Paid Media · Service 01
Technical SEO Audit. Google Ads done by senior practitioners — Search, Performance Max, Shopping, YouTube, Display. Crawlability, indexability, Core Web Vitals, schema, internal architecture — examined with surgical rigour, prioritised by commercial impact.
Google Ads is the channel where most money gets wasted.
Not because the platform is bad — because most accounts are run
by people who let Google's algorithms drive without supervision.
Smart Bidding works brilliantly with the right inputs.
And catastrophically with the wrong ones.
The discipline is in the inputs, not the bid management.
Modern Google Ads is largely automated — Smart Bidding, Performance Max, automated asset generation. The platform algorithms are powerful enough that most agency value-add is now upstream of the auction: which audiences to target, what conversion events to optimise toward, what creative assets to feed the algorithms, what attribution model to trust.
Get those upstream decisions right and the platform will execute brilliantly. Get them wrong and Smart Bidding will spend your budget hitting the wrong targets with maximum efficiency. Most agencies lose money on Google Ads not because they bid badly — but because they've fed the algorithms the wrong inputs.
Every audit covers four pillars. Each pillar is a deep dive — not a checklist tick.
Campaign structure built around your actual buying journey — not Google's out-of-the-box defaults. Search vs. Performance Max boundaries, audience segmentation, geographic targeting, language splits, and the conversion event hierarchy that drives Smart Bidding correctly.
For Performance Max and Demand Gen specifically: the creative assets the algorithms need to perform. Headlines, descriptions, images, video, sitelinks, callouts. Tested at scale, refreshed monthly, optimised continuously.
Server-side conversion tracking, enhanced conversions, value-based bidding signals, offline conversion uploads. The measurement infrastructure that makes Smart Bidding actually smart — and makes attribution reflect actual business value.
Daily monitoring of search query reports, asset performance, audience insights, bid strategy outcomes. Weekly tactical reviews. Monthly strategic reviews. The cadence that catches drift before it becomes loss.
Two-week deep audit of existing account structure, conversion tracking, audience segmentation, attribution setup, asset performance. Most accounts have 30-50% wasted spend identifiable in the first audit pass.
Rebuild the account around correct conversion hierarchies, proper audience segmentation, and campaign structures aligned with the actual buying journey. Most accounts need fewer campaigns, not more.
Launch the new structure with proper conversion tracking, value-based bidding, and a creative asset library tested at scale. Two-week ramp period before performance benchmarks become meaningful.
Daily query analysis, weekly asset rotation, monthly strategic reviews. The platform improves continuously; campaigns that compound improvement match that pace.
Two accounts running identical Smart Bidding strategies on identical budgets. Account A reports €4.20 cost-per-conversion at 6× ROAS. Account B reports €1.80 cost-per-conversion at 12× ROAS. Same platform, same automation, different humans configuring it. The 6× variance comes entirely from upstream decisions: conversion event taxonomy, value-based signals, audience seed quality, creative asset diversity.
The platform doesn't reward bidding skill anymore — that's automated. It rewards strategic configuration skill. The agencies still selling "expert bid management" are selling a discipline that ended in 2019. The agencies actually winning Google Ads in 2026 sell upstream strategy and downstream measurement.
A premium homeware retailer was running €120K monthly Google Ads spend at 3.2× ROAS, with the previous agency claiming "industry standard" performance. We rebuilt the conversion tracking with margin-weighted value signals, restructured Performance Max campaigns around product profitability rather than revenue, and added enhanced conversions with offline data integration. Twelve months later: same monthly spend, €4.2M incremental annual revenue, ROAS at 8.4×.
Three previous agencies told us our Google Ads performance was "as good as the platform allows." Revolutionize doubled our ROAS in six months on the same budget. The difference wasn't bidding — it was teaching the algorithms what we actually wanted them to optimise for.
A technical audit is most powerful when followed by these complementary services.
For e-commerce brands, Google Shopping is typically 40-60% of total Google Ads spend. We run Search and Shopping as a coordinated programme to avoid the keyword cannibalisation that hurts most e-commerce accounts.
Explore →Performance Max is now the default Google Ads campaign type for many advertisers. We run dedicated PMax engagements where the campaign type carries strategic weight in the broader account.
Explore →Organic and paid search work together at the catalogue level. We typically run e-commerce SEO and Google Ads as paired programmes for retailers — same product feed, coordinated strategy.
Explore →Stop wasting Google budget
Book a 30-minute scoping call. We'll review your current Google Ads account live, identify the three most likely sources of wasted spend, and quote a possible engagement with no obligation.