Agency new business
Google Ads audit tools for agencies, compared by job
Most agencies need two tools: one for the pitch, before access, and one for the accounts they already run.
The direct answer
Pick the tool by the job. To audit a prospect before a pitch, without account access, use Ad Prophet's Free Growth Read, with Semrush or SpyFu for competitor ad research. To audit a client account you can open, use Adalysis, Optmyzr, or LocaliQ's free grader. For ongoing checks, Adalysis and Opteo watch accounts and send alerts.
At a glance
| Tool | Best job | Needs account access? | What it does well | Free option |
|---|---|---|---|---|
| Ad Prophet | Prospect audit before a pitch | No for the Free Growth Read. Yes for the connected audit. | Starts from a prospect's domain and reads the business, buyer, market, competitors, and a first campaign opportunity. | Free Growth Read, no card |
| Semrush (Advertising Research) | Competitor ad research | No. It shows how competitors use paid search. | Competitor keywords, real competitor ads, and ad history back to 2012. | 7-day free trial |
| SpyFu | Competitor ad research | No. It shows the keywords competitors buy. | Keywords competitors have bought on Google and the ad tests they have run. | See their site |
| Adalysis | Client account audit and ongoing checks | Yes. It works with Google Ads and Microsoft Ads accounts. | 100+ prebuilt audit checks that run daily, alerts, and automated ad testing. | 30-day free trial |
| Optmyzr | Client account audit and account management | Yes. It works inside the ad accounts you manage. | Audits for account health, with management across Google, Microsoft, Amazon, Meta, LinkedIn, and TikTok ads. | 14-day free trial |
| Opteo | Ongoing checks and recommendations | Yes. You sign in with your Google account. | Continuous monitoring, alerts and Slack messages, and recommendations you can push live. | 14-day free trial |
| LocaliQ Google Ads Grader | Quick client account check | Yes. You sign in with Google and allow access. | Grades an account against 10 key metrics, including Quality Score, impression share, and wasted spend. | Free |
Competitor facts come from each company's own public pages, checked on October 13, 2026. Check their pricing pages for current prices.
When to use each
Job 1: audit a prospect before the pitch
Before a pitch you rarely have account access. So the audit has to come from public evidence: the website, the offer, competitors, and visible ads. Spend, conversion data, and settings stay unknown until the prospect shares the account.
Ad Prophet
The Free Growth Read starts from the prospect's domain and returns a read of the business, buyer, market, competitors, and a first campaign opportunity in about 5 minutes. The agency subscription includes 10 client-ready reads a month for new-business pitches.
Semrush
Its Advertising Research tool shows which keywords a rival bids on, the ads it runs, and ad history back to 2012. Useful for the competitor slide.
SpyFu
It shows the keywords competitors have bought on Google and the ad tests they have run. Useful when the pitch turns on what competitors already tried.
Job 2: audit a client account you can open
Once you have access, the audit can check real settings and performance. Pick a tool by how deep you need to go and how often you will run it.
Adalysis
It audits Google Ads and Microsoft Ads accounts with 100+ prebuilt checks and shows a prioritized list of the most impactful issues.
Optmyzr
Its audits give a high-level view of account health, and the same tool runs day-to-day account management across several ad platforms.
LocaliQ Google Ads Grader
A free, quick grade against 10 key metrics after you sign in with Google. Good for a first look.
Ad Prophet
The connected audit checks the account against the business and its buyers, then ranks the fixes. First insights come in under 2 hours, and the full analysis lands within 48 hours. The analysis does not change anything in the account.
Job 3: keep checking accounts you already run
Ongoing checks catch problems between audits. These tools stay connected and tell you when something moves.
Adalysis
Audit checks run daily, and alerts fire when performance changes or something breaks.
Opteo
It monitors Google Ads accounts continuously, sends alerts and Slack messages, and suggests changes you can push live.
Optmyzr
It fits teams that want audits and hands-on account management in one place.
What each tool does well
Ad Prophet
Reads a prospect from its domain before you have access, then gives you a point of view to bring to the first meeting.
Fits best: Agencies that pitch new business and want a source-backed read of the prospect. Ad Prophet reads and recommends. It does not run campaigns, so pair it with a management tool for daily work.
Source: Ad Prophet: Free Growth Read for agenciesAd Prophet: pricing and agency subscription
Semrush
Competitor paid search research: keywords, real ad copy, and ad history.
Fits best: Teams that also do SEO and want one research suite for both.
Source: Semrush: Advertising ResearchSemrush: home page (free trial)
SpyFu
Competitor keyword buying and ad test history on Google.
Fits best: Teams that want a fast view of what competitors bought and tested.
Source: SpyFu: home page
Adalysis
Daily audit checks, alerts, and automated ad testing for Google Ads and Microsoft Ads.
Fits best: PPC teams that run many accounts and want issues found for them every day.
Source: Adalysis: home page
Optmyzr
Account health audits plus account management across Google, Microsoft, Amazon, Meta, LinkedIn, and TikTok ads.
Fits best: Agencies that want audits and management in the same tool across several platforms.
Source: Optmyzr: home page
Opteo
Continuous Google Ads monitoring with alerts and recommendations you can push live.
Fits best: Google Ads managers who want a steady list of improvements and alerts.
Source: Opteo: home page
LocaliQ Google Ads Grader
A free grade of an account against 10 key metrics.
Fits best: Small businesses and agencies that want a quick first check of an account they can open.
Common questions
Can you audit a prospect's Google Ads without account access?
You can audit the public side: the website, the offer, competitors, and visible ads. You can't see spend, conversion data, or settings without access. Ad Prophet's Free Growth Read works from the prospect's domain, and Semrush and SpyFu show competitor ad research. Confirm the rest once the prospect shares the account.
What is the best Google Ads audit tool for agencies?
It depends on the job. For a prospect audit before a pitch, start with a tool that works without access, such as Ad Prophet. For client accounts you can open, Adalysis and Optmyzr run audits, and LocaliQ's grader gives a free first check. For ongoing checks, Adalysis and Opteo send alerts.
Is there a free Google Ads audit tool?
LocaliQ's Google Ads Grader is free and needs you to sign in with Google. Ad Prophet's Free Growth Read is free with no card and needs only a domain. Optmyzr and Opteo show 14-day free trials, Adalysis a 30-day trial, and Semrush a 7-day trial, per their sites on October 13, 2026.
Does Ad Prophet change my client's campaigns?
No. Ad Prophet reads and recommends. Its analysis does not change anything in the Google Ads account. Your team decides what to change.
Sources and method
Each fact about another company comes from that company's own public page. We left out anything we could not check. Products change, so check each site before you buy.
- Ad Prophet: Free Growth Read for agencies (checked on )
- Ad Prophet: pricing and agency subscription (checked on )
- Semrush: Advertising Research (checked on )
- Semrush: home page (free trial) (checked on )
- SpyFu: home page (checked on )
- Adalysis: home page (checked on )
- Optmyzr: home page (checked on )
- Opteo: home page (checked on )
- LocaliQ: Google Ads Performance Grader (checked on )