The document
30 to 40 pages, delivered as a PDF.
ROAS by campaign, the account before and after, Merchant Center, bidding, and every fix ranked by impact.
Not a free audit with a catch
Written Google Ads account diagnosis
The document I'd write if I were taking over your account tomorrow. Where the money goes, what to fix first, what to expect at 30, 60, 90 days. 30 to 40 pages, in 7 days. Yours to keep.
€13M+ ad spend managedGoogle Partner since 20188+ years on Google Ads
Why this exists
Everyone has opinions about your account. Nobody signs them.
Written down, it can be checked: numbers, dates, expected outcomes. That's why nobody does it. And why I do.
The reports
Your agency sends reports. Nobody reads them, because they're written to be unreadable.
The dashboard
ROAS looks fine. The bank account disagrees. Nobody can tell you why in one page.
The opinions
Every operator you've hired had a diagnosis. None of them wrote it down where you could check it later.
How the document gets made
Seven days. Two phases.
Same order every time. Each check depends on the one before.
/01
"Where is my money going?"
First, find the bleed.
What Google counts as a purchase, how much goes to people already typing your brand, which campaigns fight each other, and your real breakeven. Every leak gets a monthly price tag.
What you getYour real numbers, on paper, most of them for the first time.
An account spending $53,954 to bring back $34,965. The dashboard called it 'learning.'
/02
"So what do I do about it?"
Then, set the structure.
The account rebuilt on paper. Brand split out, campaigns that stop fighting, bidding aimed at breakeven. Every fix ranked by the money it moves, written as steps.
What you get8 to 14 fixes, in order, each with what to expect at 30, 60 and 90 days.
Fourteen fixes at once, nobody executes. Fourteen in order, anyone can.
What's actually inside
What gets checked in your Google Ads account, item by item
From real delivered diagnoses. If something doesn't apply, the document says so instead of padding.
Executive reality check
Are the numbers even real?
- Your real business metrics next to what the dashboard reports
- eCommerce performance vs lead-gen performance, separated
- Where reported ROAS and actual profit stop agreeing
Where the money leaks
What's bleeding, and how much?
- ROAS broken down until the actual leak is visible
- Spend allocation map: where every dollar goes
- Leaks per campaign type: Brand, PMax Shopping, PMax lead-gen, Demand Gen
- Each leak named with its monthly cost
Measurement sanity check
Is Google learning from real data?
- What Google counts as a conversion, action by action
- How much of what Google optimizes on is revenue vs noise
- Whether measurement matches real revenue at all
Account architecture
Is the account built right?
- How the account is structured now vs how it should be, side by side
- Brand separated from non-brand, or leaking into it
- What to change in the first 30 days, and why
Demand capture & expansion
Where does growth come from?
- Search (non-brand), Shopping, and Brand, each assessed separately
- Performance Max: where it really spends (Shopping vs YouTube vs Display)
- Demand Gen and YouTube as scaling layers, not guesswork
- Merchant Center health: approvals, disapprovals, feed caps
Budget & bidding logic
What is Google being told to do?
- What each bidding strategy is chasing
- Target ROAS sanity-checked against your real breakeven
- Where the budget logic works against profit
Leverage map & fix list
What to do, in what order.
- Every finding ranked by how much money it moves
- A prioritized action plan your team can execute
- Expected outcome at 30, 60 and 90 days
- An honest read on your current agency report: what it gets right, what it hides
That's what the diagnosis buys. All of it in writing, all of it checkable.
What arrives · day 7
You get four things.
The walkthrough
30 minutes, live.
I take you through every finding until it lands. You ask anything.
The revision
One revision pass included.
Your team pushes back, I address it in writing. The document gets sharper, not defensive.
The exit
No retainer attached.
Some hand it to their team and never talk to me again. That's by design.
Sample · redacted, with permission
Here's a real spread from a recent diagnosis.
Every campaign type gets its own section, with what it spends and where that spend goes.
On every page
Written to be acted on, not admired.
- What is wrong, with the numbers behind it
- What to do about it, in priority order
- A deadline for each fix
- The exact message to send your agency or team
- How to check later that it worked
Click any page to open it full size.
Each fix spelled out: what needs to be done, by when, the exact message to send, and how you check it later.
Blockers first, then a tested product title structure built around how people actually search.
Plain pricing
$1,500. One time.
Audit call, document, walkthrough, one revision. No subscription. Credited to month one if we continue.
First call is free. You decide if a diagnosis is the right move after.
Common questions
Questions about the written Google Ads diagnosis
- Is this a "free audit" with paid recommendations at the end?
- No. The Decision Audit call (30 min) is genuinely free. The Written Diagnosis is a separate paid product if you want it. The audit alone is enough for some founders.
- Can my current agency execute the document?
- Yes, that's the most common path. The diagnosis is written so a competent operator can act on it. Some clients hand it to their existing team and call it done.
- What if I read it and want you to execute instead?
- Tell me on the walkthrough call. If we both want it, I'll credit the diagnosis fee against your first month of management. If I'm not the right fit, I'll say so.
- Do you sign an NDA?
- Standard mutual NDA, no problem. I send mine; happy to sign yours.
- How is this different from a "free Google Ads audit"?
- Free audits are sales documents. They run a checklist and generate "issues" weighted to make you book a call. Mine is the opposite: a paid document that is allowed to conclude "your account is fine, change nothing." Most aren't, but some are.