How Much Should a Google Ads Audit Cost in 2026? Google Ads audit pricing is all over the place. You’ll find agencies offering “free audits” and others charging £2,000+. Freelancers on PeoplePerHour will do it for £50. Enterprise consultancies won’t quote without a discovery call. So what should you actually expect to pay? And more […]
How Much Should a Google Ads Audit Cost in 2026?
Google Ads audit pricing is all over the place. You'll find agencies offering "free audits" and others charging £2,000+. Freelancers on PeoplePerHour will do it for £50. Enterprise consultancies won't quote without a discovery call.
So what should you actually expect to pay? And more importantly, what should you expect to get for your money?
This guide breaks down the UK market for Google Ads audits — what different price points typically include, what affects cost, and how to decide what's right for your situation.
The Quick Answer
For a professional Google Ads audit in the UK, expect to pay:
Audit Type Typical Price Best For Free audit £0 Initial assessment, agency shopping Quick review £100–£250 Small accounts, quick health check Standard audit £300–£750 Most businesses (sweet spot) Comprehensive £750–£1,500 Complex accounts, high spend Enterprise audit £1,500+ Large organisations, multiple accounts The Sweet Spot: The £300–£750 range is ideal for most businesses. This gets you a genuinely thorough review from an experienced professional, with actionable recommendations you can actually implement.What About Free Audits?
Free audits are everywhere. Many agencies — including some very good ones — offer them as a lead generation tool. Should you take them up on it? The honest answer: free audits can be valuable, but you need to understand what you're getting.
Typical Inclusions
- High-level account overview
- Obvious issues flagged (Quality Scores, etc.)
- General structure observations
- Enough info for a conversation
Typically Missing
- Deep-dive keyword analysis
- Conversion tracking verification
- Detailed competitor analysis
- Written report with specific actions
Red flag: If a free audit claims to have found catastrophic problems but can't explain them clearly, or pushes hard for an immediate commitment, be cautious.
What Affects Google Ads Audit Pricing?
Account Complexity
An account with 3 campaigns takes less time than one with 50 campaigns, Shopping, Display, and YouTube. Expect to pay more for complex accounts.
Depth of Analysis
A quick health check takes an hour. A thorough audit examines every campaign, digs into search terms, and analyzes competitors. The difference in time is significant.
Auditor Experience
Someone with 15 years of experience will spot issues faster and provide more nuanced recommendations than a junior. You're paying for pattern recognition.
Industry Specialisation
Auditors with specific industry expertise (finance, insurance, healthcare) may charge more for their understanding of compliance and competitive dynamics.
What Should a Paid Audit Include?
If you're paying £300+ for an audit, here's what you should expect:
- Complete account review: Every campaign, ad group, and major setting examined.
- Conversion tracking verification: Confirmation that your data is accurate.
- Search term analysis: Review of what you're actually paying for.
- Written report: Documented findings you can reference and share.
- Prioritised recommendations: What to fix first for maximum impact.
- Consultation call: Opportunity to ask questions and discuss findings.
Is It Worth The Investment?
The ROI calculation is usually straightforward.
If you're spending £5,000/month and an audit finds 15% waste:
£9,000 Saved / YearA £500 audit pays for itself in just three weeks.
And that's just the waste identification. Audits also uncover opportunities—keywords you should be targeting and landing page improvements. The upside potential often exceeds the waste recovery.
When Should You Get an Audit?
- You're taking over an existing account.
- Performance has plateaued or declined.
- You're evaluating your current agency.
- You're about to increase spend significantly.
- It's been more than 12 months since the last review.
Our Audit Pricing
We believe in transparent pricing. Here's exactly what we charge:
Quick Scan £197- 1-page summary
- Top 3 quick wins
- 48-hour turnaround
- Email delivery
- Full written report
- Prioritised action plan
- 30-min video call
- 5-day delivery
- Everything in Standard
- Competitor analysis
- 90-day roadmap
- 60-min strategy call
- Priority support
Not sure which level you need?
Start with a free 15-minute review — we'll look at your account and tell you honestly whether a paid audit would be worthwhile, and which tier makes sense for your situation.
Book Your Free Review