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Free Google Ads audit for service businesses

Paying for Google Ads and not sure they are working? Score your account with 16 quick questions, check what each call and each booked job really costs, then ask for an audit call. We go through your account with you by phone and tell you plainly what we find.

Score my accountRequest my audit call
Example score gauge64Example score
  • Call and form tracking Strong
  • Search terms and negatives Needs work
  • Landing page Room to improve

Score your account in the scorecard below.

Google Ads audit scorecard for service businesses

Answer 16 questions about your account. Your score, your weakest areas and the first things to fix update as you go. Not sure? Pick Not sure and keep going.

0 of 16 answered

Call and form tracking

Do you track every call that comes from your ads, both calls straight from the ad and calls from your website?
Do you count booked jobs and form requests as conversions, not only clicks?

Keywords and match types

Are your keywords grouped by service, with a separate group for each type of job?
Do you check which keywords produce calls and pause the ones that only produce clicks?

Search terms and negative keywords

Do you read your search terms report to see what people actually typed before they clicked?
Do you block searches that are not customers, such as job seekers, free, how-to and training searches?

Ads and assets

Do your ads name the service, your area and a reason to call?
Do your ads use call, location and sitelink assets?

Landing page

Does each ad send people to a page about that exact service, not just your home page?
Does your page load fast on a phone, with a tap-to-call button near the top?

Location and schedule

Are your ads limited to the places you actually serve?
Do your ads run when someone can answer the phone, with a plan for the calls you miss?

Budget and bidding

Is your budget big enough that your best campaigns are not marked Limited by budget?
Did you choose your bidding strategy on purpose, based on calls or conversions?

Local Services Ads and Google profile

Do you run Local Services Ads alongside your search ads?
Is your Google Business Profile complete, with the right categories, services, photos and reviews?

Score in hand? Check what a lead costs you.

Google Ads cost per lead calculator

Enter four numbers from your account for the same stretch of time. You will see what each call and each booked job really costs, and what every dollar of ad spend brings back.

$
Total Google Ads spend for the stretch of time you are measuring.
Phone calls from customers who came from your ads.
Calls that turned into work on your schedule.
$
What a typical job earns you before costs.
Cost per call–
Cost per booked job–
Calls that become jobs–
Revenue per $1 of ad spend–

Fill in all four numbers to see your results.

Here is what our audit covers beyond the scorecard.

What our Google Ads audit covers

Nine areas, gone through with you on the phone, one at a time. Here is what we look at in each.

emergency repair
free estimate
how to fix
jobs near me

Keyword effectiveness

Which keywords bring calls, and which only bring clicks. We show you where to cut and where to push.

repair near meKeep
diy repair guideBlock
repair technician jobsBlock
emergency repairKeep

Search terms and negative keywords

What people typed before they clicked, and which searches to block so you stop paying for them.

Expected click rate
Ad relevance
Landing page
Above averageAverageBelow average

Quality Score parts

The three parts Google rates for each keyword: expected click rate, ad relevance and landing page experience.

AdTrusted Local Service, Call for a Free EstimateServing your whole service area.CallLocationSitelinks

Ad copy and assets

Headlines, descriptions, call buttons, locations and sitelinks, and whether they give a customer a reason to call.

Matches the ad
Tap-to-call at the top
Loads fast on a phone
Clear service area

Landing page checklist

Whether your page matches the ad, loads fast on a phone and makes it easy to call.

Impression share
Overlap rate
Outranking share

Auction insights snapshot

How often you show up compared with other companies, and how often they show above you.

Ad click→Call→Counted
Missed call→Text sent

Call and conversion tracking

Whether every call and request from your ads is counted, so cost per call and cost per job are real numbers.

Local Services AdsYour CompanyTap to call
Call-firstAbove search ads

Local Services Ads check

Whether Local Services Ads belong next to your search ads, and how both bring calls.

Strong campaign
Limited by budgetWeak campaign

Budget and bidding review

Whether campaigns that produce calls are starved of budget, and whether your bidding fits your goal.

And here is what happens on the call.

What happens on your Google Ads audit call

We go through your account with you by phone, in this order, and explain each part in plain language.

  1. Your goalsWhat a good call looks like for your business, which jobs you want more of and where you work.
  2. TrackingWhether every call and request from your ads is counted, and what each one costs.
  3. Keywords and search termsWhere your money goes, which searches bring customers and which to block.
  4. Quality Score, ads and landing pageWhy your ads rank where they do, and what to change on the ad and the page.
  5. Auction insightsWho you compete with, how often you show and where you lose to them.
  6. Local Services Ads and Google profileWhether call-first ads and a stronger profile would add calls.
  7. Budget, bidding and next stepsWhere to move spend, what to fix first and what you decide to do about it.

Here is how the audit works, from request to follow-up.

How the Google Ads audit works

Three steps from your request to your call. We never change your account without your approval.

1

Send your request

Fill in the short form with your business, your website and your service area. Your scorecard result goes with it, so we start where you left off.

2

We review your account

Give us read-only access to your Google Ads account, or plan to read a few numbers to us on the call. We change nothing without your approval.

3

We call you

We follow up by phone and go through what we found, area by area, in plain language. You decide what happens next.

Questions about the audit are answered next.

Google Ads audit questions

Straight answers before you ask for your audit call. More are on the full FAQ.

What is a Google Ads audit?
A Google Ads audit is a close look at how your ads are set up and what they cost. It shows which keywords bring calls, which searches waste money, how your ads and landing page match what customers type, and where your budget should go.
What does your Google Ads audit cover?
We go through call and form tracking, keywords and match types, search terms and negative keywords, ads and assets, your landing page, Quality Score, auction insights, location and schedule settings, Local Services Ads and your budget and bidding.
How does the audit call work?
After you send the request, we review your account or the numbers you share, then follow up with you by phone. We walk through what we found one area at a time and answer your questions.
Is the Google Ads audit free?
Yes. The audit is free, and you decide what happens after the call.
Do I have to give you access to my Google Ads account?
No. Read-only access lets us review your account before we call, but you can also read a few numbers to us on the call. Read-only access cannot change anything in your account.
Will you change my campaigns during the audit?
No. The audit is a review and a conversation. We do not change your campaigns, budget or ads without your approval.
How is the scorecard score worked out?
Each answer is worth points: Yes counts as full credit, Not sure counts as half and No counts as none. The score is your points divided by the points available for the questions you answered. It is a quick self-check, not a measure of your real account, which the audit call looks at.
What is a Quality Score in Google Ads?
Quality Score is a diagnostic rating from 1 to 10 for each keyword. It reflects three things: how likely your ad is to be clicked, how relevant it is to the search, and how good your landing page experience is. Higher scores tend to mean lower costs and better ad positions.
What is the search terms report, and why does it matter?
The search terms report lists the exact searches that triggered your ads. It shows which searches bring customers and which waste money, so you can add negative keywords to block the wasteful ones.
What if I am not running Google Ads yet?
You can still use the scorecard to see what a well-run account looks like, and we can talk through whether Google Ads or Local Services Ads fit your business.
Do you audit Local Services Ads too?
Yes. We check whether Local Services Ads belong next to your search ads and how each one brings calls to your business.

Ready for your call? Send your request.

Request your free Google Ads audit call

Tell us about your business and your ads. We will review your account and follow up with you by phone to go through what we find.

  • We follow up with you by phone
  • We change nothing without your approval
  • You decide what happens next

Request my audit call

Tell us where you work and how you advertise.

Free to ask. We will call you.

Got it!

Thanks! We will call you to go over your Google Ads.