Have your Google Ads reviewed. Before someone optimises them again.
I read your account before I touch it. Then I tell you where it breaks and what that costs. And put it right. Independently, with no agency behind me.
ON THE TABLE
More budget, new campaigns, more enquiries.
THE DECISION BEFORE
Which service is this account actually meant to sell?
WHAT IT COSTS TO LEAVE IT OPEN
Google optimises anyway. With your budget, just not necessarily for the business that is meant to grow.
“We spend more every month, and less comes back.”
The account optimises what it has. Nobody has decided which offer it is supposed to sell.
“Agency, tool, freelancer: everyone has had a go at it.”
Whoever only optimises never checks the basic assumption. That is usually where the mistake sits.
“Every month a report full of numbers. What the budget delivered isn’t in it.”
A report shows what was measured. It doesn’t say what should count. Nobody set that beforehand, so every report stays complicated and every number open to interpretation.
Before an account gets optimised, five decisions have to be made.
What should be sold? Not every offer deserves the same budget.
To whom? A click from the wrong audience costs as much as one from the right one.
What may a customer cost? Without that number, every bidding strategy is just technique.
What counts as a result? Enquiry, order, revenue or contribution margin. The account optimises for whatever it is given.
When does something get stopped? Without a stop criterion, a test turns into a habit.
If one of them is written down nowhere, the account optimises for a figure nobody chose.
How I read an account.
An account can’t be read from inside the account. Before I open a campaign, I understand the business, its products and the people who buy them. Without that there is no direction, only settings.
Then I read the account together with what sits next to it: brand, market, organic visibility. What Google shows about you before anyone clicks has a say in what becomes of the click. If Meta or Microsoft run alongside, I read them too.
The account itself I check against a fixed catalogue: 95 checkpoints for Google Ads. Each ends in one of three words: passed, failed, unknown. Two numbers stand at the end, never merged: the findings and the evidence coverage, how much of the account I actually saw. Below sixty percent there is no verdict. And where the measurement is broken, there is none until it is repaired.
“I have only once seen a ROAS this high in my time as a Senior Account Manager, and that was a Bundesliga account.”Review on ProvenExpert, May 2025
“… a ROAS of over 9: stable, measurable, convincing.”Review on ProvenExpert, August 2025
The next step. And what can follow.
Google Ads Account Reading. Ninety minutes, live in your account. You show me where it sticks, we go through the points together, and on each one I say what stays, what changes, what stops. Afterwards you have my verdict in writing, the Decision Letter, and a list you work through the next day.
Google Ads Forensic. If the list is longer than ninety minutes: the account against 95 checkpoints and the measurement behind it, meaning Analytics, tag setup and Search Console. At the end there is the Report, in writing and with evidence coverage.
Google Ads Rebuild. If the Report shows breaks you don’t want to fix yourself: the account set up again, measurement that means something, landing pages that fit the offer.
Google Ads Direction Mandate. If your agency or your team keeps running the account: I hold the five decisions. What the account sells, to whom, what a customer may cost, what counts, when to stop. A Decision Letter every quarter.
Google Ads Management. If I am to run the account myself: along these decisions, with search terms, bids, exclusions, ad copy and measurement. Every month a short finding: what carries, what goes. Management always starts with an Account Reading or a Forensic.
If it is about more than the account: the Marketing Audit for all of your marketing, the Forensic for the whole business, the Direction Mandate for the direction behind it.
What I don’t do.
I don’t take on an account without reading it first. I don’t optimise for clicks while it is unclear what the account is meant to sell. And I don’t send a report that contains no decision.
Three cases.
A broad budget, many channels, and nobody knows what carries.
Case 01 · €180,000 a year released
Came with: “We spend more every year and don’t know what any of it does.”
Underneath: The budget was spread across channels before anyone had decided which offer should grow.
Decision: Channels consolidated, initiatives stopped. Budget only on what carries.
Effect: €180,000 of annual budget released, same visibility.
Optimised for years, and still something is off.
Case 02 · €80,000 of misspending stopped
Came with: “The account has been optimised for years and delivers less anyway.”
Underneath: A flaw in the basic assumption that agency, team and suppliers had overlooked for years.
Decision: The assumption corrected. The account rebuilt on it.
Effect: €80,000 of further misspending stopped.
The business runs well. Only nobody knows any more where the customers come from.
Case 07 · 35% more revenue, same team
Came with: “It’s running. But we no longer know where the customers actually come from.”
Underneath: A separate path through website and sales for every target group and every offer. None with the full weight.
Decision: Two paths. The entire budget behind them.
Effect: 35% more revenue, same team.
What owners say afterwards.
“Media budget reduced. New business up significantly. Structure beats volume.”Managing Director · Services · translated
“Not more measures, but the right levers. Since the strategy took hold, the result is not just more reach but a markedly higher profitability.”Entrepreneur · E-Commerce · translated
Let’s find where your account loses money.
The Account Reading: ninety minutes, live in your account, then the Decision Letter.
Twenty minutes. We settle whether the Account Reading fits, and what it costs.