What an account review is and who it is for
In shortA Google Ads account review is a clearly scoped piece of work. We look at how the account is set up, where the budget goes and what is counted as an enquiry. You receive findings in order of importance, with reasons, and a proposal for what to fix first.
It is for a business that already advertises on Google and cannot see what the ads really bring. It may be your own account, one run by an agency, or one left behind by an employee. The first conversation is free. The detailed review itself is paid work with a scope agreed in advance.
Common reasons for asking for a review:
- Clicks arrive, but enquiries are few or none.
- Calls and messages come in for services you do not offer.
- You cannot tell which ad produced which enquiry.
- You took over the account from someone else and nobody knows why it is set up as it is.
- The budget is being spent and you have no clear view of what you are paying for.
What we look at
The review goes through six areas. Each one answers one concrete question.
| What we check | What it tells you |
|---|---|
| Campaign structure and goals | Whether services and areas are kept apart and whether each campaign has a goal that fits your business. |
| Searches that bring clicks | Which real searches use the budget, which have nothing to do with your offer and what should be excluded. Google's search terms report is the tool for this. |
| Ads and landing page | Whether the ad and the page say the same thing and whether a visitor can easily find the form, the phone number or WhatsApp. |
| Measurement | What the account counts as an enquiry, whether anything is counted twice or not at all, and whether calls and WhatsApp are counted. More on enquiry tracking. |
| Budget and bidding | How the budget is split across campaigns and what the bidding strategy is trying to achieve. |
| Access and ownership | Who is the account administrator, whose name the account is under and who else has access. |
The search terms report is a Google tool that shows the actual searches that triggered your ads. Advertisers use it to find irrelevant searches and exclude them with negative keywords.
What you receive at the end
You receive findings in order of importance, with the reason for each. With it comes a plan for what to fix first and a proposal for the next step. The findings contain no promise about a number of enquiries or clients.
Finding 1, high priority. An imaginary home renovation firm pays for clicks from people looking for free advice or a job. Those searches have nothing to do with the service. Fix first: exclude them, then check the search terms again after a few weeks.
Finding 2, medium priority. The ad announces a free site visit, but the page does not mention it. A visitor cannot tell whether they are in the right place. Fix: align the message on the page with the ad.
Finding 3, medium priority. A click on the WhatsApp button is counted as an enquiry. A click is not a sent message. Fix: agree what is counted and change the setting.
This is an invented example to show what a list looks like. It is not a real account, a real finding or a result.
How access works
The account and its data stay yours. You grant access from your own Google Ads account and you can remove it at any time, as Google's help page explains. Google Ads access is given by an invitation to an email address, so no password is needed. We agree the scope and the terms in writing before work starts.
We need a link to your website, a short description of what a good enquiry means for you and, if you have them, your own enquiry records for the last few months. None of this has to go through the website form.
What a review cannot tell you
A review shows what is visible in the account and on the page. It cannot promise how many enquiries you will get after the fixes. It does not replace your sales process: if enquiries arrive and nobody answers in time, the account does not show that. If you keep no enquiry records, we cannot say which ones became jobs. In that case, our first recommendation is to start keeping records.
When a review is not the right first step
If you do not advertise yet, there is nothing to review. We then start from your offer and market, as described on the Google Ads management page. If you only want to know what counts as an enquiry, the check described on the enquiry tracking page is enough. And if enquiries arrive but nobody answers them in time, the problem is not in the account, and a review will not solve it.
How the review runs
The review follows a clear order. We confirm the scope and the terms in writing before it starts.
- The first conversation is free. You describe the problem and we tell you whether a review makes sense for your account.
- Scope: in writing, what is reviewed, what you receive and on what terms, before any work starts.
- Access: you grant access from your own account and you can remove it.
- Review: we go through the six areas in the table.
- Handover: you receive the findings and the plan.
- Decision: you choose what happens next.
What happens after the review
You decide. You can make the fixes yourself or with people you already work with. You can ask us to make them in a separately agreed scope, because implementation is a separate piece of work. You can also move to ongoing management. There is no obligation to continue. Our fee and your ad budget are always separate.
For wider context see the Google Ads overview, how we work together, the guide how much Google Ads costs in Bosnia and Herzegovina and the guide how to choose an agency.