Free tool · Google Ads
Free Google Ads audit. See where your budget is leaking.
Answer simple questions about your account: results tracking, landing page, targeting, campaign structure and oversight. In about two minutes, you get a rating for each theme and the three fixes to make first. No email or account access needed.
Twelve questions about your Google Ads account
Answer based on what you know. “I don’t know” is a valid answer: it flags a point to check, not a mistake.
Nothing is sent: your result is calculated in your browser.
What you get
The essentials on screen. The details by email, if you want them.
Your result appears as soon as you answer the last question. The full report, sent only if you ask for it, goes over each answer and explains how to fix it.
On screen, no email
Your account, theme by theme
An overall assessment, the level of each theme and the fixes that matter most, each with the guide that explains it.
Needs tightening
- Results trackingNeeds improvement
- Landing pageNeeds rework
- Targeting and keywordsSolid
- Campaign structureNeeds improvement
- Account oversightSolid
By email, on request
The full report
Your answers, one by one: why each point matters, how to fix it and where to check it in Google Ads.
Call trackingNeeds improvement
- Your answer
- Only calls made directly from the ad
- Why it matters
- In many trades, customers call rather than fill out a form.
- How to fix it
- Put a tracking number on your page that rings your usual line, and count as a conversion only calls long enough to lead to a sale.
- Where to check
- Goals menu, then Conversions, then Summary: look for a call action from your website.
What the audit checks
The settings that decide where your budget goes.
Each question targets a mistake we often find when we open a small business’s account. This page explains why each point matters; the report explains how to fix it. Not sure about a term? Our Google Ads glossary defines it.
Results tracking
What your reports really count.
- What counts as a conversionGoogle Ads tries to get more of whatever you tell it to count. If a button click counts, it will bring you clicks, not customers.
- Call trackingA call nobody counts makes a working campaign invisible. Sometimes it’s the best one that gets cut.
Landing page
What the person who just clicked finds.
- The page your ads lead toSent to the homepage, visitors have to look for the advertised service themselves. The click is paid for, whether they find it or not.
- Working pages, checked on a phoneOne renamed page or broken form, and your ads lead to an error without anyone noticing.
- Contact visible without scrollingA visitor in a hurry who can’t see how to reach you goes back to the results, where other businesses are waiting.
Targeting and keywords
The searches you pay for.
- Google search partnersChecked by default, this option shows your ads on sites that don’t belong to Google, chosen without you.
- The search terms reportYour ads also show on related searches. Without exclusions, a roofer pays for “roofer jobs”.
- Keywords that spend without resultsA keyword that spends without ever producing a lead takes budget away from the ones that do. Left alone, it can keep spending like that for years.
Campaign structure
How your account is organized.
- Organizing the account by serviceWhen services are mixed together, nobody can tell which one pays off, and every change affects everything else.
- Ads written for their keywordsA general ad is a poor answer to a precise search: fewer clicks, and visitors who don’t find what they were looking for.
Account oversight
Who follows the account, and with which numbers.
- The cost of a leadIt’s the number that tells you whether a campaign earns more than it costs. Clicks and impressions don’t.
- Reviewing results regularlySearches, costs and competitors change. An account nobody watches keeps spending, even on what no longer works.
Why this tool
The same mistakes show up from one account to the next.
Since 2014François Painchaud, founder of Kasvu, has been managing Google Ads campaigns.
When we open a small business’s Google Ads account, we often find the same mistakes: conversions that count clicks rather than leads, calls nobody counts, ads that lead to the homepage, keywords that have been spending for months without producing anything. One by one, they seem harmless. Together, they decide what your budget brings in.
The audit asks the questions that bring them to light, without access to your account. It relies on your answers: it tells you what to look at first, not how much each point costs you. To know that, someone has to read the account itself, and that’s always where our Google Ads team starts.
It doesn’t cover everything. Where your ads show, for example, is checked separately: our guide Why your Google Ads campaigns aren’t working explains it, along with the other common causes.
Frequently asked questions
Before you answer.
Is the Google Ads audit really free?
Yes. It doesn’t ask for access to your account, an email address or a sign-up. The result appears on this page; the full report is sent to you only if you ask for it.
How is the result calculated?
Each answer is worth two, one or zero points, and each question is weighted by what a mistake costs. Conversions, calls, the landing page, search terms, keywords without results and cost per lead weigh the most. “I don’t know” is worth zero without counting as a mistake: it’s a point to check. The result is expressed in words rather than as a percentage, because it rests on your answers, not on your data.
What happens to my answers?
The calculation happens in your browser: your answers go nowhere unless you request the report. If you do, we first email you to confirm your address, and the report is sent when you click the link you receive. Your answers and your address are kept only for that confirmation; the link is valid for 24 hours. An encoded fingerprint is used only to limit the number of emails sent. A copy of the report goes to Kasvu. No mailing list.
My account is managed by an agency. What should I do with my “I don’t know” answers?
Ask your agency these questions. It should answer them simply, with numbers to back them up: it’s your budget. Our guide How to read a Google Ads report also lists the questions to ask about your monthly report.
Who is this audit for?
Small businesses that already have a Google Ads account, managed in-house or by an agency. If you haven’t launched a campaign yet, start with our Google Ads guide for small businesses in Quebec.
Sources
- Google Ads Help, about the Google Search Network (partners included by default) · consulted October 7, 2026
- Google Ads Help, what Search Partners are · consulted October 7, 2026
A second look
The audit shows where to look. François goes through the account with you.
Show him your result: together, you’ll see what costs the most and in what order to fix it, whether you work with Kasvu or not. The first conversation comes with no commitment. If Google Ads isn’t the right channel for you, we’ll tell you.
François PainchaudFounder of Kasvu, author of this tool