Ads audit · Google, Meta, Skroutz · Athens & Thessaloniki
An ads audit is an independent review of a business’s advertising accounts — Google Ads, Meta Ads, Skroutz Ads — by someone who does not run them and is not going to. It checks whether the measurement tells the truth, whether the structure lets the budget perform, where money is wasted and what changes first — and delivers it in writing, in order of priority.
I am John Kiskipelis and I do ads audits for online stores and for any business advertising online, in Greece and for international brands advertising into Greece. I founded an agency that manages €2M+ in advertising budget a year, so I know what an account looks like from the inside — and what a monthly report hides. The audit is a separate consulting engagement: I do not take over the accounts afterwards, and the conclusion may well be “stay with who you have, change these three things”.
When you need an ads audit
Almost nobody asks for an ads audit when everything is going well. It comes when the numbers in the report and the numbers in the bank account have stopped agreeing.
Before you change, find out whether the agency or the account is at fault. Often the problem is measurement or structure — and the next agency will inherit it. The audit gives you the list of questions for whoever you choose.
The campaigns “perform” in the platform’s dashboard and profit does not follow. Somewhere in between — brand searches, customers who would have bought anyway, conversions that are not sales — the truth gets lost.
Your own people run the accounts and nobody checks them. Not because they are wrong — because nobody sees their own account with fresh eyes after a year.
What I check
Not a 100-point checklist. I check what changes the result and tell you in which order to fix it — what today, what next month, what never.
Conversions, order value, Consent Mode, Pixel and Conversions API, GA4. If the measurement is wrong, every other number in the report is wrong — which is why I start here.
How the campaigns are split, whether brand hides inside generic, whether one Performance Max “eats” the whole store, whether there are so many ad sets that none of them learns.
Who sees the ads, who is excluded, how often. Retargeting without buyer exclusions, negative keywords never refreshed, overlaps that push up the cost.
Where the money goes relative to each category’s margin, which bidding strategies run and with what targets, where there is room to scale and where budget is being burned.
How many variations are tested, how long the same material has been running, what cost per result per creative says. On Meta especially, this is usually where the biggest difference hides.
For online stores: Merchant Center, disapprovals, titles and attributes, Skroutz Ads and tools, cost per order per channel — and whether the budget is split correctly between Google, Meta and Skroutz.
How it works
This is how it usually goes — it adapts to what you run and on how many channels. I do not touch anything inside the accounts. I look, record, recommend — and the decision and the execution stay with you.
You give me read access to the Google Ads, Meta and Skroutz accounts, and to GA4 or the store’s backend for the real orders. I do not need passwords — only an invitation.
I go through the accounts with the list from the previous section, compare the platforms’ numbers with the orders, and separate what is wasted, what is missing and what could simply be better.
What I found, what it means in money, what changes first. Written so that whoever runs the accounts — your agency, your team or you — can read and execute it.
One meeting to go through the findings together, answer the questions and leave it clear who does what. From there on, execution is yours — or the agency’s you choose.
Audit or agency?
I do it myself, alone, as a consultant. I deliver the report and leave — which is why I can tell you your agency is doing a good job, if it is.
If the report shows you need other hands, UpCommerce is a performance marketing agency with its own team and its own account manager — a separate engagement, which starts only if it makes sense for you and never as a condition of the audit.
Results
Three partnerships with a name and a number. At NewCult the budget stayed the same — only where it went changed.
Ads and growth tools were funded as one block. When each tool got budget based on its own return, the result was published by Skroutz itself.
Five channels measured separately went into one report. Since then, budget decisions are taken with one set of numbers, not five dashboards.
Advertising started for the physical stores and was built channel by channel, with measurement at every step. The partnership has been running since 2018.
Who I am
I founded UpCommerce in 2020; today it manages €2M+ in advertising budget a year and was the first in Greece to get the Skroutz Partner certification. I know what an account manager sees when they open your account, and what they do not write in the report.
I do the ads audit myself, as a consultant, and the report is yours — you give it to whoever you want. If the right answer is that your account is fine and needs two changes, that is what you will read.
Thirty minutes, no commitment and no charge. You tell me where you spend and what worries you, I tell you whether the audit is worth it in your case — and if not, what to look at yourself.
Book a call →30 minutes · online · no cost
Frequently asked questions
It is an independent review of a business’s advertising accounts — Google Ads, Meta Ads, Skroutz Ads — by someone who does not run them. It examines measurement, structure, audiences, budget and bidding, creative, and for online stores the feed and the marketplaces, and ends in a written report with the findings in order of priority.
Google Ads (Search, Shopping, Performance Max, YouTube), Meta Ads (Facebook and Instagram) and Skroutz Ads, together with GA4 or the store’s backend to compare the platforms’ numbers with the real orders. If you also run TikTok, LinkedIn or Pinterest, they go into the same review.
A written report with what I found, what it means in money and what changes first, second, third — written so that whoever runs the accounts can execute it. And one meeting on the report, to go through the findings together and leave it clear who does what.
The first 30-minute conversation is free of charge. The cost of the audit depends on how many accounts and channels are included and on their size — the proposal comes in writing after the first conversation. The fee is fixed for the audit, agreed in advance, and not tied to your advertising budget.
No. I need read access, granted by invitation from your account — in Google Ads, in Meta’s Business Manager, in Skroutz and in GA4. I change nothing inside the accounts and the access is removed when the audit is complete.
That is your decision. You can give the report to your agency as a task list — that often improves the relationship. Or use it to decide whether to change. The report is yours and is written so that whoever runs the accounts can read it, without needing me.
I do not — the audit is separate consulting work that ends with the report. If you need execution, there is UpCommerce as a performance marketing agency, with its own team and its own account manager — a separate engagement, which starts only if it makes sense for you.
Once when something does not add up — report and bank account, or before changing agency. And then, when something big changes: a new platform, a new channel, a doubling of budget, a new team. An account reviewed from outside once a year rarely has surprises in the annual accounts.
For overall channel and budget strategy: Digital marketing consultant → · For online stores in particular: Ecommerce consulting →
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