An audit let’s you know what you’re investing in
When shopping for used cars, it goes without saying that you need to take a good long look under the hood—or find someone who can reliably do so for you. Although the automobile you covet may by all accounts appear to be the bee’s knees, you need to make sure that: a) it actually runs; and that b) it keeps running in the future, and reliably goes the full distance when you need it to.
Don’t be fooled by the paint job or spit-shine, there’s no point in buying a flashy clunker if it’s going to die on you right when you need it the most. From the odometer to the bodywork, the registration to the ownership history, the tires to the electrics and the gearbox, the brakes, the cylinder head gasket, the upholstery, and so on—there are countless parts to check and details to pay attention to and all of them could raise red flags.
As for driving, so for advertising.
A Google Ads account, and the campaigns within it, are no different in essence. At the other end of an audit, just like the appraisal of a used car, you know—according to the expert’s opinion—what works, what needs attention, and what you are putting your money into.
An audit gives you the tools to make informed strategic decisions
Like shoppers putting money into a vehicle that won’t make it more than a few hundred kilometers, most advertisers and their campaigns suffer from what they don’t know, but should. Auditing your Google Ads account is like certifying that your car is road-worthy and, if it is not, flagging the issues that need attention and providing solutions.
Your future hasn’t been written yet. No one’s has. Your future is whatever you make it. So make it a good one. – Doc Brown, “Back To The Future”