Demand data
Ecommerce search demand trends
Weekly Google Trends data across the key ecommerce sectors. Compare search demand by sector, category and region, and check retail seasonality before you set budgets.
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A pay-per-click (PPC) audit of your Google Ads account, run here with read-only access over your last 90 days. Verify your work email at the end and the report opens right here on the page.
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Before you connect, here is exactly what happens:
- We read campaign performance, product-level performance, conversion setup and account users. Read-only access. We never change anything in your account.
- Access expires after about an hour and the token is discarded the moment your report is generated.
- We keep the report summary and your contact details, never raw account data.
- You can revoke access at any time in your Google account settings.
Trusted by retail and ecommerce paid‑media teams
What this pay-per-click audit checks
Budget headroom and ROAS target calibration
Campaigns losing impression share to budget, and efficiency targets so conservative that Smart Bidding turns profitable demand away.
Product visibility
How much of your catalogue actually serves: disapproved products, eligible products that never receive an impression, and how concentrated your revenue is.
Wasted spend
Products burning clicks without converting, spend with nothing to show for it, and hidden gems returning over 5x on minimal spend.
Search, AI Max and Demand Gen readiness
Ad strength, keyword match mix, negative keyword guardrails and creative coverage, measured against Google's published best practice.
Conversion tracking health
The data Smart Bidding learns from: primary conversion actions, double counting, dead actions and browser-only tracking.
How we handle your data is covered in our Privacy Policy. Access is read-only and expires within the hour.
How the PPC account audit works
Connect Google Ads
Read-only access through Google's own sign-in. It expires within the hour and the token is discarded the moment your report is built.
We read 90 days
Campaign performance, product-level results, impression share lost to budget, ROAS and CPA targets, and your conversion setup. The same signals a manual paid search audit would pull, read in about three minutes.
Verify and view
Confirm your work email and the report opens on this page. Every finding shows its evidence and cites Google's published guidance.
See exactly what you’ll get
This example reads a fictional retailer, but it is built by the same engine as a live report: the same seven checks, the same evidence, the same plain-English findings. Yours will look like this, with your own numbers.
Example report
Fern & Willow Home is a fictional retailer. Your report runs on your own last 90 days.
PPC audit · Google Ads data · read-only
Fern & Willow Home
4 of 7 areas need your attention.
4of 7 areas flagged
Google Ads account 000-000-0000 · 14 May 2026 to 11 Aug 2026 (last 90 days) · Read-only audit generated 12 Aug 2026; the access token was discarded the moment this report was built.
- Google Ads spend
- £48,200
- Conversion value
- £212,000
- ROAS achieved
- 4.40x
Start here
The 3 changes worth making first
- Budget headroomRaise or consolidate budgets on the 3 campaigns losing impression share to budget caps.£9,400 of 30-day spend at stake
- ROAS target calibrationEase the ROAS targets on the 2 campaigns delivering well above them.£5,600 of 30-day spend at stake
- Wasted spendCut or fix the 84 products burning clicks without converting.£2,140 of 30-day spend at stake
Check 01
Budget headroom
Three campaigns are capped by their daily budget while beating the account's efficiency target.
£9,400 of last month's spend sat in campaigns Google marks Limited by budget, losing an estimated 31% of eligible impressions to the cap. All three deliver above their ROAS target, so the cap is turning profitable demand away.
What to do
Raise or consolidate the budgets on the three capped campaigns, starting with Performance Max — Bestsellers. Watch impression share lost to budget for two weeks after each change.
Affected:
- Performance Max — Bestsellers
- Search — Garden Furniture
- Shopping — Homeware Core
- Active campaigns
- 11
- Limited by budget
- 3
- Spend in limited campaigns (30d)
- £9,400
How we assessed this
This check identifies campaigns capped by their daily budget, using Google's Limited by budget status and the share of eligible impressions lost to budget over the last 30 days.
- Impressions lost to budget
- 31%
Based on Google’s published guidanceGoogle Ads Help: Changes to target-based bid strategies
Check 02
ROAS target calibration
Two campaigns deliver well above their ROAS target — the targets are throttling volume, not protecting margin.
Performance Max — Bestsellers is targeted at 5.5 but delivered 7.2 over the window; Search — Brand is targeted at 8.0 and delivered 9.1. When delivery consistently beats the target, Smart Bidding bids more cautiously than it needs to.
What to do
Lower the two targets in steps of no more than 10-15% every two weeks, and hold spend steady while each change beds in.
Performance Max — Bestsellers7.2x vs 5.5x target
Search — Brand9.1x vs 8.0x target
- Campaigns with a ROAS target
- 6
- Delivering above target
- 2
- Spend in those campaigns (30d)
- £5,600
How we assessed this
This check compares each campaign's ROAS target with what it actually delivered over the window, flagging targets that sit far below delivery — the signature of a target set defensively rather than from the numbers.
Based on Google’s published guidanceGoogle Ads Help: Target-based bid strategy changes FAQ
Check 03
Product visibility
A quarter of the eligible catalogue never served, and revenue leans heavily on a small set of products.
Of 1,840 products in the feed, 1,540 are eligible to serve but only 1,120 received an impression — 420 approved products never entered the auction. The top 20% of products generate 86% of revenue.
What to do
Group the never-served products into their own asset group or campaign with a modest budget so they get a fair trial, and fix the 300 feed disapprovals.
In feed1,840
Eligible1,540 · 84%
Served1,120 · 61%
Converted310 · 17%
Products, best firstRevenue
- Products in feed
- 1,840
- Eligible to serve
- 1,540
- Received impressions
- 1,120
How we assessed this
This check reads catalogue coverage from Merchant Center and per-product performance over the window, then measures how concentrated revenue is across the products that did serve.
- Share of revenue from top 20%
- 86%
Based on Google’s published guidanceGoogle Ads Help: About Performance Max campaigns
Check 04
Wasted spend
£2,140 went to products that clicked but never converted — while nine quiet products returned over 5x on tiny spend.
Over the last 30 days, 84 products took £2,140 of clicks without a single conversion. On the other side, nine products returned more than 5x ROAS on under £40 of spend each — cheap growth being starved of budget.
What to do
Exclude or fix the persistent non-converters (price, imagery, landing page), and move their budget behind the nine hidden gems.
9 products returned over 5x ROAS on under £40 of spend each.
- Spend with no conversions (30d)
- £2,140
- Products responsible
- 84
- Hidden gems (>5x on <£40)
- 9
How we assessed this
This check splits product-level spend into converting and non-converting over the window, then looks for the opposite pattern: products with strong returns on minimal spend.
Search & AI Max readinessAd Strength is healthy and negative keyword guardrails are in place across Search.Healthy
Ad Strength is healthy and negative keyword guardrails are in place across Search.
Most enabled responsive search ads rate Good or Excellent, every Search campaign shares a negative keyword list, and brand traffic is protected. The account is in good shape to trial AI Max with guardrails already set.
Excellent6Good13Average3Poor1
- RSAs rated Good or Excellent
- 19 of 23
- Shared negative lists
- 2
- Broad match spend share
- 34%
How we assessed this
This check reads Ad Strength across enabled responsive search ads, keyword match-type mix, and the guardrails — negative keyword lists and brand exclusions — Google recommends before widening reach with AI Max.
Based on Google’s published guidanceGoogle Ads Help: About Ad Strength
Performance Max structureAsset groups are themed sensibly and brand exclusions keep PMax honest.Healthy
Asset groups are themed sensibly and brand exclusions keep PMax honest.
Both Performance Max campaigns carry brand exclusion lists, so cheap brand clicks are not flattering the numbers. Asset groups follow the catalogue's category structure.
- PMax campaigns
- 2
- With brand exclusions
- 2
- Asset groups
- 9
How we assessed this
This check reads Performance Max campaign structure — asset group counts, brand exclusions and negative keywords — against Google's published guidance.
Conversion tracking healthSmart Bidding is learning from one clean primary purchase action.Healthy
Smart Bidding is learning from one clean primary purchase action.
A single primary purchase action counts every conversion with data-driven attribution, and no dead or duplicate actions were found. The data feeding the auction can be trusted.
- Primary actions
- 1
- Attribution
- Data-driven
- Double counting found
- None
How we assessed this
This check reads the conversion actions Smart Bidding learns from: primary versus secondary, counting type, attribution model and 30-day volume, looking for double counting and dead actions.
Based on Google’s published guidanceGoogle Ads Help: About conversion tracking
A paid search audit in plain English
Most PPC audit services take days and return a slide deck. This free Google Ads audit reads your account the way an experienced practitioner would: where budgets cap delivery, where conservative targets throttle Smart Bidding, which products carry your revenue, where spend is wasted, and whether the conversion data feeding the auction can be trusted. The same discipline applies across paid media: Search, Shopping, Performance Max and Demand Gen are all read against Google’s own published guidance, and every finding is explained in full sentences, not scores.
Free PPC audit FAQs
What is a PPC audit?
A PPC audit is a structured review of a pay-per-click account. It examines where spend goes, what it returns and which settings hold performance back: ROAS and CPA targets, budget caps, account structure and conversion tracking. The output is a set of findings ranked by how much they matter.
What does this PPC audit include?
Seven checks, run against your last 90 days of Google Ads data: budget headroom, target calibration, product visibility, wasted spend, Search and AI Max readiness, Demand Gen setup and conversion tracking health. Each finding shows the evidence behind it and cites Google's published guidance.
How is the audit done?
Connect Google Ads with read-only access. The audit reads campaign performance, product-level results and your conversion setup, then builds the report on this page in about three minutes. Verify your work email to view it. Nothing in your account is changed.
Can I run a PPC audit without connecting my Google Ads account?
Yes. Our free 56-task PPC audit checklist walks through the same review by hand: account structure, conversion tracking, budgets, targets, product visibility and creative. It takes a few hours rather than a few minutes and you gather the evidence yourself, but it needs no account access at all.
How much does a PPC audit cost?
This one is free. A manual PPC audit from an agency typically costs several hundred pounds and takes days to deliver. Automating the reading makes the findings instant. Fixing them is where Upp.ai comes in.
What is the difference between a free and a paid PPC audit?
Depth. A free automated audit reads the strongest signals in your account and flags what needs attention. A paid PPC audit service goes further into search terms, negative keywords, ad relevance, Quality Score and account restructuring. Run the free audit first. It tells you whether the deeper work is worth commissioning.
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