A Google Ads Audit Built Around Lead Quality and Pipeline
Get an independent review of the account decisions that matter to your B2B business, with evidence, clear priorities and practical next steps.
- Measurement, campaign and landing-page review
- A written findings register and walkthrough
- Standalone audit or scoped implementation support
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Published · By Zabi Niazi
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A Google Ads audit for B2B SaaS and technology teams
A Google Ads audit is a structured review of how your account turns budget into business outcomes. I examine measurement, search intent, account structure, campaign settings, ads and landing pages, then deliver a prioritized set of findings.
For B2B SaaS, the review needs to look beyond the first form submission. I assess how your account defines a useful lead, what happens in the CRM, and whether the goals used by automated bidding reflect the outcomes your sales team values.
I am Zabi Niazi, a Bay Area consultant with 16+ years in search marketing. My published experience includes a $6.4M global SEM program at BirdEye. The audit can be a standalone engagement or the starting point for an agreed implementation project.
Reasons to request an account audit
You get leads, but sales rejects them
I look at the offer, search terms, qualification and conversion signals to find where the account’s definition of success diverges from the sales team’s.
Costs have risen without a clear explanation
I review the account in context, separating changes in traffic mix, tracking, conversion behavior, bids and competition from a simple change in reported CPA.
You inherited an account or changed agencies
A documented audit can give a new owner a baseline, surface missing access and identify which changes should be tested before a rebuild.
What the audit covers
Business goals and measurement
The conversion inventory, goal settings and measurement gaps that affect interpretation of campaign results.
Account and campaign structure
Segmentation by business objective, product, geography and buyer intent, plus the implications of current settings.
Search terms and exclusions
The relationship between actual searches, match types, keywords and negative coverage, with attention to qualified B2B demand.
Budget and bidding
Budget allocation, bid strategy choices, conversion signals and the evidence behind proposed changes.
Ads and landing-page alignment
How the ad, offer and landing page answer the same buyer need, including important mobile and form-friction observations.
Campaign automation
Where applicable, the configuration and reporting of Performance Max, AI Max and other automated features within the agreed account scope.
Lead quality and CRM feedback
How qualified-lead and opportunity data can inform evaluation, and whether the measurement foundation supports that analysis.
Priorities and ownership
Findings ranked by likely business impact, evidence strength, implementation effort and the person needed to complete the work.
What you receive
- A written findings register with the supporting account evidence.
- A clear explanation of the business consequence of each important finding.
- Prioritized recommendations with implementation owners and dependencies.
- A measurement and validation checklist for the proposed changes.
- A walkthrough to discuss the findings and agree sensible next steps.
The report distinguishes observed problems from hypotheses that require testing. A keyword with limited data, for example, needs a different decision from a conversion event that fires twice on every successful form submission.
Where the audit identifies a technical issue, the next step can be a scoped conversion tracking engagement, a landing-page project or a campaign implementation plan.
How findings become actions
| Observation | Business question | Practical next step |
|---|---|---|
| A generic form fill is the only primary goal | Does the account have a useful signal for qualified demand? | Confirm the lifecycle definition and assess a supported CRM feedback workflow. |
| Search terms include research or consumer intent | Are these searches appropriate for the offer and buying process? | Review intent groups and test exclusions with a documented evaluation period. |
| The landing page promises a different offer from the ad | Can a visitor understand and complete the expected next step? | Align the message and validate the form journey. |
| A proposed budget change relies on a small data sample | Is the evidence strong enough to justify the change? | Label the uncertainty and design a limited test before scaling. |
The audit process
- 1Scope
We agree the account boundaries, business questions, fee and required access. - 2Inspect
I review the agreed account, measurement and landing-page evidence. - 3Prioritize
I document the findings and distinguish clear fixes from testable hypotheses. - 4Discuss
We walk through the report and assign the next steps.
Access is provided through the platform’s user permissions. The initial audit review uses read-only access where practical. Implementation changes require a separate agreed scope and suitable permissions.
Relevant paid search experience
BirdEye global SEM program
My published BirdEye case study reports a 43% reduction in cost per lead, a 30% increase in conversion rate and a 35% increase in ROAS across a $6.4M SEM program.
The work included bidding, responsive ad testing, query optimization and attribution. Read the BirdEye SEM case study for the reported scope and outcomes.
Free initial review and full audit scope
The initial account review is a starting conversation about the problem, the available data and whether a full audit would be useful. The written audit is quoted after scope is agreed.
The fee and timing depend on account size, campaign types, markets, measurement complexity and the evidence available. The proposal sets out the deliverables, review date and access requirements. Campaign management or implementation can be scoped separately after the findings are discussed.
If you need ongoing account work, see Google Ads consulting. For a broader channel review, see PPC management.
Google Ads audit questions
Is the audit suitable for a small account?
It can be, but the scope should fit the amount of evidence available and the decision you need to make. We discuss the account before recommending a full engagement.
Do you make changes during the audit?
The audit scope defines the review and its deliverables. Implementation work and the permissions needed for it are agreed separately.
Will the report include a list of negative keywords?
If search-term coverage is in scope and there is enough useful data, I include recommendations supported by that evidence. Negatives are evaluated in the context of the offer and buyer intent.
Can you audit an account managed by another agency?
Yes. The audit can provide an independent baseline for your team and existing partners. Access and how the findings will be shared are agreed up front.
How long does a complete audit take?
The review date is confirmed after account size, scope and access dependencies are understood. The proposal records that date and the deliverables.
Does the audit guarantee lower acquisition costs?
No specific performance outcome is guaranteed. The audit gives you evidence, priorities and a plan for validating the next changes.
Can the audit include conversion tracking?
Yes. I review the measurement foundation within the agreed audit scope and identify technical work that may require a dedicated implementation engagement.
About Zabi Niazi
Zabi Niazi is a San Francisco Bay Area digital marketing consultant with 16+ years in B2B SaaS and enterprise search marketing. His published work includes global SEM at BirdEye and marketing programs at Qualys. Read about Zabi, view his resume, or explore the case studies.
Find the next changes worth testing in your account
Tell me what has changed, what you are trying to improve and how your team defines a qualified lead.
Discuss a Google Ads auditContact Zabi