Audits
Digital marketing audit services
Four audits, each run by hand by the specialist who would do the work.
A digital marketing audit is a structured read of one part of your marketing against the things that decide whether it works, delivered as findings you can act on rather than observations you cannot. We run four: Google Ads, SEO, conversion rate optimization, and conversion tracking. Each one covers a fixed set of named areas, is written by a senior specialist rather than generated by a scanner, and ends in a ranked document you keep whether or not we work together afterwards.
9x
ROAS increase in three months
2.5x average lift
60%
lower cost per conversion in one month
35% average improvement
400%
conversion rate increase after a CRO audit
45% average increase
300%
more organic impressions in six months
20% average improvement
- 50+ verticals
- 15+ advertising channels
- $10M+ monthly ad spend under management
- $1.5M largest single account
The document
What does an audit actually hand you?
A ranked set of findings with the evidence attached to each one, and the numbers that moved once the fixes went in.
Findings, ranked
The primary conversion counts page viewsCritical
It fires on a thank-you page that is also reachable from the footer, so the bid strategy has spent the quarter optimising toward navigation.
Two tags reporting the same purchaseHigh
The Ads tag and the analytics tag both fire on order confirmation, so every sale since the migration has been counted twice.
Broad match running without a negative listMedium
A fifth of the spend in the period reached queries about free tools, salaries and job vacancies.
Ninety days after the fixes
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per conversion | $84.20 | $61.90 | -26% |
| Conversion rate | 2.1% | 3.4% | +62% |
| Spend on unwanted queries | 21% | 4% | -17pt |
| Return on ad spend | 3.2x | 4.8x | +50% |
| Recorded conversions | 412 | 268 | -35% |
Recorded conversions fall because the action that was counting page views stops counting them. The last line of a report is usually the one that explains the other four.
The audit
What is an Admaster audit?
A fixed-scope read of one discipline, run by hand, delivered as findings ranked by impact and effort with the evidence attached to each.
4audits
Or start freeAn audit is not a proposal with a chart on it. It is a fixed-scope read of one discipline, with a stated list of areas, run in dependency order so that each pass only asks questions the previous pass has made answerable.
This is the same audit we run on an account before we agree to take it on. We use it to decide whether we can help, which is a stronger reason to make it accurate than any promise about it would be.
Every audit is priced against scope and quoted before anything starts, which is why there are no numbers on this page. What drives the figure is account size, measured in campaigns and conversion actions rather than in spend, and whether the measurement layer has to be untangled before anything else can be read.
How we quote against scope, and why no figure appears on any of these pages, is on the pricing and engagement page.
Four audits
Which audit do you need?
Google Ads, SEO, conversion rate and conversion tracking. Each has its own list of named areas, and each page states exactly what those are.
Google Ads audit
A Google Ads audit is a full read of an account against the things that decide whether it makes money: what it counts as a conversion, where the money actually goes, whether the structure allows good bidding, and how much of the spend reached queries you would never have chosen. Ours covers eighteen areas and is written by a senior specialist rather than generated by a scanner, so the output is a ranked set of findings with the evidence attached rather than a list of everything a rule set could flag.
18 areas, listed in full
SEO audit services
An SEO audit is a full read of a site against the things that decide whether it can be found and whether it deserves to be: whether search engines can crawl and index it, whether the architecture concentrates authority or scatters it, whether the content answers the queries the business actually needs, and whether the measurement behind all of it is trustworthy. Ours covers sixteen areas and is written by hand, which matters more here than in any other discipline because the tool-generated SEO report is the most familiar document in this market and the least useful.
16 areas, listed in full
Conversion rate optimization audit
A conversion rate optimization audit is a read of the whole path from the click to the completed action, looking for the places people are being lost and the reasons they are being lost there. It covers thirteen areas, from whether the page answers the query that brought someone to it through to form friction, funnel drop-off and accessibility, and it ends in a prioritised experiment backlog rather than a list of opinions about your button colours.
13 areas, listed in full
Conversion tracking audit
A conversion tracking audit checks that the numbers your decisions rest on are true. It follows the path a customer actually takes, from the ad click to the landing page to the form submission, and asks what each system recorded at every step. It covers fourteen areas across GA4, Google Ads, the tag manager, the data layer and the handoff into your CRM, Two steps in that chain produce silent signal loss, at consent and on the return trip from the CRM, and neither reports a failure. It ends with the question most measurement setups fail: whether every system agrees on what a conversion is. This is the audit that most often changes what the other three would conclude, which is why we run it first whenever the numbers and the sales have stopped agreeing.
14 areas, listed in full
Method
How does an audit run?
Read-only access first, then verification of the measurement, then the read itself, then a ranked write-up and a call to walk through it.
Access is read-only and agreed before the audit begins. We make no changes to any account during an audit, and access can be revoked as soon as the walkthrough is done.
Measurement is verified before anything is concluded from it. Every other number in an account derives from the conversion data, so an audit that takes it on trust is an audit built on a floor nobody has checked.
Most free and cheap audits in this market are tool-generated scans: a crawler or a script runs a fixed rule set and formats the output. Ours is run by hand by the senior specialist who would do the work, which is why it reads like a person wrote it and why it can tell you which three findings matter out of forty.
Deliverables
What do you receive?
A written document, the evidence behind every finding, an implementation order, a walkthrough call, and the file itself to keep.
- A written findings document covering every area in that audit's scope, ranked by impact and effort
- The evidence behind each finding, so you can verify it rather than take our word for it
- An implementation order, including what to leave alone and why
- A call to walk through it with the person who wrote it
- The document itself, yours to act on with us, with your own team, or with someone else
Not ready for a paid audit?
The free marketing audit is the other way in. A senior specialist reviews the accounts you name and walks you through the biggest issues we found and which are worth fixing first. There is nothing to hand over to request it, and no obligation attached to it.
Plenty of people start there and never buy a paid audit, because what we found was something they could fix themselves. That is a good outcome and we would rather it happened than not.
Fit
Who is this for, and who is it not?
Accounts where a structural mistake is expensive. Not new accounts with no data yet, and not anyone who already knows the answer.
- Accounts spending enough that a structural mistake costs real money
- Anyone who has inherited a channel and needs to know what they are holding
- Businesses whose reported numbers and actual revenue have stopped agreeing
- Teams about to increase budget, who would rather find the leaks before scaling them
When an audit is the wrong purchase
- Brand new accounts with almost no data. There is nothing to read yet, and we will say so rather than sell you a document about it.
- Anyone who already knows what is wrong and needs it built. That is project work and the audit is a step you can skip.
- Businesses looking for a second opinion to use as leverage in a negotiation. We will write what we find, which may not be what is useful to you.
Questions
What do buyers ask about marketing audits?
How the paid and free audits differ, what access is needed, whether findings are implementable elsewhere, and which audit to run first.
What is the difference between the free audit and a paid audit?
The free audit is a review that surfaces the biggest issues we can see in your accounts and tells you which are worth fixing first, delivered by a senior specialist on a call. A paid audit is the full read of one discipline against its complete list of areas, written up with the evidence attached and ranked by impact and effort, delivered as a document you keep. If you are not sure which you need, start with the free one.
What access do you need?
Read-only access to the accounts the audit covers, agreed after the first conversation and before the work starts. Which accounts depends on the discipline: the ad platforms for a Google Ads audit, Search Console and analytics for SEO, analytics for CRO, and analytics, Google Ads and the tag manager for tracking. We make no changes to any account during an audit and access can be revoked as soon as the walkthrough is finished.
Can I act on the findings without hiring you?
Yes, and the document is written for that. Technical findings are written so a developer can implement them directly and nothing is deliberately left vague to make you dependent on us. An audit that only works if you hire the auditor is a sales document wearing a spreadsheet.
Which audit should I run first?
If your reported numbers and your actual sales disagree, run the tracking audit first, because every finding in the other three is derived from conversion data. Otherwise start with the channel carrying the most money. When more than one is on the table we say which order we would run them in and why, before you buy anything.
Do you audit channels other than these four?
Paid social and content sit inside the wider engagement rather than having their own audit page, and we scope them the same way when they are the main channel. If the question is whether a channel is worth auditing at all, that is worth a conversation before it is worth a fee.
Are the audits run by software?
No. We use automated tools to gather data, which is what they are good at, and then a senior specialist reads it. A rule set can tell you that forty things are flagged. It cannot tell you which three of them matter for your business, which is the entire value of an audit.
Start with an audit
Tell us what you are running and which part of it you want read. We scope it, quote against that scope in writing, and you keep the findings whatever you decide afterwards.