Free assessment · Google Ads · Meta Ads · LinkedIn Ads
Find the wasted spend, campaign structure problems, performance constraints and measurement gaps in your Google, Meta and LinkedIn Ads accounts, and see what deserves attention first, before you change anything.
What it checks
Short answer
It reviews your connected ad accounts for four things: spend going to searches, audiences or placements unlikely to produce qualified leads; campaign structure that splits or overlaps budget; constraints such as budget limits, learning phases or creative fatigue; and gaps in what your conversion tracking actually counts. It takes 10–15 minutes and needs no CRM.
Such as:
Such as:
Such as:
Such as:
These show the kind of issue each area covers; they are not a fixed checklist.
Output
A useful finding is more than “CPA is high”. It shows the evidence, why it matters for qualified pipeline, and what to do with it now, because not every problem should be fixed today. You get them as a guided walkthrough you can question, not a report to read once.
| Part | What it tells you |
|---|---|
| Area | Wasted spend, campaign structure, performance constraint or measurement gap. |
| Finding | One plain-language sentence describing the issue. |
| Evidence | The account data behind it: date range, metric and the campaigns affected. |
| Why it matters | The link from the issue to lead quality or cost per qualified lead, not only to cost per lead. |
| Decision | Act (change it, with approval), Review (a person should look before anything changes), Investigate (confirm with sales or more data first) or Wait (editing now would do harm). |
| Confirm next | The signal that would prove or disprove the finding, such as sales status for the leads involved. |
Process
Sign in through Google, Meta or LinkedIn’s own authorisation screen and choose the accounts to assess. Zephra never sees your passwords.
During the assessment Zephra reads and analyses your ad-account data: campaigns, search terms, audiences, budgets, creative and conversion settings.
Findings are grouped by area and prioritised, so you know what to act on, what to review with your team and what to leave alone for now.
A guided path takes each area in turn and shows how your account performs on it. From there the assessment is a conversation: ask why a finding matters, dig into the campaigns or search terms behind it, and get an answer from your own account data.
Plan on 10–15 minutes. No CRM, spreadsheet or tracking changes are needed to start.
Access and safety
Short answer
Zephra makes no campaign changes during the assessment. You connect accounts through each platform’s own OAuth sign-in, so Zephra never handles your passwords, and you can revoke access at any time from Google, Meta or LinkedIn. Changes only happen later, if you choose a plan, under the permissions and approvals your team sets.
| Platform | Where to remove Zephra’s access |
|---|---|
| Google Ads | Your Google Account → Security → Third-party apps and services; or remove the connected user under Admin → Access and security in Google Ads. |
| Meta Ads | Business settings → Integrations → Connected apps; or Facebook Settings → Business integrations. |
| LinkedIn Ads | LinkedIn Settings & Privacy → Data privacy → Permitted services; or remove the user from the ad account in Campaign Manager. |
Google’s Ads API uses a single authorisation scope for every app, so no Google Ads connection is limited to viewing at the scope level. What protects you during the assessment is that Zephra makes no changes; what any app can do is also bounded by the access level of the Google Ads user who connects.
The limit of any ad audit
Ad platforms see clicks and form submissions. They do not see what your sales team did next. A B2B campaign can show a falling cost per lead while the share of leads sales will accept falls faster, and nothing inside Google Ads, Meta Ads Manager or LinkedIn Campaign Manager will show it.
So the assessment is honest about what account data can prove. It shows where lead quality is likely leaking (irrelevant search terms that convert, audiences that fill forms cheaply, conversion actions that count the wrong event) and tells you which signal would confirm it.
That signal is usually lead status: accepted, qualified, opportunity, won or lost. It can come from sales feedback, a spreadsheet or a CRM. Once Zephra has it, “likely” becomes a measured cost per qualified lead. Where configured, Zephra also sends those stages back to Google, Meta and LinkedIn, so their bidding learns from qualified outcomes rather than raw form fills.
That is why the assessment starts with ad-account data and no CRM: it is the fastest way to see where the gaps are before anyone commits to connecting sales data.
Fit
Businesses that win customers through paid ads and then a sales conversation, and already run Google, Meta or LinkedIn campaigns.
Distributors, OEMs and component suppliers whose search terms mix buyers with job seekers, students and repair enquiries.
Teams where LinkedIn and Search drive demos, and cheap bookings from non-buyers distort bidding.
Firms where one qualified engagement pays for months of spend, and form volume says little about fit.
Site visits, applications and counselling calls follow the same pattern: many enquiries, few that progress.
| Size | Typical set-up | How to run the assessment |
|---|---|---|
| SMB | A founder or marketer and a small sales team; accounts often managed by an agency. | Whoever has user access connects the accounts. If the agency holds all access, ask for a user first. |
| Mid-market | An in-house performance manager reporting to a head of marketing. | The performance manager runs it and shares the findings; approvals matter later, not for the assessment. |
| Enterprise | Multiple accounts, regions or brands; IT or security review before new tools connect. | Start with a demo so security, access and multi-account questions are covered first. |
Options
| Compare | Zephra free assessment | Agency audit | DIY checklist |
|---|---|---|---|
| Who does the work | Zephra analyses the connected accounts | An agency strategist, by hand | You or your team |
| Time to results | 10–15 minutes | Days to weeks | Hours, depending on experience |
| Platforms | Google, Meta and LinkedIn Ads side by side | Usually the platforms the agency sells | One platform at a time |
| Lead-quality lens | Flags where quality is likely leaking and what signal confirms it | Varies; often judged on cost per lead or ROAS | Rarely covered |
| Decision guidance | Separates act, review, investigate and wait | A recommendations deck | A list of fixes |
| What follows | Act yourself, request a trial or talk to us | A sales proposal | Nothing, unless you act |
Prefer to audit by hand? Our Google Ads audit guide walks through the checks step by step.
Next steps
You keep the findings and decide what to do with them. There are four common routes:
On a plan, Zephra can create campaigns and carry out supported changes. Low-risk changes can run automatically; everything else follows the permissions you grant or waits for approval. See how it works.
Questions, answered
Yes. The assessment itself is free. Afterwards you can act on the findings yourself, request a free trial from the pricing page, or talk to us. There is no automatic move onto a paid plan.
No. Zephra makes no campaign changes during the assessment. Changes only happen later, if you choose a plan, and then only within the permissions and approvals your team sets.
Google Ads, Meta Ads (Facebook and Instagram) and LinkedIn Ads. You can assess one platform or connect several to see them side by side.
It reviews your recent ad-account history. Low-volume accounts need a longer run of data before findings are reliable, so the period is set to suit the account.
No. The assessment starts with ad-account data only. If conversion tracking is missing or counting the wrong events, that becomes a finding in itself.
Not on its own. Ad platforms see form submissions, not what sales did with them. The assessment shows where lead quality is likely leaking, such as irrelevant search terms or double-counted conversions, and which lead-status signal would confirm it. Adding status from sales feedback, a spreadsheet or a CRM turns that into cost per qualified lead.
Yes, as long as someone with user access to the accounts connects them. If your agency holds all the access, ask them to add a user from your company first. It is good practice to have your own access to accounts you pay for.
Usually, yes. Structure and measurement problems show up regardless of spend. Findings about performance trends are less certain with little data, so treat those as prompts to investigate rather than conclusions.
Google’s recommendations work inside the goals and conversion actions already set in your account. The assessment also checks whether those goals count the right thing, whether leads are likely to be qualified, and how Google compares with Meta and LinkedIn.
Raw ad-account data is deleted 90 days after the assessment. The findings stay available while your account exists, so you can return to them. After that, only anonymised aggregates remain, which are used for sector benchmarks and hold nothing that identifies you or your accounts. The privacy policy sets out the full schedule.
Start here
Connect Google, Meta or LinkedIn Ads and get a prioritised view of wasted spend, structure, constraints and measurement gaps.
