We can conduct a thorough audit anytime.

However, actionable insights are harder to obtain during major account changes due to limited performance data and less useful historical data.

Still, many clients request audits specifically during an overhaul to ensure their restructure is set up for success.

For a brand new structure, our recommendations will be based on best practices and what we’ve seen work. For existing accounts with historical data, our review will be more data-informed.

That's mostly up to you. We take a zoom-in and zoom-out approach to evaluate current and historical trends. On our Diagnostic Intake call, we'll discuss account context and set specific date ranges that will be most useful.

We love doing forensic audits and pinpointing exactly what caused a shift. However, it might not always be the best question for finding high-impact opportunities. Increasingly, big changes are due to updates in Google Ads rather than competition or account settings. We can prioritize this question in the audit if it's a key issue, but focusing on "what to do now" will usually be more important than a definitive answer to "why did it change."

Unless we're contracted as your agency of record to manage your paid search, we don't make any changes to the account. This policy prevents liability issues and clarifies responsibility for account management and results.

We do offer consulting packages, which can include strategy and ad buildouts for your team to upload directly.

First, it's completely normal to get an external audit, and even to involve your management team in the process. But if you prefer discretion, that's normal too.

Here are some things to consider:

1. We'll need access to the account somehow, so you'll either need to share a login with us, or give us permissions to access (which may catch the eye of your employee or agency).

2. We don't want to throw anyone under the bus, but every time we've been hired to do an audit to evaluate an ads manager, the audit has confirmed suspicions. It doesn't matter how gentle we are or even how non-critical our findings are; there's a reason you're looking to do this on the down low. If you're considering a directional change and just need validation, we're happy to save you some money and suggest that your instincts are unlikely to change between now and the delivery of an audit. However, if you still want a thorough audit, we're here to help discreetly.

3. You can also include your team members in an audit from the beginning. Get them to contribute their own wish list and priorities, and have them join our calls. Our audits are about finding opportunities, not criticizing someone else's work. We take a diplomatic approach to the review so that no one feels scrutinized or defensive.

Of course. After you book the audit, I'll sign your NDA as part of the onboarding process. Standard NDAs only, please.