Reputifly editorial · Reviewed 27 September 2026 · 2 min read
Audit tracking, search intent, landing pages and lead handling in an order that produces actionable fixes.
Confirm what the account counts
Start with the conversion actions used for reporting and bidding. Distinguish completed enquiries from softer actions such as page views or button taps. Submit an authorised test enquiry, identify it in the receiving system and make sure it is not counted repeatedly after a refresh.
Review demand and exclusions
Inspect the search terms available in the account. Mark irrelevant intent, recruitment searches, unsupported services and locations the business cannot serve. Review proposed negative keywords carefully; an over-broad exclusion can also remove valuable searches.
Look at brand and non-brand activity separately so existing familiarity does not hide weak new-customer acquisition.
Inspect the ad-to-page journey
- The ad describes an available service and supportable offer.
- The destination explains that same service.
- The visitor can find scope, useful proof and practical limitations.
- The contact action works on mobile with the keyboard open.
- The confirmation is clear and the enquiry reaches the right team.
Bring sales evidence into the review
Join campaign reporting with a simple lead log: received, contacted, qualified, quoted, won or lost. Keep a reason for unsuitable leads where possible. Do not publish personal lead details in shared examples.
Calculate cost per qualified lead and customer acquisition cost once cohorts have matured. Use the lead-cost worksheet to avoid optimising only for cheap submissions.
Turn the audit into a short repair list
Rank findings by severity, evidence and effort. A broken form comes before a headline experiment. Give each repair an owner, a target date and a verification step. Preserve an account change log so later performance comparisons have context.
A good audit ends with decisions and working fixes, not a long list of scores. Our Google Ads management work can be scoped around the issues this review identifies.
