Skip to content

Need a New PPC Agency ?

Get a free, human review of your Ads performance today.

Google Ads Audit UK >Maximise Your ROI< The Ultimate Guide for the UK Market


Google Ads Audit UK >Maximise Your ROI< The Ultimate Guide for the UK Market

Is your Google Ads campaign underperforming? Are you unsure if you’re reaching the right audience in the UK market? A Google Ads audit can be the game-changer you need to boost your ROI and get your campaigns firing on all cylinders.
A Google Ads audit is a comprehensive analysis of your existing campaigns, designed to identify areas for improvement and unlock their full potential. By taking a deep dive into your targeting, keywords, ad copy, and more, a UK-focused audit can help you ensure your campaigns are aligned with local audience preferences and market trends. This can lead to significant benefits, including increased website traffic from qualified UK leads, improved conversion rates, and a maximised return on your ad spend.

Key Takeaways for Google Ads Audit UK

  • Regularly auditing your Google Ads campaigns is crucial for identifying areas of strength, weakness, and opportunity.
  • Aligning your campaigns with UK market trends can significantly boost your ROI and improve conversion rates.
  • Effective use of labels, naming conventions, and proper account hierarchy can streamline your account structure.
  • Analysing keyword performance, including the use of negative keywords, can help you target the right audience more effectively.
  • Utilising ad extensions and A/B testing your ad copy can lead to more compelling ads and better performance.

Understanding the Importance of a Google Ads Audit

Conducting regular Google Ads audits is essential for ensuring your campaigns are performing at their best. A thorough audit helps you identify areas of strength, weakness, and opportunity within your campaigns, leading to improved performance and a higher return on investment (ROI). This is particularly crucial in the competitive UK market, where trends and consumer behaviours can shift rapidly.

Infographic illustrating the importance of conducting regular Google Ads audits for optimal campaign performance. Features sections on identifying strengths, weaknesses, and opportunities within campaigns. Includes icons representing improved performance, higher ROI, and adapting to market trends. The design is clean and professional with a digital marketing theme, highlighting the competitive nature of the UK market.

Identifying Underperforming Areas

One of the primary benefits of a Google Ads audit is the ability to pinpoint underperforming areas in your campaigns. By analysing metrics such as click-through rates (CTR), conversion rates, and cost-per-click (CPC), you can identify which aspects of your campaigns are not meeting expectations. This allows you to make data-driven decisions to optimise these areas, ensuring that your ad spend is being used effectively.

Aligning Campaigns with UK Market Trends

The UK market has its own unique trends and consumer behaviours, and aligning your campaigns with these trends is vital for success. A Google Ads audit helps you stay current with market demands by analysing search terms, seasonal trends, and competitor activities. This ensures that your campaigns are relevant and engaging to your target audience, ultimately driving better results.

Boosting ROI Through Targeted Improvements

A well-executed Google Ads audit can lead to significant improvements in your ROI. By focusing on targeted improvements, such as refining your keyword strategy, enhancing ad copy, and optimising bidding strategies, you can maximise the effectiveness of your campaigns. This not only increases conversions but also reduces wasted ad spend, making your advertising efforts more cost-efficient.

Regularly auditing your Google Ads campaigns provides tremendous upside for improving performance, increasing conversions, and reducing wasted ad spend. Moving forward with a revamped Google Ads strategy, you’re able to achieve exceptional ROI and new heights of advertising success.

Evaluating Your Account Structure

A clear, logical structure ensures account components can be managed, monitored, and optimised effectively. Misaligned or overly complex structures create difficulties in reporting on performance and implementing improvement strategies. Additionally, consider how well your account structure aligns with overarching business objectives. For example, if a goal is to increase leads through Google Paid Search Ads, do you have a dedicated campaign for lead generation?

Campaign and Ad Group Organisation

Ensure campaigns are structured sensibly to focus on specific products, services, or target audiences. Ad groups should also be segmented appropriately around common themes, keywords, and products. A well-organised structure simplifies management and enhances performance tracking.

Effective Use of Labels and Naming Conventions

Using labels and consistent naming conventions can significantly improve the manageability of your Google Ads account. Labels help in categorising and filtering campaigns, ad groups, and ads, making it easier to monitor performance and implement changes. Consistency in naming conventions ensures that everyone on your team understands the structure and purpose of each component.

Ensuring Proper Account Hierarchy

A proper account hierarchy is crucial for effective management and reporting. This includes having a clear distinction between campaigns, ad groups, and ads. Make sure that your account hierarchy aligns with your business goals and marketing strategies. This alignment will facilitate better reporting and analytics, enabling your team to optimise campaigns more efficiently.

Take time to restructure elements that aren’t organised in an effective, goal-aligned manner.

Analysing Keyword Performance

Identifying High-Performing Keywords

Conducting in-depth keyword analysis is a crucial piece of your Google Ads audit. Assess keywords across two key dimensions:

  1. Relevance – How relevant is the keyword to your products, services, and target audience? Are you targeting keyword themes aligned with your business?
  2. Performance – How are keywords performing? Which are driving conversions and returns? Which are underperforming and wasting budget?

Infographic illustrating the importance of conducting in-depth keyword analysis as part of a Google Ads audit. Features sections on Relevance and Performance, with icons representing product alignment, target audience, keyword themes, conversions, returns, and budget management. The design is clean and professional with a digital marketing theme, highlighting the process of assessing keyword relevance and performance.

Group keywords into categories based on these factors, such as:

  • High relevance/high performance – These are effective, business-aligned keywords worth bidding higher on.
  • Low relevance/low performance – These keywords should be removed or have bids decreased.
  • High relevance/low performance – Have potential but need improved creative, landing page, or bid strategy.

Also, leverage Google’s Keyword Planner tool to discover new keyword opportunities aligned with your products, services, and targets.

Negative Keywords and Their Impact

Negative keywords are essential for refining your ad targeting. By excluding irrelevant search terms, you can ensure your ads are shown to a more qualified audience. This not only saves budget but also improves your click-through rate (CTR) and conversion rate.

To identify negative keywords:

  1. Review your search terms report to find irrelevant queries triggering your ads.
  2. Add these terms to your negative keyword list to prevent your ads from showing for these searches in the future.

Regularly updating your negative keyword list is crucial for maintaining the efficiency of your campaigns.

Keyword Match Types and Their Effectiveness

Understanding and utilising different keyword match types can significantly impact your campaign performance. The main match types are:

  • Broad Match – Reaches the widest audience but may include irrelevant searches.
  • Phrase Match – More targeted than broad match, showing ads for searches that include the exact phrase or close variations.
  • Exact Match – The most precise targeting, showing ads only for searches that match the exact keyword or close variations.

Choosing the right match type depends on your campaign goals and budget. For instance, if you aim to maximise reach, broad match might be suitable. However, for more controlled spending and higher relevance, phrase or exact match types are preferable.

Pro Tip: Regularly review and adjust your keyword match types based on performance data to ensure optimal results.

Assessing Ad Copy and Extensions

Crafting Compelling Ad Copy

Assess your ad copy across key elements:

  • Headlines – Do they grab attention? Establish relevance? Inspire click-throughs?
  • Ad text – Is the copy compelling? Does it communicate key information?
  • Landing page alignment – Does the ad align seamlessly with the landing page experience?
  • Messaging – Does the copy feel fresh? Or is messaging getting stale and blending in?

Google Ads Audit UK Utilising Ad Extensions Effectively

Ad extensions greatly impact results by increasing visibility, engagement, and conversions. Review the adoption of extensions like:

  • Sitelinks
  • Callouts
  • Structured Snippets
  • Locations
  • Seller Ratings

A/B Testing for Optimal Results

Testing these ad options is going to be extremely important for agencies in the coming months, especially those who relied heavily on Expanded Text Ads which are being sunsetted as of June. However, sometimes all that glitters is not golden, so it’s important to test these approaches for each client. You may find that responsive text ads work beautifully for one client, but bomb with another.

Your ad is only as strong as the landing page it leads to. Analyse the landing pages your ad sets direct visitors to and ensure they provide a seamless experience.

 Infographic titled "Google Ads Audit UK: Utilising Ad Extensions Effectively" illustrating the impact of ad extensions on visibility, engagement, and conversions. Features sections on Sitelinks, Callouts, Structured Snippets, Locations, Seller Ratings, and A/B Testing for Optimal Results. Includes icons representing each ad extension type, such as links for Sitelinks, megaphone for Callouts, snippet icon for Structured Snippets, map pin for Locations, star ratings for Seller Ratings, and split test icons for A/B Testing.

Reviewing Bidding Strategies

Manual vs. Automated Bidding

Assess your current bidding strategies and adjustments during the audit. Consider:

  • Are you using the right bid strategy for your campaign goals?
  • How are manual vs. automated bidding strategies performing?

Evaluate key factors like target impression share, conversions, click volume, and costs. This enables you to determine the best bidding approach.

Adjusting Bids Based on Performance (Google Ads Audit UK)

However, far too often I’ve seen accounts mishandle bid adjustments with disastrous results. It’s important to keep in mind that bid adjustments apply on top of each other, so the end result can be exponential.

Let’s take the following example:

  • Default Keyword Bid = £10.00
  • Location A Bid Adjustment = +40%
  • Demographic A Bid Adjustment = +50%
  • Dayparting Bid Adjustment = +50%
  • Device Bid Adjustment = +25%

Implementing Target ROAS Bidding

Bid Management
Similar to what was done at the Ad Group Level, this looks at the performance at the keyword level. Adjust bids up if ROAS is above target, Adjust bids down if ROAS is below target. Always review the last 21 days, and increase/decrease bids based on your agency’s own matrix, such as:

50% higher than your target ROAS = 30% increase in bid

20% higher than your target ROAS = 15% increase in bid

20% lower than your target ROAS = 15% decrease in bid

Strategic bid adjustments based on your impression share and outranking share can help you decide to increase bids on high-value keywords where you’re close to outranking competitors or decrease bids in areas where the ROI does not justify the investment.

Monitoring Conversions and Analytics

Setting Up Conversion Tracking

To effectively monitor conversions, you must first ensure that conversion tracking is properly implemented across your account. This involves creating a conversion tracking code and selecting the appropriate conversions for your campaign. Whether it’s a specific action like downloading a whitepaper or a broader goal like purchase conversions, make sure your tracking aligns with your business objectives.

Analysing Conversion Data in your Google Ads Audit UK

Once tracking is set up, the next step is to dive into the data. Use platforms like Google Analytics to gain deeper insights into user behaviour. Key areas to focus on include:

  • Conversion rate
  • Cost per conversion
  • Conversion paths

Understanding these metrics will help you identify which campaigns are driving the most value.

Using Analytics to Inform Decisions

Analytics isn’t just about collecting data; it’s about using that data to make informed decisions. Regularly review your analytics reports to identify trends and areas for improvement. For example, if you notice a high conversion rate but a low average order value, you might need to adjust your ad copy or landing pages to encourage higher-value purchases.

The cost per sale matters more than the cost per click. Focus on cost per action. Once you know your target cost per sale, you’ll know which keywords are achieving it and which aren’t.

Researching the Competition

Identifying Key Competitors

The first step in researching the competition is to identify your top competitors. This can be done using tools like Google Ads Auction Insights, Semrush, and by analysing search engine results for primary keywords. Knowing who your main rivals are in the digital space will help you focus your competitive strategies effectively.

Analysing Competitor Strategies

Once you’ve identified your competitors, the next step is to analyse their strategies. Look at the keywords they are targeting, their bids, and ad positions. Examine their ad copy for differences in messaging, structure, and value propositions. Additionally, review the landing pages they are driving traffic to and assess how well these pages convert visitors.

Leveraging Insights for Your Campaigns

A thorough competitor analysis might reveal gaps in your competitors’ strategies that you can exploit. For example, if your competitors have a low impression share on high-value campaigns, this could be an opportunity for you to capture additional market share. By closely examining and interpreting these metrics, you can gain a nuanced understanding of your competitive landscape.

Performing competitor keyword research is an important step in any PPC optimisation strategy. Initially, get the list of primary competitors from the client based on their experience and knowledge of their own industry. Next, explore digital channels such as Google Ads Auction reports and Semrush, and check search engine results for the primary keywords to analyse the top sites.

Conclusion on Google Ads Audit UK

In conclusion, conducting regular Google Ads audits is essential for any business looking to maximise its ROI in the UK market. By thoroughly examining your campaigns, from keywords and ad copy to landing pages and bidding strategies, you can identify both strengths and areas for improvement. This comprehensive approach ensures that your ads are not only reaching the right audience but also performing at their best. With a well-executed audit, you can unlock new opportunities, enhance your ad performance, and ultimately achieve exceptional results. So, take the time to invest in a detailed Google Ads audit and watch your campaigns thrive.

Infographic summarizing the benefits of conducting regular Google Ads audits for maximizing ROI in the UK market. Features sections on examining keywords, ad copy, landing pages, and bidding strategies. Includes icons representing strengths, areas for improvement, reaching the right audience, and performing at their best. The design is clean and professional with a digital marketing theme, emphasizing the comprehensive approach to identifying new opportunities, enhancing ad performance, and achieving exceptional results.

Google Ads Audit UK: Frequently Asked Questions

What is a Google Ads audit?

A Google Ads audit is a comprehensive analysis of your existing campaigns, designed to identify areas for improvement and unlock their full potential. It involves examining targeting, keywords, ad copy, and more to ensure your campaigns align with audience preferences and market trends.

Why is a Google Ads audit important for the UK market?

A UK-focused Google Ads audit helps ensure your campaigns are aligned with local audience preferences and market trends. This can lead to increased website traffic from qualified UK leads, improved conversion rates, and a maximised return on your ad spend.

How often should I conduct a Google Ads audit?

Regular audits are recommended to keep your campaigns performing effectively. Depending on the size and complexity of your campaigns, conducting an audit every 3-6 months is generally advisable.

What areas are typically reviewed in a Google Ads audit?

A comprehensive Google Ads audit covers various areas, including account structure, keyword performance, ad copy and extensions, bidding strategies, conversions and analytics, and competitor research.

Can a Google Ads audit improve my ROI?

Yes, a Google Ads audit can significantly improve your ROI by identifying underperforming areas and making targeted improvements. This ensures your ad spend is used effectively, leading to better performance and higher returns.

What tools are used in a Google Ads audit?

Various tools can be used in a Google Ads audit, including Google Analytics, Google Ads Editor, and third-party auditing tools. These tools help analyse performance data, identify issues, and provide insights for optimisation.



Has worked on hundreds of Google Ads accounts over 15+ years in the industry. There is possibly no vertical that he hasn't helped his clients achieve success in.

Search Blog

Free PPC Audit

Subscribe to our Newsletter


The Voices of Our Success: Your Words, Our Pride

Don't just take our word for it. With over 100+ five-star reviews, we let our work-and our satisfied clients-speak for us.


"We have been working with PPC Geeks for around 6 months and have found Mark and the team to be very impressive. Having worked with a few companies in this and similar sectors, I rate PPC Geeks as the strongest I have come across. They have taken time to understand our business, our market and competitors and supported us to devise a strategy to generate business. I value the expertise Mark and his team provide and trust them to make the best recommendations for the long-term."

~ Just Go, Alasdair Anderson

Read Our 164 Reviews Here

ppc review