A real audit, anonymized

This is what a Google Ads audit looks like

A real intake audit of an entertainment center in Prague from Oct 5, 2026, without names or account numbers. You get the same document: what is in the account, what does not work, what it costs and in what order to fix it.

I want an audit of my accountWhat the audit covers and what it costs
01Summary

Summary

  1. Over 90 days 26,831 CZK went into ads, with 0 tracked bookings. The campaigns were learning blind.
  2. Tracking was broken in 4 places. One tracking code pointed at an account that does not exist.
  3. The same query with the venue name ran in two campaigns: at 9.26 CZK and at 0.12 CZK a click.
  4. Corporate events, the client's main goal, had no ad campaign at all. Christmas parties, meanwhile, are searched most in October.
  5. Within 14 days: get tracking working, merge the venue-name campaigns, pause remarketing that has no results and launch a corporate events campaign.
02Performance over 90 days

Performance over 90 days

CampaignSpendClicksConversionsCPC
Dynamic ads for the whole site13,366.43 CZK1,59308.39 CZK
Venue name7,057.85 CZK76709.20 CZK
Remarketing5,476.74 CZK94705.78 CZK
Generic search930.30 CZK2,92000.32 CZK
Total26,831.32 CZK6,22704.31 CZK
03What I found

What I found

Critical

Bookings were not tracked at all

  • 26,831 CZK over 90 days, 0 conversions.
  • The booking import from Google Analytics was hidden in the account and nothing replaced it.
  • The booking system sent data to a different Google Analytics property than the website. The source of the visit got lost on the way.

Impact: automated bidding was aiming at conversions it never saw.

Critical

Tracking codes ran three times side by side

  • A website plugin, a manual code behind the cookie banner and a tag manager without a single tag.
  • The plugin sent data to a Google Ads account that does not exist.

Impact: a risk of double-counted visits and no tracking of phone and email clicks.

High

Two campaigns paid for the same query

  • The venue-name query: 9.26 CZK a click in one campaign, 0.12 CZK in the other.
  • The venue-name campaign cost 7,057.85 CZK over 90 days.

Impact: the same visitor was paid for at 77 times the price.

High

Remarketing spent without a single conversion

  • 5,476.74 CZK, 0 conversions, automated bidding with no signal.

Impact: money with no measurable result.

High

The client's main goal had no campaign

  • Corporate events: 0 CZK over 90 days.
  • The page for companies had no form, only an email and a phone number.

Impact: company inquiries could be neither won nor measured.

Medium

The main query in the city was barely covered by ads

  • 46 impressions over 90 days, while people search for it 4,700 times a month.
  • Dynamic ads for the whole site mixed the venue name with other services: 3,255 CZK went to queries containing the name.
  • 1,959 CZK went to people outside Prague and the Central Bohemian Region.
Medium

Rejected ad extensions

  • The phone number in ads failed verification. That is why “the phone did not work in ads”.
  • The link to the page for companies was rejected in 3 campaigns, even though the page worked.
Medium

An account shared with another business

  • The account was shared with an equipment store. Its campaign paid 943 CZK on Maps for local queries meant for the entertainment center.
04Fix plan

Fix plan

Within 14 days

  1. Get booking and inquiry tracking working. Send the website and the bookings to one Google Analytics property.
  2. A form on the page for companies and tracking of phone and email clicks.
  3. Verify the phone number and appeal the rejected link.
  4. Put the venue name into one campaign.
  5. Pause remarketing until tracking works.
  6. A campaign for corporate events and Christmas parties.
  7. Remove the surplus tracking codes from the site.

Medium term

  1. A structure built around intent: venue name, main service in the city, corporate events, additional services, a morning offer.
  2. Smart bidding only once there are 30 or more conversions.
  3. Conversion value based on operating numbers: a corporate event against a regular booking.
  4. Separate the entertainment center from the online store.
  5. Budget by season: full from September to April, scaled down from May to August.
  6. Replace 112 old text ads.
05What I need from the client

What I need from the client

  • Access to the booking system and to Google Analytics.
  • The verification code for the phone number.
  • The number of corporate events last autumn and their average spend.
  • The budget and the scope of management.
06What happened next

What happened next

  • Oct 8 to 13: booking tracking and a single venue-name campaign. New campaigns for corporate events and for the venue itself. Remarketing paused.
  • Oct 12 to 15: 28 tracked bookings for 1,979 CZK of ad spend, which is 70.69 CZK a booking.

Bookings were not tracked before the fix. 28 bookings therefore cannot be compared with an earlier period. Conversions are still being settled.

The full study on the Results page →
07Contact

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