What a Google Ads audit should check
Whatever the tool, a serious audit reviews at least:
- Campaigns that spend without converting.
- Search terms to exclude, and keywords to add.
- Consistency of bid strategies and target CPA or ROAS.
- Performance gaps by device, location and audience.
- Budget allocation across campaigns, including Performance Max and Shopping.
Google's optimization score
Built into Google Ads and free, it rates the account from 0 to 100% based on the recommendations available. It is a good starting point, to be read with some distance: applying one recommendation can make others obsolete, and the score measures adoption of Google's recommendations, not the profitability of your campaigns.
Specialized tools
Optmyzr offers account and feed audits, a rule engine and optimizations; its prices depend on ad spend, with a 14-day trial. Adalysis announces more than 100 customizable audit checks, alerts and automated actions, covers Google Ads and Microsoft Ads, and offers a 30-day trial; its prices also depend on spend. Opteo lists $129, $249 and $499 per month depending on the number of accounts and spend, with a free trial.
Adshift audits each account with AI analysis complemented by fixed rules (target CPA and ROAS, campaigns without conversions, negative keywords, devices, locations, demographics). The audit returns a health score from 0 to 100, risks ranked by severity and actions that can be applied from the tool. An audit costs 5 credits. The Autopilot applies these rules continuously, in suggestion mode by default.
How to choose
If you manage large budgets on Google and Microsoft Ads only, a specialized tool such as Adalysis or Optmyzr offers the most depth. If you manage several ad networks and SMB budgets, and also want to track SEO and visibility in AI engines, Adshift covers more ground for a fixed price. Either way, keep an eye on Google's optimization score: it shows what Google expects from your account.
Google Ads audit tools compared
| Tool | Listed price | Trial | Ad networks | Strength |
|---|---|---|---|---|
| Google optimization score | Free | Included | Google Ads | Native recommendations |
| Adshift | Free, then €9 to €49/month | Free plan | Google, Meta, LinkedIn, TikTok, Pinterest, X | Google Ads fixes applied, SEO and GEO included |
| Optmyzr | Based on ad spend | 14 days | Google Ads, among others | Rule engine and feed audits |
| Adalysis | Based on ad spend | 30 days | Google Ads, Microsoft Ads | Over 100 customizable audit checks |
| Opteo | $129, $249 or $499/month | Free trial | Google Ads | Simple improvements and alerts to apply |
Frequently asked questions
- Should you apply all Google Ads recommendations?
- No. Some recommendations increase reach or budget without improving profitability. Assess each one against your goal (cost per acquisition, ROAS) before applying it.
- Which Google Ads audit tool is French?
- Adshift is published by Artivio, a company based in Paris, and its interface is available in French, English, German and Portuguese. Optmyzr, Adalysis and Opteo are English-language tools.
- Does Adshift audit Performance Max and Shopping?
- Yes: the Google Ads audit covers Performance Max and Shopping campaigns, and the Merchant Center catalogue can be audited too.
Further reading
Sources checked on 9 October 2026: Google Ads Help on the optimization score, Optmyzr pricing, Adalysis pricing, Opteo pricing. Pricing and features of the tools mentioned may have changed since.