Home / Google Ads Audit
Find out where your Google Ads spend is leaking — in writing, in 48 hours.
If you searched for an audit, something in the account already feels off. You are probably right. Most accounts we open are paying for searches that will never turn into work. The 12-Point Wasted-Spend Audit goes through yours check by check and puts what we find in writing, with a cost against each fault.
Audit free · management from £950/month · no contracts past month three
At £2,800 a month in clicks, a typical ~£35 lead buys about 80. Get the same 80 at £20 and roughly £1,200 a month comes free — more than the fee. Worked in full on the pricing page (LocaliQ 2026 framing).
No call required · read-only access · in writing within 48 hours
What the 12-Point Wasted-Spend Audit covers
Twelve checks, run by hand on your live account through read-only access. Each one comes back in writing: what we found, what it is costing you, and what to fix first.
- Search-term waste. The actual searches you paid for, versus the ones that turn into enquiries. Usually the single biggest leak.
- Negative keyword coverage. What should have been blocked before it cost you money, and was not.
- Match types. Where broad match has quietly widened what you are buying.
- Location targeting and bids. Spend landing outside your service area, and the default settings that let it.
- Device split. What mobile clicks cost you versus what they bring back.
- Schedule versus converting hours. Whether you are buying clicks at hours that never produce work.
- Tracking accuracy. Whether your conversion numbers are real enquiries, duplicates, or a tag that stopped firing months ago.
- Landing-page match and speed. Does the page say what the ad promised, and how fast does it load on a real phone.
- Quality Score. Keyword by keyword, and what a poor score is multiplying your click cost by.
- Impression share lost. How much of the auction you are missing, and whether budget or rank is the cause.
- Budget allocation. Whether the money sits where the conversions actually come from.
- Competitor overlap. Who shows against you, where they beat you, and what that overlap costs.
Check eight is where most audits go quiet. We tested our own market to make the point:
We measured the UK's 30 most persistent PPC agencies. Median mobile load: 8.6 seconds. Four scored 90+. This page loads in under 2.
What happens when the leaks get fixed
These are the checks above, applied. Same accounts, same budgets, different settings.
Cost per lead for a vehicle remapping specialist, taken over from a previous agency. 16.44% conversion rate.
Live account data, 14 days, anonymisedCost per lead across a specialist automotive network. 468 leads in 30 days.
Live account data, 30 days, anonymisedWork booked through the account for a steel fabrication firm.
Client-reportedThe wider book backs it up. Across all three desks we run £191K of client spend and 10.6K conversions in an average month, at £17.95 per conversion and a 16–17% conversion rate. For scale: LocaliQ's 2026 cross-industry search averages sit near $66.69 per lead (about £50) at an 8.18% conversion rate.
What a lead should cost in your trade
Part of the audit is a plain comparison: your current cost per job against the typical UK band for your trade, built from live UK click-cost data and published conversion benchmarks. If you are paying above the band, the gap is the leak, measured.
| Trade | Typical cost per job |
|---|---|
| DPF & vehicle services | £50 – £75 |
| Pest control | £70 – £100 |
| Driveways | £140 – £250 |
| Drainage | £150 – £220 |
| Plumbing | £200 – £260 |
| Roofing | £330 – £500 |
Typical UK bands, not promises. Your area, competition and close rate all move the number. The audit tells you where you sit against your band, and why.
Audited by the person who would run it
No audit tool writes this report. A senior marketer opens your account and works through the twelve checks by hand, and if you later ask us to fix what we found, it is the same person doing the fixing.
Fellmar is three senior marketers and nobody else. William Thomas founded it; David Peters and Amalie Lines run the other two desks. No juniors, no account-manager layer, no hand-offs. Between us we run £191K of client spend in an average month, roughly £64K per marketer, and we keep it that low on purpose.
William Thomas · David Peters · Amalie LinesThree senior marketers. No juniors, no hand-offs.
If the audit turns up work worth doing, management starts from £950/month with no contracts past month three. If it does not, the report tells you your account is in good shape, which is also worth having in writing.
Read-only accessYou grant it from your own Google Ads account. We cannot change anything, and you can revoke it at any time.
Done by hand, on live dataEvery check is worked through your real search terms, settings and costs. No template scores, no automated PDF.
In writing, yours either wayTake it to your current agency, fix it in-house, or ask us. The document is yours whatever you decide.
48 hours, no callFindings arrive in writing within 48 hours of access being granted. Nobody rings you to book a discovery call first.
Your other options, fairly stated
Auditing it yourself, a free audit from somewhere else, or leaving it alone for now can all be the right call. Here is where each one genuinely wins, and where we sit.
Audit it yourself
Genuinely fine if you already know your way around GAQL and the search-terms report. Pull the last few months of search terms against what actually converted, check the negative keyword list, and look at match types and Quality Score — that covers most of the checks above. Where it gets harder is grading your own tracking and your own landing pages, since you built both.
A free agency audit elsewhere
Plenty are offered, and some are done properly. Most, though, are a sales document dressed as diagnosis: a generic scorecard, a few vague opportunities, and a call booked before you have seen anything in writing. Ours differs in the mechanics rather than the marketing — read-only access, no call required, a cost put against each fault instead of a traffic-light score, and yours either way, whoever fixes it.
Do nothing for now
Legitimate if your spend is small enough that the pounds at stake are small too. Under £1,000 a month, as our own form above puts it, there is less to lose from any one fault. That case weakens as spend climbs past £2,500 and then £7,500 — the same faults cost real money every month they are left in place.
Where we sit: the audit itself costs nothing and asks for nothing but read-only access. If it turns up work worth doing, management starts from £950/month with no contracts past month three — the honesty mechanism, because our only way to keep the account is to keep the numbers working.
Google Ads audit questions
Is the audit really free?
Yes. The 12-Point Wasted-Spend Audit is free and the written findings are yours either way. We do it because some of the businesses who read theirs ask us to fix what it found. There is no obligation, and no call required at any point.
Do you need access to my Google Ads account?
Read-only access, which you grant from your own account in a couple of minutes; we send plain instructions when you submit the form. Read-only means we cannot change bids, budgets or settings, and you can revoke it whenever you like.
What do I actually get?
A written document covering all twelve checks: what we found, what each fault is costing you, and what to fix first. Plain English, specific to your account, with the numbers it is based on shown alongside.
I am mid-contract with an agency. Is it still worth doing?
That is the most common situation we audit in. The report tells you whether the account is being run well, which is useful whether you stay, renegotiate or leave. We never contact your agency, and the findings are confidential to you.
How long does it take?
The findings arrive in writing within 48 hours of read-only access being granted. If your account is unusually large we tell you before we start, not after the deadline has passed.
Find out what your account is leaking
The 12-Point Wasted-Spend Audit. Built from your live account, in writing within 48 hours, yours either way.
or WhatsApp us — 07588 424030