematically identifying and addressing issues within ads and keywords, Adalysis helps improve overall campaign performance and ROI.
  • Enhances Decision Making: With clear, actionable insights and comprehensive reporting, Adalysis empowers advertisers to make informed decisions that drive campaign success.

9. Shape

Shape is an innovative Google Ads audit and optimization tool that stands out for its advanced data aggregation capabilities.

Shape tool preview

This platform is specifically designed to centralize, manage, and analyze advertising data from various sources, making it an indispensable tool for marketers and agencies who manage diverse and complex digital advertising portfolios.

Shape distinguishes itself by offering a seamless solution for data management challenges commonly faced in digital advertising. By aggregating data across multiple advertising platforms into a single, coherent framework, Shape enables advertisers to gain a holistic view of their campaigns’ performance. This capability is crucial for making informed decisions and optimizing ad spend across the board.

What Makes Shape Stand Out

  • Comprehensive Data Aggregation: Collects and centralizes data from Google Ads, Bing Ads, Facebook Ads, and other digital advertising platforms, allowing for unified campaign management.
  • Real-Time Data Access: Provides instant access to updated data, ensuring that advertisers can make timely optimizations based on the latest information.
  • Customizable Reporting: Offers flexible reporting tools that can be tailored to meet specific analytical needs, providing clear insights into campaign performance and ROI.

Key Features of Shape

Shape’s features are built around enhancing the efficiency and effectiveness of digital advertising through better data management:

  • Cross-Platform Dashboard: A unified dashboard that presents aggregated data from all connected advertising accounts, offering a comprehensive overview of performance metrics.
  • Budget Management Tools: Advanced tools for tracking and managing ad spend across campaigns, ensuring optimal allocation of budgets according to performance and objectives.
  • Automated Alerts and Recommendations: Generates alerts for significant performance changes and provides recommendations for optimizations, helping advertisers stay ahead of the curve.

Benefits of Using Shape

Incorporating Shape into your digital advertising toolkit offers several significant advantages:

  • Enhanced Campaign Insights: By centralizing data from multiple sources, Shape provides deeper insights into campaign performance, enabling more informed strategic decisions.
  • Time and Resource Efficiency: Automates data collection and reporting processes, saving valuable time and resources that can be redirected towards strategic planning and creative development.
  • Optimized Ad Spend: With advanced budget management features and real-time data access, Shape helps advertisers optimize their ad spend for maximum ROI.

10. Opteo

Opteo is a Google Ads management tool that’s built on the premise of making PPC campaign management both simpler and more effective.

Opteo tool preview

It combines automation with intelligent insights to help digital marketers and agencies optimize their Google Ads campaigns with greater efficiency.

Opteo distinguishes itself through its user-friendly interface and intelligent optimization algorithms. It’s designed to streamline the process of managing Google Ads campaigns by automating routine tasks and providing actionable insights. This focus on automation and ease of use makes Opteo an attractive option for marketers looking to save time while enhancing campaign performance.

What Makes Opteo Stand Out

  • Automation First: Opteo prioritizes automation, offering features like automated bid adjustments and smart recommendations to improve campaign efficiency.
  • Comprehensive Insights: It delivers in-depth insights into campaign performance, identifying opportunities for optimization that might not be immediately obvious.
  • User-Centric Design: With a focus on a clean, intuitive interface, Opteo makes it easy for users to navigate their campaigns and implement changes quickly.

Key Features of Opteo

Opteo’s suite of features is carefully curated to address various aspects of Google Ads campaign management:

  • Smart Recommendations: Utilizes machine learning to generate recommendations for improving campaign performance, from keyword additions to bid adjustments.
  • Performance Monitoring: Keeps a close eye on campaign metrics, alerting users to significant changes or areas that require attention.
  • Ad Testing: Automates the process of A/B testing for ads, enabling users to quickly identify the most effective ad variations.
  • Keyword Optimization: Offers tools for refining keyword strategies, including suggestions for new keywords and adjustments for match types.

Benefits of Using Opteo

Incorporating Opteo into your Google Ads management process offers several compelling advantages:

  • Time Efficiency: By automating routine tasks and analysis, Opteo saves users a significant amount of time, freeing them to focus on strategic decision-making.
  • Improved Campaign Results: Its smart recommendations are designed to enhance campaign performance, potentially leading to higher conversions and a better return on investment.
  • Ease of Use: Opteo’s user-friendly design and straightforward recommendations make it accessible to marketers of all experience levels, reducing the learning curve associated with Google Ads management.

Honorable mention: ChatGPT

You can also utilize AI for auditing your Google Ads.

Key Features of ChatGPT

  • Account Structure Analysis
  • Keyword and Ad Copy Performance Review
  • Conversion Tracking and Attribution Modeling
  • Quality Score Assessment
  • Budget and Bid Strategy Evaluation

Check out our guide and learn more about how to perform Google Ads audit with ChatGPT.


That concludes our top 10 Google Ads audit tools list.

Hope you’ve enjoyed it and that you’ve found the tool that suits you the best.

We also have many tools that could help you with your everyday Google Ads tasks, check them out here.

Before conducting your Google Ads audit, make sure to learn the 10 common mistakes in Google Ads audits.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.