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PAID ADS AUDIT
Most Australian businesses running Google Ads and Meta Ads simultaneously have no clear picture of which channel is actually driving revenue — and their ROAS figures are almost certainly inflated by brand searches they would have captured anyway. The audit exists to give you an accurate read before you make your next budget decision.
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/ This is for you if
The growth-stage business spending $5K–$30K per month with unclear attribution — You're running Google Ads and Meta Ads concurrently. Both platforms report conversions. When you add them up, the total exceeds your actual sales. Something is being double-counted, but you haven't had the time or the framework to find out what.
The marketing lead who pushed for Performance Max and now can't see what's happening — Performance Max consolidated your campaigns and the overall ROAS looks strong. But you can't see which placements are driving results, and you suspect your brand keywords are accounting for a large share of the reported conversions. You need clarity on what PMax is actually doing.
The business owner who has changed agencies twice and still doesn't trust the numbers — You've been through more than one paid media provider. Each one showed you a healthy ROAS. But revenue didn't move in proportion. Before you sign another contract, you want an independent review of what the account looks like and what it should look like.
/ What's broken
Duplicate conversion actions are widespread in Australian accounts — particularly where GA4 and the native Google Ads tag are both firing for the same event. This inflates conversion counts and causes Smart Bidding to optimise toward events that have already been reported. The result is a ROAS figure that is mathematically impossible to reconcile with actual revenue.
A significant portion of Google Ads spend in Australian accounts goes toward branded keywords — searches where the user was already going to find the business. When brand and non-brand campaigns are not segmented, branded conversions inflate the overall ROAS and hide the true performance of prospecting campaigns. In some accounts we audit, non-brand ROAS is below 1x once brand traffic is separated.
PMax campaigns frequently capture brand traffic that would have converted through organic or direct channels. Without brand exclusions properly configured, PMax takes credit for low-funnel branded searches, which boosts reported ROAS while delivering no incremental value. This is one of the most consistent findings in Australian accounts running PMax.
Smart Bidding requires a minimum volume of conversions to function correctly — Google recommends at least 30–50 conversions per month per campaign. Many Australian businesses running target ROAS or target CPA strategies are below this threshold, meaning the algorithm is making decisions on insufficient data and performance is erratic as a result.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We verify that conversion events are correctly configured in both Google Ads and GA4, that values are passing accurately, and that there are no duplicate conversion actions inflating reported numbers. We review the attribution model — last-click vs. data-driven — and assess whether it reflects how your customers actually convert.
We examine how campaigns are segmented, whether brand and non-brand traffic is separated, how budget is allocated across campaign types, and whether ad group structure supports meaningful data collection. Poorly structured accounts make it impossible to interpret performance at the level needed to make decisions.
We pull and analyse the search term report, review match type distribution, and assess negative keyword coverage. On the audience side, we check remarketing list construction, audience exclusions on prospecting campaigns, and whether CRM-based or customer match audiences are being used.
We review whether Smart Bidding strategies have the conversion volume required to function, whether target CPA and target ROAS values are calibrated to realistic account benchmarks, and whether cross-channel attribution is set up in a way that avoids double-counting between Google and Meta.
We assess Quality Scores, ad relevance ratings, and creative fatigue across active campaigns. We review whether landing pages match the specific message in each ad, have functioning conversion tracking, and present a clear path from click to conversion.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyWe need read-level access only — we will not make changes to your accounts during the audit. For Google Ads, this means adding our MCC as a read-only linked account. For Meta, a read-only Business Manager role is sufficient. For LinkedIn, viewer access to Campaign Manager. We also request view access to GA4 and Google Tag Manager to verify conversion tracking end-to-end.
Yes. The audit is independent of your current management arrangement. We review the account as it stands and report on what we find. Some clients share the report with their existing agency. Others use it to inform a decision about whether to continue that relationship. That is entirely up to you.
No. The audit is conducted remotely and covers accounts regardless of where the business is located within Australia. All communication is handled by email and video call.
Five business days from the point we have confirmed access to all required accounts. Day one and two are data collection. Days two through four are analysis. Day five is report delivery.
The audit covers whichever paid channels you are actively running. If you are only running Google Ads and Meta Ads, we audit those two. You are not charged for channels that are not in scope.
Start here
Five business days. A written report. A 30-day fix list. Whether you're spending $5,000 or $50,000 per month on paid media, the audit will tell you whether that spend is being tracked correctly, structured effectively, and attributed accurately. If there are problems, you will know exactly what they are and in what order to fix them.
5-day turnaround · Written report + 30-day fix list · No retainer requiredIgnited Nepal
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