7 Best Google Ads Audit Tools in 2026 (Free & Paid)

Manually auditing a Google Ads account is like doing your taxes by hand — technically possible, but slow, error-prone, and not worth the time when better tools exist. Modern audit tools can analyze thousands of keywords, search terms, and campaign settings in seconds rather than hours.

The right tool depends on your budget, account size, and technical comfort. Here are the 7 best options in 2026, from free to premium, including our honest take on the strengths and weaknesses of each.

AdWhiz is an AI-powered audit tool that connects to your Google Ads account and delivers a comprehensive audit report in under 60 seconds. Unlike rule-based tools that check predefined settings, AdWhiz uses machine learning to identify patterns, flag anomalies, and generate prioritized recommendations with projected ROI impact.

• Best for: Small-to-mid-size advertisers who want agency-quality audits at a fraction of the cost
• Pricing: Free mini-audit, $99 for full report
• Strengths: Speed, AI-driven insight prioritization, clear projected savings per recommendation
• Limitations: Newer platform (launched 2026), currently focused on audit reports rather than ongoing management

Optmyzr is an established PPC management platform that includes audit capabilities as part of its broader toolset. It is popular with agencies managing multiple accounts and offers rule-based optimization as well as one-click improvements.

• Best for: Agencies and enterprise advertisers managing multiple accounts
• Pricing: Starting at $208/month
• Strengths: Comprehensive feature set, automation rules, multi-account management
• Limitations: Expensive for single accounts, steep learning curve, rule-based rather than AI-driven

See our detailed AdWhiz vs. Optmyzr comparison for a full breakdown.

WordStream offers a free Google Ads Performance Grader that provides a high-level audit of your account. It scores your account across several categories and compares your performance to industry benchmarks.

• Best for: Quick, free health check for beginners
• Pricing: Free grader, paid management platform starting at $49/month
• Strengths: Free to use, easy to understand, industry benchmarking
• Limitations: Surface-level analysis, no keyword-level detail, primarily a lead generation tool for their paid service

See our full AdWhiz vs. WordStream comparison.

Adalysis focuses heavily on ad testing and performance monitoring. It automatically tracks ad variations, flags statistical winners, and provides alerts when campaigns need attention.

• Best for: Advertisers who prioritize ad copy testing and want automated monitoring
• Pricing: Starting at $99/month
• Strengths: Excellent ad testing features, automated alerts, Quality Score tracking
• Limitations: Narrower scope than full audit tools, less useful for keyword or budget analysis

SEMrush's PPC Toolkit combines competitive analysis with PPC management tools. Its strength lies in showing you what your competitors are bidding on and revealing keyword gaps in your strategy.

• Best for: Competitive research and keyword discovery
• Pricing: Starting at $139.95/month (includes full SEMrush suite)
• Strengths: Competitor ad copy analysis, keyword gap analysis, cross-channel insights
• Limitations: Not a dedicated audit tool — PPC is one part of a larger platform. Expensive if you only need PPC features.

Google Ads Editor is Google's free desktop application for managing Google Ads accounts offline. While not an audit tool per se, it is invaluable for reviewing account structure, making bulk changes, and spotting issues that are hard to see in the web interface.

• Best for: Manual account reviews and bulk edits
• Pricing: Free
• Strengths: Free, direct Google integration, bulk editing, offline access
• Limitations: No automated analysis, no recommendations, requires manual expertise

For most advertisers spending $1,000-$50,000/month, an AI-powered audit tool like AdWhiz offers the best balance of depth, speed, and cost. Start with the free mini-audit to see how your account compares, then upgrade to the full report for detailed, actionable recommendations. Check out our PPC audit checklist to understand what a thorough audit should cover.