Sound familiar?
A report every month. And still no answer.
A second opinion from someone who spent four years on the other side of the table.
Request an audit →A thirty minute conversation first. A proposal only after that.
1 report
in plain language, with a list of what has to change
4 years
at Google, the first of them in Large Customer Sales
3 to 5
findings that matter, each with the numbers underneath
IndependentI do not manage accounts and I do not sell hours off your budget.
From the insideI know the auctions, the distortion and the levers that actually do something.
UnderstandableNo dashboard full of jargon, but sentences you can repeat yourself.
OrderGet the structure right first, raise the budget after that.
What you are probably seeing
The numbers look fine. The return does not.
You cannot put your finger on where it goes wrong, and that is exactly the problem.
- 01You get a report every month that looks well put together, and after reading it you still do not know whether things are going well.
- 02Your agency steers on numbers that always look good. The revenue in the ad system does not match what arrives in the accounts.
- 03A large share of the budget goes to people who would have found you anyway, and that gets presented as a win.
- 04You are considering stopping or switching agency, but you have nothing solid to base that decision on.
The audit
What I look at in the Google Ads audit
Read access to your account is enough. Where possible I also look into Analytics and the webshop.
- 01Measurement. Does what gets measured match what you actually earn. As long as that does not line up, every other conclusion is unreliable.
- 02Brand against the rest. Which part of the result comes from people who already knew you, and what is left as genuinely new demand.
- 03Waste. Search terms, audiences and campaigns that cost money without returning anything.
- 04Structure and budget. Where the money goes against where it returns the most.
- 05Your agency's work. What actually happened in the account, and whether that matches what was reported.
The delivery
What you get
01 — The report
The findings set out
Three to five findings that matter, each with the numbers underneath and what they cost or return. Written so you can repeat it yourself to your board.
02 — The session
Going through it together
A session in which we walk through the report and answer your questions. Including the one nobody asks out loud: should we be doing this at all.
03 — The next step
A clear yes or no
What has to change, in which order, and what can deliberately wait. If execution is needed, I point you to someone who does it well.
The structure
What the report looks like
The conclusion comes first, in plain language. The evidence comes after. Not the other way round.
- 01The sum it all comes down to: revenue is traffic times conversion times order value.
- 02The three to five biggest opportunities, each with a range of what it is worth.
- 03Traffic. Is there too little demand, or are you failing to capture the demand that exists. Those are two very different problems with two very different solutions.
- 04The website. Does traffic you pay for actually convert.
- 05Measurement. This sits deliberately early, because you cannot improve what you cannot see.
- 06A comparison against your competitors.
- 07A prioritised list. Quick wins in the first eight weeks, the larger moves after that.
The boundary
What this is not
I do not take over your account management. I do not want to be an agency. That is not modesty but the foundation under the judgement: whoever sells the execution has a stake in the outcome.
I am not a representative of Google. I worked there, I no longer do. If it turns out your money is better spent outside Google, you will hear that.
It is not an ongoing service. An audit has a beginning and an end. After that you are rid of me, unless you want something else yourself.
Also possible
Is there an AI question too?
At Google I built the AI adoption for a department of 1,500 people. That same view, applied to your organisation.
Next step
Knowing whether your budget is spent well
Thirty minutes in which we go through your situation.