Independent account review

Google Ads Audit: what should you change first?

Account, measurement and lead quality: find out what to fix, what to test and where your budget should go next.

Clarity Session: from €390 · 60 minutes by video

Start with a free 30-minute call to clarify your question and the right format. The paid 60-minute session is a separate appointment. A full audit is a separate engagement.

Full audit: from €1,900 · findings within 7 working days

Discuss the full audit
Your audit with Daniils Visnakovs Experience & background

My background: technical measurement implementation for Google.

Google Ads: what should you change first? Account, measurement and enquiry journey · 67 seconds

Experience from client projects

Google Partner
Client reviews and case studies

Results I have measured.

14 client reviews · 22 case studies

Client voices
Technical problem-solving
“Daniils helped me solve a problem I had been stuck on in record time.”
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“Daniils helped me solve a problem I had been stuck on in record time. Responsive, friendly and highly competent — and he even took time afterwards for a video call to walk through the results. Many thanks!”

Daniel Fischerdigitalpositiv
What the client says
“What is particularly important to me is that Google Ads isn't simply about spending more budget and making more revenue, but that it makes economic sense for us – and that is exactly what Daniils takes into account in his work.”
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“We have been working with Danny for several years now, and what I value most is the direct and uncomplicated exchange with him. He looks closely at the numbers, questions things and keeps coming to us with new ideas and approaches of his own. What is particularly important to me is that Google Ads isn't simply about spending more budget and making more revenue, but that it makes economic sense for us – and that is exactly what Daniils takes into account in his work. I also really appreciate that we can talk openly with each other.”

Natalja RichertManaging Director · MYTRAURINGstore Read the case study
Ads & tracking
“Daniils does great work and brings real expertise in ads and tracking!”
Pascal RähseFunnelforms founder
Google Ads consulting
“Afterwards, we were able to nearly double our sales conversion rate.”
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“I manage our campaigns myself and brought Danny in for Google Ads consulting. We were under time pressure and needed a clear direction.

Danny quickly got to grips with our business and gave us specific recommendations on bidding strategy and the right conversion goal. Afterwards, we were able to nearly double our sales conversion rate.

For me, the biggest change has been how it feels: I have someone I can contact by phone or WhatsApp, and I no longer have to carry the toughest decisions alone. Working together is warm, friendly and relaxed. I would recommend Danny to anyone who manages their own campaigns and needs someone who really thinks things through with them.”

Merlin FaudeManaging Director Fachzentrum für Wut & Aggression
What the client says
“We measurably improved our marketing goals.”
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“A highly professional and reliable partner. Working with Daniils is efficient, solution-oriented and always on equal footing. Short communication paths and quick responses — you feel well looked after at all times. We measurably improved our marketing goals. A collaboration we recommend without reservation.”

Patrick ZitzerZitberg GmbH Read the case study
Google Ads consulting
“You didn’t just help us with Google Ads—you truly elevated our entire online marketing performance.”
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“Daniils, thank you so much for your amazing support! You didn’t just help us with Google Ads—you truly elevated our entire online marketing performance. I really appreciated your structured approach, sharp eye for details, and honest feedback. What stood out most was how deeply you understood our business. It was never about quick hacks, but about building long-term results. You clearly know your craft and love what you do. I can wholeheartedly recommend working with you!”

Markus BrucknerBruckner Analysentechnik GmbH
Advice you can understand
“Daniils is an exceptional talent.”
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“Daniils is an exceptional talent. He doesn't just master everything around Google — he brings sharp business intuition. Complex topics get explained in a way you actually understand, so you can make informed business decisions. Highly recommended.”

Chris CerraRemoteBase
Google Ads consulting
“What I really appreciate is how clearly he explains complex topics.”
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“Daniils is a great Google Ads expert! Fast, hands-on, with creative solutions. What I really appreciate is how clearly he explains complex topics. If you need help with Google Ads, he's the right call.”

Samantha ScottAll Things Remote
Google Ads consulting
“Daniils supported two of my clients superbly with their Google Ads campaigns.”
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“Daniils supported two of my clients superbly with their Google Ads campaigns. His expertise, professionalism and strategic thinking lifted their visibility and improved conversion rates. The expertise really made the difference — absolutely recommended.”

Tim RautenbergXM CROSSMEDIA
Marketing strategy
“Daniils took us to a whole new level with his marketing strategy for a client's events.”
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“Daniils took us to a whole new level with his marketing strategy for a client's events. He was fast, committed and personally involved — and even connected us with other experts. Excellent expertise and wholehearted commitment — highly recommended!”

Alexandra MonitskaMar Sabi Studio
Marketing strategy
“Great communication.”
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“Great communication. We had two consultations. Daniils was deeply involved and gave me clear, well-reasoned feedback on my Google Ads, Analytics and overall digital presence strategy.”

FjodoraFiverr client
Ads & tracking
“Excellent advice and expertise. Daniils really takes the time to solve the problem together. I can recommend him to anyone.”
Leon PawlickiFiverr client
Ads & tracking
“Daniils communicates very well and completed the project incredibly quickly and reliably. I'll work with him more often in future :)”
Homepage HeroesWebdesign agency
What the client says
“Working with Daniils has been a huge asset to our company.”
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“Working with Daniils has been a huge asset to our company. Whenever questions or problems come up, we can always reach each other. Daniils has fully immersed himself in the world of saunas and supports us however he can. I am glad I had the chance to meet you in person and that we have such a great working relationship. As I have said before: you are an exceptional talent. Hats off to you!”

Anke Della-BellaManaging Director · Finsterbusch – die Wellness Factory GmbH Read the case study

Check it yourself

Google Ads audit: 7 points you can check yourself

You can see much of this in your own account before you hire anyone. Each point says what a wrong setting costs.

  1. 01

    Search terms

    Open the search terms report and sort by cost. If the top rows are searches that do not fit your offer, such as jobs, tutorials or free versions, you are paying for clicks that never become enquiries. That money is missing from the searches that sell.

    Analyse search terms in the free Account Check
  2. 02

    Conversion setup

    Under “Goals” you can see what your account counts as a conversion. If page views, button clicks or enquiries counted twice are in there, the report looks better than your sales figures. Bidding then learns from exactly those signals and buys more clicks that count but bring nothing.

  3. 03

    Consent

    Does your website load Google tags only after consent, and does it pass the status to Google through Consent Mode v2? Without it, modelled conversions and remarketing lists are lost. In Germany, tags that load before consent are also a legal risk.

    Check banner and Consent Mode in the free Tracking Check
  4. 04

    Bid strategy and data volume

    Target CPA and target ROAS learn from conversions. If a campaign collects only a few a month, the strategy reacts to chance: bids jump, costs swing and no change can be judged fairly. Fewer, larger campaigns or a simpler bid strategy often help until there is enough data.

  5. 05

    Ads and ad strength

    Add the “Ad strength” column to your ads list and read your headlines the way Google combines them. Cut-off sentences, expired offers or ten headlines saying the same thing cost clicks, and those clicks go to competitors with the clearer ad.

    Check the ads export in the Account Check
  6. 06

    Landing page

    Open the landing page of your most important ad on a phone. Does the top of the page show what the ad promises, and can you reach the form or phone number without a detour? If not, you pay for the click and lose the enquiry at the last step.

  7. 07

    Budget pacing

    For each campaign, compare the daily budget with actual spend and look for the status “Limited by budget”. If your best campaign regularly runs into its limit, it misses part of the searches while weaker campaigns keep their budget. Money is then spread by habit rather than by results.

    Find budget-limited campaigns in the Account Check

This list does not replace an audit. It shows you where to look more closely. Whether an enquiry actually arrives and what it is worth only becomes visible when account, measurement and sales are looked at together.

The Ads & Measurement Check

One account. One measurement setup. One enquiry journey.

Three connected checks, from the first click to the enquiry your team receives.

01

Account & budget

Search intent, campaign structure, bidding and wasted spend. Where the evidence allows, costs are compared with qualified enquiries.

02

Measurement & handoff

Conversion goals, duplicate events and consent behaviour. Can calls, qualification and later outcomes be connected to the campaign?

03

Landing page & enquiry

Offer, mobile experience and form or booking: does the path from the ad help the right prospect get in touch?

Starting scope: one Google Ads account, its connected GA4/GTM setup and one agreed landing page through to the enquiry handoff. Additional accounts, markets or complex CRM investigations are scoped separately.

A clear order of work. Ready for your team.

Written findings, a prioritised action plan and a walkthrough call. Yours to use with your team or current agency.

How your action plan is organised

  1. 01

    Fix first

    Confirmed defects and unreliable measurement.

  2. 02

    Test next

    Promising hypotheses with a defined success check.

  3. 03

    Keep

    What the evidence supports leaving in place.

  • Evidence and its limits
  • Rationale and success checks
  • Walkthrough and implementation questions

Delivery within 7 working days of complete access and briefing. I agree the scope and total price with you before paid work begins.

Implementation and ongoing management are separate engagements. The audit does not guarantee a lower CPA or a specific number of leads.

Illustrative example · not a client result

A form click is being counted as an enquiry

A button click does not tell you whether an enquiry arrived. The audit follows the signal through to the saved lead.

  1. 1

    Button clicked

    Intent

  2. 2

    Form submitted

    Successful submission

  3. 3

    Lead saved

    Received by your team

See the evidence, recommendation and verification plan
Observation to verify
An Ads conversion is linked to the form button click. A separate successful-submission event also exists.
Evidence needed
Compare the tag trigger, one agreed test submission and the saved lead record. Check whether both actions are included in the campaign goal.
Business consequence
Reported conversions may include failed submissions or count one enquiry twice. A low reported CPA would then overstate performance.
Priority and action
Fix before increasing spend: define the successful enquiry, remove redundant optimisation goals and retain diagnostic events separately. Changes require a separate implementation agreement.
Verification plan
Repeat a valid submission, a rejected submission and a page reload. Confirm one saved enquiry and the intended conversion count; then review qualified outcomes over a comparable period.

From a published case study

A measurement plan for qualified B2B enquiries

Neumann & Müller — Welche Anfragen wirklich zählen

Neumann & Müller

Campaign context was being lost on the way to the central contact form. The case shows the plan developed to connect campaign origin, form questions and later lead quality.

Read the Neumann & Müller case

Is an audit the right next step?

A decision with budget behind it

  • You already run Google Ads, but lead quality or rising costs are unclear.
  • You need a second opinion before scaling or changing provider.
  • Your team or agency can put a clear action plan to work.

One focused question?

For one specific decision, start with a Clarity Session from €390: 60 minutes by video, my recommendation and your next steps. It does not replace the full account, measurement and enquiry audit from €1,900.

Discuss a Clarity Session Review the tracking in detail

FAQ

Before you commission an audit

How much does a Google Ads audit cost?

The full audit starts at €1,900: one Google Ads account, its connected GA4/GTM setup and one agreed journey from landing page to saved enquiry. You receive a written action plan and review call within 7 working days of complete access and briefing. The Clarity Session from €390 is a different format: 60 minutes by video for one specific decision, my recommendation and your next steps. It does not include the full audit. Scope and price are agreed before paid work begins; implementation is a separate engagement.

What does a Google Ads audit check?

My audit covers one Google Ads account, its connected GA4/GTM setup and one agreed landing page through to the enquiry handoff: search terms, account structure, bidding, wasted spend, conversion goals, consent and the path to the saved enquiry. The result is a written action plan in three steps: fix first, test next, keep.

Is there a free Google Ads audit?

Not a complete one, but you can check part of it yourself. The free Account Check analyses your search terms, campaigns or ads export, and the free Tracking Check looks at the cookie banner, Consent Mode v2 and Google tags on your homepage. Neither tool can tell whether the right conversions are counted, whether the bid strategy suits your data volume or whether an enquiry actually arrives. That needs access to the account and a conversation.

Audit or ongoing management?

The audit is a one-off review from €1,900. You get an action plan that your team, your agency or you yourself put into practice. With ongoing management I run the account myself, and the scope and price are agreed before paid work begins. If you first want to know where your account stands before changing provider or raising the budget, the audit is the cleaner place to start.

What access do you need?

Read-only access to the agreed Google Ads account, GA4 property and GTM container, plus the landing-page URL and a briefing on your offer, economics and definition of a qualified enquiry. A redacted lead or CRM export may be useful. Never send account passwords. If a check needs permissions beyond read-only access or a test enquiry, I agree that with you separately.

When do the seven working days start?

Once the agreed access and briefing are complete. I confirm the start and delivery date. Missing data is marked as a limit, not replaced with a confident guess; if a dependency changes the agreed schedule, I clarify it with you before proceeding.

Will you change campaigns or publish tags?

The audit is a review. It does not change campaigns, budgets or published tags. Any implementation is separately scoped and authorised. Your current agency can keep working with the account.

How is this different from a free account check?

A free tool or introductory check can flag settings. This paid audit connects the account evidence with measurement, the enquiry path and your business decision, and gives you a written action plan you can use without hiring me for ongoing management.

What if there is not enough data?

You still receive the supported findings and a plan for closing evidence gaps. I separate configuration defects from performance hypotheses. Small samples, missing qualification records or long sales cycles can prevent a reliable profitability judgement.

What should your budget achieve next?

Start with a free 30-minute call to clarify your question and the right format. The paid 60-minute session is a separate appointment. A full audit is a separate engagement.

Free & no obligation Reply within 24h You talk to me directly