Search Account Audit: Where the Budget Actually Goes

What you get back: One ranked list of decisions with a euro figure attached to each, in eleven working days. Not a deck of observations. On the last twenty accounts we read at 50,000 EUR a month and above, the reallocation we were prepared to defend on the first pass sat between 14 and 26 percent of spend. In sixteen of those twenty the largest single line was the same problem: a conversion action counting an event the business does not sell. Where we start: The conversion set, before any campaign. Every conversion action in the account, its counting rule, its attribution window, its declared value, and whether it sits in the Conversions column that smart bidding actually optimises toward. Then we reconcile the last full quarter against your own ledger: orders in the shop backend, first deposits in the operator platform, booked consultations in the CRM. When those two columns disagree by more than eight percent, nothing downstream is worth reading, and you hear that on day three rather than in the final document. Consent Mode v2 and modelled conversions get their own section, because in Poland and the wider EEA a large share of what the account calls a conversion is now an estimate, and estimates behave differently once you cut them by campaign. The query surface: Search terms for the full period against what you actually stock or hold a licence to sell. Broad match and Performance Max both drag in demand that converts on the platform's definition and not on yours. We put a number on that drag rather than describing it. Brand and non-brand are separated in every table, including inside Performance Max, where we check whether brand exclusions and search themes are doing what the last agency said they were doing. Structure and money: Budget concentration by campaign and by hour of day, impression share lost to rank against impression share lost to budget, auction insights against three competitors you name, and the Microsoft Ads import if you run one. Imported accounts drift, and the drift is usually about six months old. What is not in this: We do not write ad copy, produce creative or rebuild landing pages. We do not touch the account: read-only access throughout, and if you want the changes made afterwards that is a separate engagement with a separate fee. We do not produce a keyword expansion list. We do not compare you to anonymous industry averages, which are not evidence about your account. Who should not buy this: Advertisers below roughly 20,000 EUR a month, where the query tail is too thin to support a conclusion worth six thousand euro. Advertisers who cannot or will not share conversion data from outside the ad platform, because without it the audit reduces to reading the platform's own homework. And anyone who wants a document to justify a decision about an incumbent agency that has already been taken. We wrote that document once by accident and will not write it again. Regulated accounts: Pharmacy, medical device and gambling accounts get a compliance pass alongside the commercial one. For Polish pharmaceutical advertisers that means checking prescription-product exposure against Prawo farmaceutyczne and Google's healthcare and medicines policy, including which ad groups may lawfully serve to the public at all. For gambling it means per-country certification status, the Ministry of Finance register entry, and whether affiliates are bidding your brand in markets where you hold no licence. Delivery: A written document, the underlying query and conversion workbooks, and a ninety-minute call with whoever will act on it. Questions in writing for thirty days afterwards.