Your agency runs your Google Ads. Get an independent PPC audit.

An automated audit of your Google Ads account: 79 checks against Whitead's rules. Search and Performance Max are checked in depth; Display, Video and Shopping at a basic level. Independent means independent of whoever runs your ads — the data comes straight from the account through the Google Ads API, not from their reports. You get a 0–100 score for the setup, findings by priority with explanations, an estimate of the money at risk each month (as ranges) and an action plan in plain language. The audit doesn't see your contract, your CRM (unless sales are imported as conversions), calls, or work done outside the account.

Common pricing models are a fixed monthly fee, a percentage of ad spend, or a mix of the two; setup is sometimes billed separately. The price alone doesn't show the value. Whatever you pay, check that your business has admin access to its own account, that conversion tracking works, how much budget goes to searches without results, and whether brand traffic — which flatters reports — is separated. Whitead doesn't know what you pay your agency (that isn't in Google Ads) and doesn't compare agencies: it shows the state of the account you pay to have managed.

Yes, if your Google login has access to the ad account: sign in with it and pick the account. If the list of accounts is empty, that login has no access — ask your agency to add your email as a user. The audit changes nothing, so it doesn't get in the way of their work. Either way, your business should have its own admin access to its account.

Who should have admin access to the account

No. Whitead only reads your data: it never creates, edits, pauses or deletes anything, and this is enforced in our code. Google's consent screen shows a broad access request because the Google Ads API has a single access level; Whitead uses it for reading only. You can revoke access at any time in your Google Account, under third-party apps.

The audit runs 19 conversion-tracking checks, among them: whether primary conversions are set up and recording; micro-conversions marked as primary; duplicate primary conversions; lead counting (One or Every); conversion values for e-commerce; auto-tagging; Consent Mode v2 for EEA and UK traffic; Enhanced Conversions; the attribution model; and tROAS without conversion values. If tracking is broken, the cost per lead in any report is unreliable, so it gets fixed first.

Google Ads itself has a Change history: who changed what, and when. With Monitor, each automatic audit (every 2 weeks) lists the changes made since the previous one and who made them — a person, Google's auto-applied recommendations or another tool — and compares the account with the previous audit: what was fixed, what is still open and how the score moved. Keep in mind that the number of changes says nothing about the quality of the work.

Changes Google applies by itself: auto-applied recommendations

Yes. An audit gives you a baseline — tracking, wasted spend, structure — and you can share the report link with candidate agencies, so everyone works from the same facts. After the switch, run another audit in 2–4 weeks, and consider Monitor for the first months. Before the old contract ends, make sure admin access to the account stays with your business.

It doesn't rate people. The audit sees the account's settings and data, not the work behind them — strategy, negotiations, creative. Many findings can have a legitimate reason, so raise them with your agency as questions. You can share a public link that opens without signing in, or a PDF or Excel file.

Your first audit is free, no card needed. After that it's €39 per audit, or Monitor at €29 a month: 4 audits a month and an automatic audit every 2 weeks. No contract — cancel any time.