A Google Ads Audit Built for Manufacturers & Distributors
Most B2B Google Ads accounts were set up like a consumer account: broad keywords, form fills counted as wins, and no link to the quotes and orders that actually matter. This audit shows you exactly where your budget is going, which clicks are coming from real buyers, and what it would take to turn paid search into a reliable source of RFQs.
Why B2B Accounts Need a Different Audit
A standard audit checks bids and ad copy. A B2B audit also asks whether your ads are reaching engineers and purchasing teams or consumers and job seekers, whether conversions are tied to your CRM, and whether your campaigns reflect how your products are actually specified and sold through reps, dealers, and distributors.
What the Audit Covers
Search Term Quality
A review of the actual searches triggering your ads, flagging consumer, job seeker, DIY, and competitor clicks that waste budget.
Campaign Structure
How your campaigns map to product lines, applications, and territories, and where overlap or gaps are holding back performance.
Conversion & CRM Tracking
Whether RFQs, quote requests, calls, and sample requests are tracked correctly and connected to pipeline and closed orders.
Keyword & Product Coverage
Missed opportunities across part numbers, specs, standards, and application searches your buyers use.
Ads & Landing Pages
Whether ad copy and landing pages speak to technical buyers and make it easy to request a quote or find a distributor.
Prioritized Action Plan
A clear, ranked list of fixes with estimated impact, so your team or ours knows exactly what to do first.
Audited by Someone Who Knows Coatings and Industrial Distribution
I ran digital acquisition marketing for PPG Industries’ paints and coatings business, served as Global Marketing Director for Rexel, an electrical supplies distributor, and managed $10M+ in annual PPC spend as a Paid Search Director. Your audit is done by me, not handed to a junior analyst.
Audit FAQs
Who is this audit for?
DFW manufacturers and distributors with $10M to $250M in revenue that are running Google Ads, or have run them in the past, and want to know whether the spend is producing real pipeline.
What do you need from us?
Read only access to your Google Ads account and, if available, Google Analytics. A short call about your products, buyers, and sales process helps me focus the review.
What do we receive?
A walkthrough of the findings on a call, plus a written summary with a prioritized action plan you can use with or without us.
How is the audit priced?
The audit is a paid engagement. Pricing depends on the size and complexity of your account, and I will confirm it with you on a free consultation before any work begins.
Do we have to hire you after the audit?
No. The audit stands on its own, and the action plan is yours to keep. You can use it to fix issues in house or ask us to handle the work.