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How to Get an Audit

In order to request an audit, please:

1. Fill out the request form and share your expectations & some context to the account **Request Form Link - https://tally.so/r/w5je2P**
2. Add Access to Google Ads, Google Analytics 4 and other platforms to [email protected] or [email protected]
3. Pay for the audit so we can start working on your account as soon as possible **Payment Link -https://shop.ecommvert.com/buy/3762cbe9-bd70-48cf-b996-b9fc397411c7** </aside>

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Audit Output

We will use all the information from this form to give you comprehensive recommendations and a plan to improve your current advertising efforts. The more information you share with us, the better audit we can create.

You will receive:

• Loom Recording covering all the recommendations alongside the presentation, resources & checklists
• After you’ve reviewed the audit recording, you can book a call slot to go through the recommendations in more detail or request more information
• 3-month optimisation plan that you can send to your internal
• team/agency to keep track of the hypotheses & progress

What to expect from this audit

Some of the topics below are less/more relevant to each client.

The aim of this audit is to give you a few high-impact insights that you can think about or implement in the upcoming 3-6 months.

✅ Expect:

• Our Google Ads Auditing Template
• Insights that have high-impact on your account performance.
• Strategic Discussions
  • most of the time, the big impact changes are made outside of Google Ads.
  • You know your business the best, we help to spark conversations to align your business goals with your google ads setup
  • Conversation about account structure, product portfolio, contribution margins, competitors, stock management, etc. can have a bigger impact than tweaking campaign settings.
• Tactical advice - checklists & concrete advice what to change in the account. You can outsource this to the agency/internal teams for implementation.

❌ Do not expect:

• To cover all of the topics below. We will analyze & pick the most relevant to you.
• Long, overwhelming slides with changes that have low-impact on your performance.
• Almost every account has some room for improvement. We are not here to hate on your agency/inhouse team. If you do a good job, we will tell you.

Table of Contents

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Strategic Audit

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Goal Setting - CMO & CFO Alignment

Most eCommerce companies run Google Ads without aligning their media buying goals with the financial goals of the business. In this section, we focus on:

• Understanding your business goals: Are you aiming for profitability, scaling aggressively, building a brand, or penetrating the market?
• Mapping marketing goals to financial targets: We take into account your fixed and variable costs, margins, and break-even point to define realistic advertising targets.
• CMO–CFO alignment: We help ensure your marketing team is working towards financially sustainable growth, not just chasing ROAS.
• Audit inputs: Based on your form responses (e.g. margins, goals), we tailor our audit strategy — because a profitable scaling setup looks very different from a brand-building one. </aside>

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Break-Even & Margins

Understanding your break-even point is essential for knowing how much you can afford to pay for a customer — and still stay profitable. In this section of the audit, we analyze your financials to determine how your Google Ads are contributing to your bottom line, not just top-line revenue.

We use your input data in our custom Looker Studio tool to calculate:

• Break-even ROAS & Contribution Margins (CM3) at both order and product level

• We factor in:

  → Shipping costs

  → VAT & transaction fees

  → Return rates

  → Repeat customer rates

  → Profit margins & COGS

This helps us answer key questions:

• How profitable are your campaigns after all variable costs?
• What is your actual contribution margin after Google Ads spend?
• Are you scaling revenue at the cost of profitability?

By understanding CM3 (contribution margin after ads), we can align campaign goals to business sustainability — not just revenue growth.

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Would you like to analyze this data yourself?

Check out our looker studio for eCommerce accounts:

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Trends & Possible Expansions

In this section, we look at category-level trends to understand where the market is going:

• Is your product category growing or declining in search interest?
• Which countries or regions show the highest demand?
• Are there seasonal spikes you can plan for?

This gives you a macro view of your niche and helps identify expansion opportunities — whether it’s entering new markets or planning campaigns around demand peaks.

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Pricing Competitiveness - GMC

We pull data from Google Merchant Center to assess how your product pricing compares to competitors:

• Are your products priced below, at, or above the market average?
• This helps explain why certain products may be underperforming in Shopping or PMax campaigns.
• Works only for products that are also sold by other eShops (comparison data required).

This quick check shows whether pricing could be limiting your ad performance — or where you’re winning on value.

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Competitor Analysis

Using Google Ads Auction Insights, we track:

This gives a quick overview of your competitive landscape and how aggressive your market is.

⚠️ Note: Google has recently restricted Looker Studio integrations for Auction Insights, so the level of detail is limited — but we can still extract key trends from the data.

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Tactical Audit

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