Google Ads Audit — Independent, Data-Driven, No Agency Bias
Your agency reports on your Google Ads account. Your agency also manages it. That is not a trust problem. It is a structural one.
viaCMO runs an independent Google Ads audit — graded on 100 deterministic criteria, calculated by algorithm, traceable to specific data points in your account. No retainer. No management fee. No vested interest in any outcome.
The grade is what the data shows. Not what an agency would choose to highlight.
No credit card required · Read-only access · Results in minutes
The Problem
What a PPC Audit Actually Looks Like When No One Has a Stake in the Result
Every agency provides reporting. Most agency reports are accurate. The problem is selection bias — the metrics that appear in a monthly report are chosen by the same people whose performance those metrics reflect.
An independent Google Ads account audit removes that selection bias. viaCMO grades your account against 100 criteria using a deterministic algorithm. The score is calculated by code, not interpretation. Every finding is traceable to a specific data point.
What summary reports tend to highlight
- "Impressions up 40%"
- "Strong CTR performance"
- "Ongoing optimisation"
- "Positive momentum"
What independent analysis reveals
- CPA up 23% vs Australian benchmark
- Conversion tracking broken — data unreliable
- No account changes detected in 47 days
- Grade: D+ (42/100) — three critical issues identified
What Makes It Independent
What Makes an Independent Google Ads Audit Different
Most Google Ads audit tools produce a one-time snapshot. viaCMO produces ongoing accountability. The combination of three elements is the platform's core methodology:
Deterministic Scoring
A 100-point grade calculated by algorithm, not AI interpretation. The score is what it is — not what a tool or consultant decides it should be. Every point is traceable to a specific account criterion.
Change Detection
Changes made to the account are matched to previous recommendations. Did whoever manages your account actually do what was suggested — by their own reports, or by viaCMO?
Outcome Validation
Before-and-after performance evidence. Did the changes work? The data either supports the change or it does not. viaCMO tracks this month by month.
No other tool in the Australian market offers this combination. Optmyzr and WordStream's Ads Grader provide snapshots. Agencies provide reporting with a structural conflict of interest. viaCMO sits outside the management relationship entirely.
The 100-Point Framework
What a Google Ads Account Audit Covers — The 100-Point Framework
The audit checks 100 criteria across five categories. Foundations are weighted highest because structural issues are the primary reason performance efficiency metrics disappoint.
Account Foundations
35 points
Conversion tracking integrity, account structure, campaign settings. Critical failures here trigger hard caps on the total score.
Performance Efficiency
30 points
CPA vs benchmark, ROAS, impression share, Quality Score. These are lagging indicators — foundations drive them.
Optimisation Responsiveness
15 points
Search term hygiene, negative keyword coverage, ad relevance, landing page match.
Growth Readiness
10 points
Budget utilisation, audience lists, extensions, bidding strategy alignment.
Best Practice
10 points
Ad copy standards, asset group quality, campaign labelling, change history frequency.
Critical failures trigger hard caps. Broken conversion tracking caps your total score at 30, regardless of how the rest of the account performs. A capped account cannot reach a passing grade until the critical issue is resolved.
What You Get
What Your Google Ads Audit Includes
Account grade
A single score out of 100, with the category breakdown showing exactly where points were lost.
Campaign-level analysis
Each campaign scored individually, with the primary issue identified for each.
Prioritised recommendations
Findings ordered by structural impact, not volume. Fix the right things first.
Google Ads quality score audit
Ad relevance, expected CTR, and landing page experience reviewed for each campaign.
Google Ads performance audit
CPA and ROAS benchmarked against verified Australian industry data.
Critical issue flags
Hard cap triggers identified and explained in plain terms.
Free 25-point health check
Delivered immediately on connection, before the full report is generated.
Free Health Check
Free Google Ads Audit — The 25-Point Health Check
The 25-point health check runs in 60 seconds on read-only access. It checks the highest-impact criteria from the full 100-point framework and provides a projected grade — the grade you can expect from the full audit based on the structural foundations found.
No credit card. No commitment. Nothing in your account changes.
Get Your Free AuditPre-Audit Results
18 passing, 6 warnings, 2 critical
Projected Grade After Fixes
2 inactive conversion actions detected. Events not firing
Missing negative keywords. 34 irrelevant search terms in last 30 days
Unbiased Audit
What Makes This an Unbiased Google Ads Audit
An unbiased Google Ads audit is structurally impossible if the auditor manages the account, sells to the account manager, or earns a fee tied to account performance. viaCMO has none of those relationships.
The connection is read-only. The algorithm is documented. The scoring methodology is transparent. If you want to understand why a specific recommendation was triggered, the data point behind it is available. Nothing is hidden behind ‘ongoing optimisation’.
FAQ
Frequently Asked Questions
Get Your Google Ads Account Audit
Connect your account. Run the free 25-point health check. See where your grade stands — and what is holding it down.
Google Ads improvement takes weeks and months, not hours and days. The audit identifies what to fix. The implementation and the algorithm re-calibration that follows is a process. viaCMO tracks that process month by month.
Get Your Free AuditNo credit card · Read-only access · Results in minutes