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PAID ADS AUDIT
Most UK businesses trust their reported ROAS without questioning what it is actually measuring. Broken conversion tracking, inflated brand search data, and campaigns running in silos are routinely hiding the real cost of paid acquisition.
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/ This is for you if
Marketing leads at UK businesses spending £5,000–£100,000/month on paid — You have Google Ads, Meta, and possibly LinkedIn running, but the numbers from each platform never quite reconcile. Your agency or internal team reports positive ROAS figures, yet revenue growth does not reflect what the dashboards suggest. You need an independent read of what is actually happening across your accounts.
Founders and commercial directors who inherited a paid ads setup — You have taken over a business or a new role and inherited accounts that were set up by someone else. You do not know whether the conversion tracking is reliable, whether the account structure makes sense, or whether you are paying for audiences that have no commercial value. You need clarity before committing further budget.
E-commerce and B2B operators preparing to scale paid spend — You are planning to increase paid budgets significantly over the next quarter and need to know whether the existing account foundations can support that scale. Scaling a broken account amplifies the losses. The audit establishes what needs to be fixed before spend increases.
/ What's broken
Duplicate conversion actions, misconfigured GA4 events, and conversions that fire on page load rather than on a genuine user action are endemic across UK accounts. When the data feeding Smart Bidding is wrong, every bidding decision the algorithm makes is calibrated against fiction. The accounts that look most efficient on paper are often the ones with the most severe tracking errors.
Brand search campaigns capture users who were already going to convert. When brand and non-brand performance is not separated cleanly, brand conversions inflate the blended ROAS and make broad-match and competitor campaigns appear far more effective than they are. Most accounts we audit have no honest picture of what non-brand paid acquisition actually costs.
UK businesses commonly run Google Ads and Meta Ads through separate teams, separate agencies, or separate reporting cadences with no shared attribution logic. The same customer journey touches both platforms, but neither is credited accurately. Budget is allocated based on last-click or platform-reported data rather than any honest view of which channel is doing what work.
Google's Smart Bidding strategies require a minimum volume of clean conversion signals to function correctly. When they are enabled on accounts with sparse or corrupted conversion data — which is common after GA4 migrations — the algorithm explores broadly, burns budget, and reports confident-looking performance that does not hold up to scrutiny.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We audit every conversion action across Google Ads, Meta Ads, and LinkedIn Ads. We verify that each action fires once per genuine conversion, that values are passed correctly, and that the data feeding bidding algorithms is not contaminated by duplicates, test events, or misconfigured triggers. For accounts that migrated to GA4, we specifically check whether the transition introduced tracking gaps or over-reporting.
We review campaign structure, ad group segmentation, match type distribution, and budget allocation. Poor structure forces budget to cannibalise between campaigns or audiences that should be separated. We identify where structural problems are causing the algorithm to make suboptimal decisions and where tighter segmentation would give you cleaner performance data.
We review search terms reports for keyword waste, audit audience definitions for overlap or exclusion errors, and check whether LinkedIn audience targeting is aligned with the actual buyer profiles you need to reach. We flag spend on search terms, demographics, or placements that have no commercial justification.
We examine which bidding strategies are in use, whether the account meets the data requirements for those strategies, and whether the attribution model in use is producing an honest picture. We assess whether last-click, data-driven, or any other model is systematically over- or under-crediting specific channels or campaign types.
We review ad creative for message consistency, quality score impact, and alignment with landing page content. A campaign can have sound structure and clean tracking and still underperform because the creative does not match the intent of the search query or the audience segment. We also check landing page load speed, form functionality, and conversion path friction.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyThe audit is delivered within 5 business days of receiving account access. That includes data pull, analysis across Google Ads, Meta Ads, and LinkedIn Ads, the written report, and the 30-day fix list. If access is provided on a Monday, the report is delivered by Friday of the same week in most cases.
No. The paid ads audit is a fixed-price, standalone engagement with no ongoing commitment. You receive the report and fix list, and you decide what to do next. There is no obligation to continue working with Ignited Nepal after the audit is delivered.
No changes are made to your accounts during the audit. We require read-only access to each platform. All findings and recommendations are documented in the report, which you or your team can then act on at your own pace.
Yes. Many clients commission the audit specifically because their agency is producing reports they cannot independently verify. The audit gives you an objective view of what the accounts contain, what the data actually shows, and whether the work being done aligns with what is being reported. It is not a judgment of your agency — it is a read of the accounts themselves.
That is one of the most common findings. When tracking errors are identified, the fix list includes specific instructions for correcting each issue. We document what data is currently being reported, what the corrected figures are likely to look like, and what the implications are for bidding strategy once clean data is in place. It is better to know than to continue optimising against figures that do not reflect reality.
Start here
The audit takes 5 business days and requires no ongoing commitment. You will receive a written report that tells you exactly where budget is being wasted, where conversion data is unreliable, and what needs to change — ranked by impact. Whether you implement the fixes yourself or bring in support, you will be making decisions based on accurate information.
5-day turnaround · Written report + 30-day fix list · No retainer requiredIgnited Nepal
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