Why Ad Account Audits Are Important: How A Free Account Audit Resulted In 5x More Appointment Bookings.

When exploring potential partnerships, one of the first things we like to do is get eyes inside current analytics, tag manager, & ad accounts (assuming they have them). Time after time, this has proven to be the easiest way to really understand where a client is coming from. Solutions to the questions we get asked the most…

• “I’m just not getting anyone to [blank].”
• “I’ve spent $[blank] on ads and all I see are clicks and impressions.”
• “I’m told tracking [blank] isn’t possible because of [blank].”

…are always easiest to find when you simply look under the hood. Sometimes they’re even sitting in plain sight. This was especially true for this client.

Even In Cyberspace, You Are What You Eat

In late 2025, we were contacted by a company who wasn’t entirely happy with the results or transparency they were currently receiving. They informed us that, though the results appeared to be good, they weren’t able to pinpoint exactly who was converting and what their ROI was.

After a discovery call to better understand their pain points, we offered to audit their current Google ad account to get a better picture of what was going on and what solutions we could implement.

When auditing accounts, one of the first things we like to review is conversion tracking. The reason is this: your campaigns (regardless of the platform) are only going to be as good as the conversion data you give it. 

And from the jump we noticed a glaring error.

For context, the system leveraged by this client tracked customers throughout the booking/checkout process. It offered 5 to 6 different GA4 events throughout customers’ sessions beyond the “Book Now” button (think “date selected,” “provider picked,” “service added”, etc.). It was only after the user had confirmed their contact info, selected a provider, paid any deposits, and finalized their date that the session would trigger “Appointment Booked.” 

What we noticed, however, was that the ad account was registering each step in the checkout process as a primary conversion action. This meant that any time a user took even the first step in the checkout process, Google was getting the confirmation that it had succeeded in its ultimate goal and, consequently, teaching itself to find more users like that one.

That doesn’t sound too terrible on paper, I mean landing on the checkout is definitely a good sign, but in the real world people “abandon carts” all of the time. In fact, for 2025, this client’s Cart Conversion Rate (those who actually completed the appointment booking process) was around 10%. 

To ensure Google only got the green light whenever a user actually completed the booking, the ad account should have only been leveraging the final “Appointments Booked” event as their primary conversion action (setting the others as secondary conversions or removing them altogether).

The Impact of Clarity

After getting permission from the client, that is exactly what we did (before even entering an actual partnership). Here is a screenshot from Google ads taken in March 2026 that showcases the sharp increase in “Apt Booked” achieved in December 2025 after optimizing the ad account bidding.

When broken down, this single update took a campaign that produced 11-12 appointments a month to around 70 per month (see below).

And if you’re wondering what we did to help this client increase their visibility into the users who did book, that case study will be out soon! 

Key Takeaway

Don’t underestimate the power of a second opinion when you’re feeling uneasy about the results your marketing is bringing in. 

If you’d like to talk with us about what your business is currently doing, reach out! We offer free account audits and consultations (we call them Growth Assessments).