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.
Explore demand data- Free
- Results in minutes
- No sales call
Get your free PPC audit.
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.
- Connect
- Audit
- Report
Start my PPC audit
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
7 of 14 areas need your attention.
7of 14 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
Device performancePerformance holds up across devices.Healthy
Performance holds up across devices.
Desktop 51% of spend at 4.80x; Mobile 40% of spend at 4.10x; Tablet 9% of spend at 3.90x. No device is carrying meaningful budget at a return far below the rest.
Desktop£24,600
Mobile£19,200
Tablet£4,400
Desktop is the account's strongest device at 4.80x.
- Desktop
- £24,600 · 4.80x
- Mobile
- £19,200 · 4.10x
- Tablet
- £4,400 · 3.90x
How we assessed this
This check splits account performance by the device the click happened on. A device carrying meaningful budget at a return far below the best device is flagged — Smart Bidding adjusts around weak devices, but it cannot fix the experience that makes them weak.
Check 04
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. Only 750 eligible products (49%) received meaningful impressions (100+), and 460 earned 10 or more clicks; the rest of the range is eligible on paper but invisible in practice. 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%
Working (100+ impressions, 10+ clicks)460Seen, rarely clicked (100+ impressions)290Token visibility (<100 impressions)370Never served420
Products, best firstRevenue
- Products in feed
- 1,840
- Eligible to serve
- 1,540
- Eligible range without meaningful impressions (<100)
- 51%
How we assessed this
This check reads catalogue coverage from Merchant Center and per-product performance over the window, then measures how much visibility each product actually got (100 impressions and 10 clicks as the floors) and how concentrated revenue is across the products that did serve.
- Received impressions
- 1,120
- Products with 10+ clicks
- 460
- Median impressions per serving product
- 68
- Median clicks per serving product
- 1
- Share of revenue from top 20%
- 86%
Based on Google’s published guidanceGoogle Ads Help: About Performance Max campaigns
Check 05
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.
Check 06
Product investment
£640 funds products returning under 1x while nine proven winners sit underfunded.
Twelve products each took meaningful spend and converted below break-even — £640 in total. On the other side, nine hidden gems return over 5x ROAS on minimal spend; they barely enter the auction, so their upside stays untested. Six top performers already return over 10x at meaningful spend.
What to do
Cap or exclude the products converting below break-even, then move that budget behind the hidden gems and top performers in controlled steps.
- Rattan Pendant Shade — Natural0.4x · spent £96.00 · returned £41.00
- Velvet Cushion Cover — Ochre0.7x · spent £71.00 · returned £48.00
- Ceramic Table Lamp — Speckle0.6x · spent £64.00 · returned £37.00
- Jute Runner 180cm0.9x · spent £58.00 · returned £52.00
- Oak Floating Shelf 60cm21x · spent £4.20 · returned £86.00
- Linen Napkin Set of 4 — Sage12x · spent £3.80 · returned £44.00
- Stoneware Vase — Small11x · spent £2.90 · returned £31.00
- Boucle Accent Chair — Cream13x · spent £410.00 · returned £5,330
- Walnut Coffee Table12x · spent £290.00 · returned £3,480
- Herringbone Throw — Charcoal13x · spent £120.00 · returned £1,560
- Over-invested (under 1x ROAS)
- 12 · £640
- Hidden gems (over 5x, minimal spend)
- 9
- Top performers (over 10x ROAS)
- 6
How we assessed this
This check ranks every serving product by how it turns spend into revenue over the window, then names the products on each side: over-invested (meaningful spend, under 1x ROAS), hidden gems (over 5x on minimal spend) and top performers (over 10x at meaningful spend).
Check 07
Shelf appeal
14 products get seen over 1,000 times but win almost no clicks.
14 of the 480 products with enough impressions to judge cleared 1,000 impressions with a click-through rate under 0.5% — shoppers see them and scroll past. Across the range a click is worth £4.92 on average, and 11% of all clicks landed on products that returned nothing.
What to do
Treat the skipped products as feed problems, not bidding problems: review their titles, images and prices against the products that do win clicks, then re-test.
- Woven Storage Basket — Large12,400 impressions · 31 clicks (0.3% CTR)
- Glass Carafe Set9,800 impressions · 22 clicks (0.2% CTR)
- Ribbed Plant Pot — Terracotta8,900 impressions · 35 clicks (0.4% CTR)
- Cotton Waffle Towel — Grey7,300 impressions · 26 clicks (0.4% CTR)
- Boucle Accent Chair — Cream£12.80 per click · 416 clicks
- Walnut Coffee Table£10.40 per click · 335 clicks
- Oak Dining Bench£8.90 per click · 410 clicks
- Seen but skipped (1,000+ impressions, <0.5% CTR)
- 14
- Average revenue per click
- £4.92
- Clicks on products that returned nothing
- 4,700 (11%)
How we assessed this
This check flags products with 1,000+ impressions and a click-through rate under 0.5% — visibility without engagement usually points at the shelf (title, image, price), not the auction. Revenue per click is conversion value divided by clicks over the window.
Check 08
Fading winners
8 products that earned £9,600 over the year are barely visible this window.
Each of these products returned at least 3x ROAS with £100+ of revenue over the trailing year, but their impressions this window have fallen below a quarter of their yearly rate. Stock, price changes or target shifts can all cause this — the point is that the system has quietly stopped funding proven earners.
What to do
Work down the list: check stock and price first, then the product's campaign and target. Restore visibility one change at a time so you can see what brought each product back.
- Linen Bedding Set — Whiteearned £2,840 over the year · 40 impressions this window
- Rattan Garden Chairearned £2,120 over the year · 0 impressions this window
- Marble Serving Boardearned £1,680 over the year · 55 impressions this window
- Velvet Ottoman — Forestearned £1,240 over the year · 12 impressions this window
- Proven products losing visibility
- 8
- Year revenue in those products
- £9,600
How we assessed this
This check compares each product's trailing-year performance with the current window, pro-rated by window length. A proven product (3x+ ROAS, £100+ revenue, meaningful visibility over the year) counts as fading when its current impressions run below 25% of its yearly rate. Seasonal products will appear here by design — the list shows where to look, not an automatic fault.
Range mixFurniture leads your paid range mix at 46% of product spend.Healthy
Furniture leads your paid range mix at 46% of product spend.
Furniture takes 46% of product spend at 4.90x ROAS across 7 ranges with ad traffic. Every eligible range earns meaningful visibility.
- Furniture4.9x · spent £13,900 · returned £68,100
- Lighting4.4x · spent £6,200 · returned £27,300
- Textiles3.9x · spent £5,400 · returned £21,100
- Décor4.7x · spent £3,800 · returned £17,900
- Kitchen & Dining4.2x · spent £2,900 · returned £12,200
- Garden4.3x · spent £1,600 · returned £6,900
- Ranges with ad traffic
- 7
- Top range share of product spend
- 46%
- Ranges eligible but invisible
- 0
How we assessed this
This check rolls product performance up to the feed's first-level product type — the level a range is actually planned at — and compares where spend goes with what each range returns. A range with 10+ eligible products and no product reaching 100 impressions counts as invisible.
Price bandsYour strongest price band is £50–£100, returning 5.20x.Healthy
Your strongest price band is £50–£100, returning 5.20x.
The £50–£100 band returns 5.20x on 34% of priced product spend. Feed prices covered 1,050 of 1,120 serving products (94%).
- Under £25 (410 products)3.7x · spent £4,100 · returned £15,200
- £25–£50 (260 products)4.2x · spent £6,200 · returned £26,000
- £50–£100 (220 products)5.2x · spent £9,600 · returned £49,900
- £100–£250 (120 products)4.0x · spent £6,100 · returned £24,200
- £250+ (40 products)3.4x · spent £2,400 · returned £8,200
- Serving products with a feed price
- 1,050 (94%)
- Best-earning band
- £50–£100 · 5.20x
- Product spend analysed
- £28,400
How we assessed this
This check takes each product's feed price, groups the serving range into price bands (account currency), and compares how spend and revenue fall across them over the window. Products without a feed price are excluded and counted in the coverage figure.
Campaign overlapA few products are served from more than one campaign — worth confirming the splits are deliberate.Healthy
A few products are served from more than one campaign — worth confirming the splits are deliberate.
41 of 1,120 products (4%) were served from two or more campaigns in the window. That isn't automatically wrong — deliberate splits exist — but each extra campaign adds a budget and a target competing to serve the same product, and performance gets harder to read.
- Boucle Accent Chair — Cream2 campaigns: Performance Max — Bestsellers, Shopping — Homeware Core
- Walnut Coffee Table2 campaigns: Performance Max — Bestsellers, Shopping — Homeware Core
- Herringbone Throw — Charcoal2 campaigns: Shopping — Homeware Core, Search — Garden Furniture
- Products served by 2+ campaigns
- 41 (4%)
- Spend in those products
- £1,900 (7%)
How we assessed this
This check looks at which campaigns actually served each product over the window. Products served from several campaigns at once are flagged so you can confirm the split is deliberate (priorities, feed splits) rather than structure drift.
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.
More free tools
Put numbers behind your next decision
Method
How to run a Google Ads PPC audit
Five stages for a Google Ads audit: what to pull, how to read a finding, and how to decide which findings are worth acting on this quarter.
Read the methodWorking template
The complete PPC audit checklist
A working PPC audit template: 56 checks that find where a paid search account leaks money and where it is being held back, with your progress saved as you go.
Start the checklistReady to see yours?
Read-only access, results in about three minutes, and the report opens right here on the page. No call required.