A Google Ads audit that shows where your budget goes
We read your Google Ads account line by line: what it counts as a result, which searches you pay for, and why your ads sometimes don't show. You get a written plan of what to fix first.
In this example, €107.75 of a €344.05 budget goes to four searches that bring no leads.
Three signs your account needs an audit
Clicks, but no customers
Traffic keeps growing, but the phone doesn't ring more often.
The report says everything is up
Conversions rise every month. Revenue doesn't show it.
Nobody knows what a customer costs
You can see what was spent. Nobody can tell you the cost of one new customer.
What we check
Six steps, always in this order
We start with tracking, because everything else depends on it. If the account counts the wrong things, fixing keywords and ads changes nothing.
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01
Tracking
What the account counts as a result
Google learns from whatever you call a conversion. If page views or button clicks are in there, the account shows good numbers and buys the wrong visitors. We split conversions by type and show which ones bring in money.
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02
Search terms
Which searches you pay for
A keyword is not the same as a search. We sort every search term by cost and find the themes that spend budget and don't sell: job seekers, competitor names and things you don't offer.
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03
Budget and rank
Why your ads sometimes don't show
When an ad doesn't show, there are two reasons: the daily budget ran out, or the ad ranks too low in the auction. Each needs a different fix. We measure how many searches you lose to each.
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04
Structure
Whether every campaign is needed
More campaigns does not mean more money. Each campaign needs enough clicks for Google to learn. We check whether the budget is spread so thin that no campaign gets enough.
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05
Bidding
Whether the target is choking the campaign
A target that is too strict works like a brake: fewer clicks, less data, weaker results. We compare the target with what the account really achieves and with what your business can afford.
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06
Ads and landing page
What people see before and after the click
The ad makes a promise and the page has to keep it. We check whether the ad copy matches the search and whether the page talks about the same thing. Often the problem is not the ad but the page people land on.
For online stores we also check the Merchant Center product feed: titles, prices and shipping. Performance Max cannot work better than its feed.
The numbers in the figures are examples.
What you get
A written plan anyone can carry out
You get the plan as a document. Carry it out yourself, hand it to your specialist, or leave it to us. The plan is yours either way.
- The account on one page: what works, what wastes money and what is missing
- Tasks in three colours: fix this week, fix this month, don't touch
- Numbers from your account, not general advice
- If you want, a 30-minute call to walk through the plan
How it works
Three steps and about 10 minutes of your time
Apply
Fill in the form. We reply within one working day.
Give read-only access
We send a short guide. With this access we can see the data but cannot change anything. You can remove it at any time.
Get the plan
You get the document within five working days. What happens next is your call.
Calculator
What can one lead cost?
Before you judge the ads, you need your own number. Enter your numbers and see the price at which the ads still don't lose money.
Use amounts without VAT.
At this price the first deal covers the ads but leaves no profit. Your target should be lower.
In the audit we compare this number with what your account pays today.
Get my auditReviews
What clients say about working with us
Working with AEM Baltic was a game-changer for our lead generation. I have a very specific, technical niche that most agencies struggle to grasp, but AEM Baltic nailed the approach.
AEM Baltic helped us to finalize the idea, maintained communication with us during creative progress and in the end gave us a big batch of ad sets in both static and video formats.
About me
I check your account myself
I'm Aksels, founder of AEM Baltic. Before this I spent many years on the client side, working with Latvia's biggest agencies. So I know how hard it is to see what you are really paying for.
AI helps me check the data, but I write the findings and the plan myself.
The audit is free, with no strings attached. If you want to work together afterwards, great. If not, the plan is yours to keep.
Founder, AEM Baltic
FAQ
Questions people ask
Is the audit really free?
Yes. You don't pay for the audit and it doesn't oblige you to work with us. The plan is yours.
What access do you need?
Read-only access to your Google Ads account. We can see the data but cannot change campaigns, budgets or billing. You can remove the access at any time.
How long does it take?
About 10 minutes of your time: the form and granting access. You get the audit within five working days after we have access.
I already have an agency or a specialist. Can I still apply?
Yes. You can use the audit as a second opinion. We don't contact your agency and we change nothing in the account.
I don't have a Google Ads account yet. What then?
Then there is nothing to audit, but we can talk through where to start: which campaign, what budget and what to measure. Apply anyway and say in the form that you don't have an account yet.
What ad budget do I need?
A good rule of thumb is at least 10 clicks a day per campaign. If a click in your industry costs €1, that is about €300 a month for one campaign. With less, it is better to advertise one service than all of them.
How much does Google Ads management cost?
There are two costs: the ad budget, which you pay directly to Google, and the fee for managing the account. We quote the management fee after the audit, when we see how much work the account needs.
What happens after the audit?
You decide. Carry out the plan yourself, hand it to your specialist, or leave it to us. If you choose us, we start with the red part of the plan.
Do you work with online stores, Shopping and Performance Max?
Yes. For online stores we also check the Merchant Center product feed, because Performance Max cannot work better than its feed.
Request
Get your free Google Ads audit
Fill in the form. Within one working day we will send a short guide on how to give read-only access.
- Free, no commitment
- Read-only access
- The plan is yours to keep
Or write to info@aembaltic.com