Free Google Ads audit · Read-only access · A written report you keep
For $25K–$500K+ a month in Google Ads spend
Google Ads spend that answers to your P&L.
We cut the spend that never turns into revenue, put it behind the searches that buy, and scale what works for as long as the next dollar still pays. Start with a free written audit of your account.
About 3 pages · in your inbox five business days after access · yours to keep
Your clicks, itemized
What a broad-match keyword buys
$12.40 of $28.10 buys nothing
- walnut dining table 8 seaterBUYER · Ready to buy3.85
- solid walnut dining table saleBUYER · Ready to buy4.20
- extendable walnut table small spaceBUYER · Ready to buy3.40
- alder and finch walnut tableYOUR NAME · Check: may have bought anyway1.15
- walnut table free deliveryBUYER · Ready to buy3.10
- Searches
- 11
- One click on each
- $28.10
- Buys nothing
- $12.40
A handful of searches, not your whole account: the audit measures that from your real costs.
Tap a circled search to cut it
Your own search terms report shows the searches you really paid for. The free audit adds them up, from your account’s real costs.
The report says sales are up. Finance can't find them.
Most accounts don't fail loudly. They leak in three quiet places, and Google's own report won't show you any of them.
1
You pay for people who were never going to buy.
Broad match and AI Max show your ad on searches near your keyword, not on it. Every one of these clicks was paid for.
furniture warehouse jobs charleston$1.40Looking for work
how to refinish a walnut table$1.95Refinishing his own
mid century dining table history$0.90Writing a paper
2
Google counts a sale twice. Your bank counts it once.
When the code that records a sale fires again on a reloaded thank-you page, every number looks better and Google's bidding learns to chase the wrong thing.
Google Ads · purchases
- #10482thank-you page
- #10482page reloaded
- #10484thank-you page
- #10484page reloaded
- #10486thank-you page
1,240
Your shop · orders
- #10482paid
- #10484paid
- #10486paid
960
3
Automation spends where it's easy.
Performance Max finds the cheapest conversions it can, and the cheapest are people already searching your name. You pay for customers you had anyway.
alder and finch
Sponsored
alderandfinch.com
Alder & Finch · Solid Walnut Dining Tables
Made to order. Free delivery on tables over $1,500.
alderandfinch.com
Alder & Finch | Walnut Furniture, Charleston
Dining tables, chairs and sideboards in solid American walnut.
$3,400 a month to reach people already looking for you
Sample figures from Alder & Finch, a made-up store.
Same budget. Different account.
What separates an account that pays from one that leaks is decided at four points. Here's where it goes wrong, and what we do.
Where it goes wrongThe goal is “more conversions”, and anything Google counts as a conversion counts.
What we do
- Work out what a sale can cost from your margin and close rate, not from Google's suggested bid.
- Value each conversion by the revenue behind it, and each lead by how far it got.
- Send closed sales back from your CRM, so bidding learns from revenue, not form fills.
- Split the budget by intent before choosing a single keyword.
Bidding can only chase what you tell it to count.
| Average order | $2,400 |
|---|---|
| × margin | 42% |
| = profit per sale | $1,008 |
| × share you'll spend to win it | 35% |
| = most a sale can cost | $353 |
| × leads that become sales | 25% |
| = most a lead can cost | $88 |
The free audit
Your account, itemized. Yours to keep.
Software runs the checks and does the arithmetic. Our senior Google Ads specialists read every finding, remove what doesn't hold up, and walk you through the ones worth the most. You keep the report, whether or not we work together.
What an audit looks like
Three pages from a sample audit of a made-up store. Yours names your campaigns, your search terms and your dates.
1Found: at least $6,150 a month going to searches that never buy, and sales counted twice. Verdict first: fix tracking, then the rest.
2Found: six findings ranked by what they cost, two that matter now, two to watch and two that are fine, each with its evidence and dates.
3Found: 214 search terms that spent and sold nothing. Here are five of them, what each cost and the fix.
- Findings ranked by the money at stake, each with its evidence and dates
- Wasted spend shown as a minimum, from your own costs, each dollar counted once
- What we couldn't check, and why
- What we'd change first, in order
- A verdict: fix it, we can help, or leave it alone
- A 30-minute walkthrough with the specialist who wrote it
Read-only. Two minutes. Yours to remove.
- 1
Send the form
About a minute. We reply within one business day with the steps and the name of the specialist on your audit.
- 2
Add us as a read-only user
About two minutes. In Google Ads: Admin, then Access and security, then the plus button. Enter our address and choose Read only.
Open this screen in Google Ads
audit@hookandreel.net - 3
Read your audit
Five business days after access, with a 30-minute walkthrough.
Access level
- Admin
- Standard
- Read only
- Email only
- Billing
Read-only can
- See campaigns, reports and settings
- Read search terms and costs
It can’t
- Change a campaign, budget or bid
- Publish an ad or a setting
- Touch billing
You can remove our access at any time, from the same screen, or set it to expire on a date. Want an NDA first? We'll sign yours, or send ours, before you share anything.
Watched every morning. Fixed the same day.
Most accounts get looked at once a week, or once a month. Ours are read every morning, so a problem is caught in a day, not at the monthly review.
Every morning, software reads your account
Spend against plan, tracking, search terms and anything that moved past its normal range, across every campaign. It connects read-only, so it can look but never change anything.
Read-only our software can’t change your account
A specialist checks the evidence
Software is fast and sometimes confidently wrong. Every recommendation is accepted, edited or rejected by a person, with a reason.
The fix goes live the same day
Once you've signed, our specialists make each change in your account under their own logins. You see what changed, why, and what it did in your weekly note.
Morning list · Tue 09:02On the record
R-0412
Add 38 negatives from last week's search terms
$1,920 spent, 0 sales, 30 days
Live in Google Ads · 09:41
R-0413
Raise Campaign B's budget 30%
Conversions up 29% this month
Purchases counted twice since the 12th. Fix the tag first.
R-0414
Pause ad group “modern tables”
Cost per sale 2.1× target, 60 days
Cut its bid 25% instead; two sales came this week.
Live in Google Ads · 09:41
In your weekly note: 2 fixes live, 1 held back, and why
Google's own automation (Smart Bidding, AI Max, Performance Max) keeps working inside your account. We choose which parts are on, set their limits, and keep auto-applied recommendations off.
A baseline in 30 days. A verdict at 90.
Days 1–30
Fix and measure
Access, tracking checked and fixed, a baseline agreed with finance, and a list of which Google automations are on.
Sample baseline
- Cost per sale
- $412
- Sales from search
- 204 a month
- Revenue from search
- $489,600
- Purchases tracked correctly
- Yes, since day 9
Agreed with finance
You see The baseline, in writing
Days 31–60
Change, one at a time
Structure, bidding and search-term changes, each with a hypothesis, a start date and a decision date.
- Brand split from non-brandto see what's new demand✓
- 38 search terms blocked$1,920 spent, no sales✓
- Sale-recording code fixedsales were counted twice✓
- Brand name excluded from Performance Maxstop paying for people already looking for you✓
- Shopping bid target eased 10%room to win more sales at the target cost✓
- Landing page test starteddecision date in four weeks✓
You see A change log with a reason on every line
Days 61–90
The first full review
Everything against the baseline: what moved, what didn't.
Sample review · made-up numbers
Day 1 Day 90 Cost per sale $412 $356 Sales from search 204 a month 236 a month Spend that bought nothing $6,150 a month $1,400 a month KeepChangeStop
You see Our recommendation: keep, change or stop
Your time: about 45 minutes for the audit, then about an hour a week.
A fixed fee for your spend band.
Never a percentage of what you spend. Your ad spend goes to Google, on your own card; our fee is a fixed monthly amount for your band, and it moves only if your three-month average crosses into another band.
| Monthly spend | Our monthly fee |
|---|---|
| $25K–$50K | from $5,000 |
| $50K–$100K | from $7,000 |
| $100K–$250K | from $10,500 |
| $250K–$500K | from $17,000 |
| $500K+ | quoted after the audit, from $25,000 |
Your fee at this spend: from $7,000 a month, fixed. If your spend goes up next month, our fee doesn’t.
All figures USD, billed monthly. “From” is the band’s starting fee; where you sit depends on what moves the price.
What moves the price
- How many campaigns and markets
- Whether tracking needs rebuilding or your CRM needs connecting
- Product feed size, if you sell products
- How detailed finance needs the reporting to be
What the fee covers
- Strategy and structure
- Daily monitoring
- A person reviewing and making every change
- Search terms and negatives
- Bids, budgets and testing
- Tracking upkeep
- Weekly note, monthly review, quarterly verdict
Terms
- Month to month, 30 days' notice; leave with our change log and audit data
- No setup fee
- You own the account, the data and the history, from day one
- Google bills you for the ads directly; none of it passes through us
- No referral payments from Google or anyone else
Questions
What does the software actually do?
It reads your account every day, flags what moved and drafts recommendations with the numbers behind them. It's connected read-only, so it can't change anything.
Who makes the changes?
Our Google Ads specialists, in your account, under their own logins. Software analyses and drafts; it never changes anything itself.
What if the software is wrong?
That's why a specialist reads the evidence before anything moves.
Do Google's own tools change my account on their own?
Smart Bidding, AI Max and Performance Max act inside any account. We choose which are on, set their limits and use the review controls Google provides. We keep auto-applied recommendations off.
What access do you need, and can I remove it?
Read-only for the audit, edit access after you sign. You can remove either at any time.
What does it cost?
A flat monthly fee for your spend band, listed above. Your ad spend is billed by Google to you.
Is there a contract?
Month to month, with 30 days' notice.
What do you guarantee?
No result before we've seen your account; anyone who does is guessing. What we commit to: a written baseline, a reason beside every change, and a keep, change or stop verdict every quarter.
How will finance see results?
A monthly report against the baseline agreed in the first 30 days: cost per sale or per opportunity, revenue, and what moved. Every number states its period and source.
Do you run ads in ChatGPT too?
That's a separate service, with its own page.
See what your clicks are buying before you decide anything.
A written audit, a walkthrough with a senior specialist, and no obligation. If we don't see a clear opportunity, we'll say so.
- A written audit five business days after access
- A 30-minute walkthrough with a senior specialist
- Yours to keep, whether or not we work together