Account Audits
Checking account access and ownership at handover
Verify business administrators, linked managers, ownership and billing or measurement dependencies before changing Google Ads account access.
Desk
Audit Desk
Sets out how to review an account and report search performance to sales teams.
Offline Conversions
Checking form friction for paid search visitors
A form can lose a relevant search visitor after the page has answered their question. Ask only for information needed to handle the next step. A quote request may …
Offline Conversions
Checking upload delays before judging a bidding model
Separate business-event, CRM upload and Google Ads processing delays before judging bidding results based on imported conversions.
Account Audits
Comparing regional performance with actual service capacity
Assess regional ad results alongside eligible jobs, appointment availability and travel constraints before shifting spend.
Shopping
Comparing shopping spend with product-level margin
Compare Shopping ad cost with product and basket contribution while accounting for cart-data limits and advertised-versus-sold views.
Offline Conversions
Defining a qualified lead event for ad platforms
Define the CRM decision, event time and status rules behind a qualified-lead import so the ad-platform event has a consistent meaning.
Account Audits
Diagnosing a campaign limited by budget or eligibility
Use campaign, bid-strategy, ad and keyword statuses with Search impression-share metrics to find the cause of limited delivery.
Account Audits
Explaining why ad platform and analytics totals differ
Explain differences between Google Ads and Analytics clicks, sessions and outcomes by checking definitions, dates, attribution and tracking.
Account Audits
Finding waste in search term reports
Review visible search terms against your offer and accepted enquiries, identify costly mismatches and choose a proportionate response.
Offline Conversions
Matching click identifiers to a CRM sales outcome
Trace a Google Ads click identifier through lead and deal records, then check the import without assuming every CRM sale will be attributed.
Offline Conversions
Measuring whether a brand campaign adds incremental demand
Use a credible holdout and total business outcomes to assess whether brand Search ads add value beyond visits that may arrive anyway.
Offline Conversions
Offline conversion imports
Define an offline conversion, match it to an ad interaction, check import results and interpret reported outcomes before using them for bidding.
Account Audits
Paid search bidding and budget controls
Connect Google Ads Search bidding and budgets to business limits, then check delivery constraints and mature outcomes before changing spend.
Offline Conversions
Paid search conversion measurement
Measure paid search from recorded actions through accepted enquiries and sales, with clear conversion goals, counting rules and reporting dates.
Account Audits
Paid search reporting for sales teams
Build a paid search report that connects spend and enquiries with sales acceptance and closed customers, with clear dates and definitions.
Account Audits
Paid search strategy for Australian businesses
Plan paid search around customers you can serve, a clear offer, meaningful conversions and confirmed business outcomes.
Offline Conversions
Preventing duplicate offline conversions
Define one business event, keep its ID and time stable on retries, and understand Google Ads duplicate, counting and adjustment rules.
Account Audits
Prioritising paid search fixes by expected business impact
Turn Search audit findings into a fix queue using observed exposure, plausible business value, evidence, downside and a clear review plan.
Account Audits
Protecting budget during a short sales event
Set an event spending boundary, choose a suitable Google Ads budget control and monitor spend against stock and useful outcomes.
Offline Conversions
Reconciling search ad conversions with confirmed sales
Compare Google Ads conversions with confirmed sales using business records, event dates and clear reasons for unmatched totals.
Account Audits
Recording an inconclusive search campaign test
Document an uncertain search experiment without declaring a false winner. Capture the result, limits, business decision and next action.
Offline Conversions
Reporting cost per closed customer from search
Calculate search cost per closed customer with a defined spend cohort, distinct-customer rule, date basis and visible open pipeline.
Account Audits
Reviewing seasonal performance against a comparable period
Choose a defensible comparison period for seasonal Search results and account for offer changes, capacity, measurement and conversion delay.
Account Audits
Search ad experiments
Plan a search ad experiment around one decision, a suitable comparison and a business outcome. Learn how to interpret uncertain results.
Account Audits
Search campaign account audits
Audit a Google Ads Search account from access and conversion settings through search traffic, offers and business outcomes, then record fixes by impact.
Account Audits
Seasonal paid search planning
Plan seasonal Search campaigns around real offers, service capacity, spending controls, expiry dates and a fair review of results.
Offline Conversions
Separating lead volume from lead acceptance
Define sales acceptance, keep pending and duplicate requests visible, and calculate a lead acceptance rate the team can interpret.
Shopping
Shopping campaign operations
A practical framework for managing Shopping product data, inventory selection, disapprovals and margin-aware reporting.
Offline Conversions
Tracking call quality from local search ads
Separate call clicks, received calls, duration conversions and accepted enquiries when assessing local search ads.