Will my agency know I used this tool?

No. The tool analyses a CSV export in your browser. It does not connect to Google Ads, notify your agency, or upload your file to a server.

What is Google Ads Change History?

Change History is the log inside Google Ads that records edits made to campaigns, budgets, ads, keywords, audiences, settings and recommendations. It is one of the clearest ways to verify whether an account is being actively managed.

What does the Agency Activity Score measure?

The score measures change volume, coverage across core account areas, consistency over time, human-made changes versus automated changes, and whether the changes look like meaningful optimisation work.

Free private tool

Audit your Google Ads agency using their change history.

Upload your Google Ads Change History CSV and get an instant Agency Activity Score: human changes, automated changes, quiet weeks, category coverage and whether the work looks meaningful.

Upload Change History CSV How to export it

CSV onlyNo Google login required

PrivateRuns in your browser

Any range90 days recommended

Agency Activity ScoreCurrent agency

Needs attention

11 changes in 90 days

For an account spending £18,000/month, we would expect far more regular management activity.

Volume

1/30

Coverage

13/25

Consistency

8/20

Human work

7/15

Upload your Change History CSV

Your file is analysed locally in your browser. It is not uploaded to Upscale, Google or your agency.

Accepts .csv exports from Google Ads Change History.

Drop your CSV here

or browse to upload

Analysing change history...

What the audit checks

Change volume: how many account changes were made versus what we would expect for the spend level.
Category coverage: whether work happened across bids, budgets, keywords, ads, audiences and settings.
Consistency: whether the account had regular activity or long quiet periods.
Human work: whether changes came from people or mostly Google auto-apply and recommendations.
Change quality: whether the changes look like real optimisation or low-value housekeeping.
Meaningful activity: search-term work, negative keywords, ad tests, bid strategy, audiences and tracking setup score higher. Admin edits, recommendation auto-apply and risky removals score low.

Example audit output

Category	Changes	Status
Bid & budget adjustments	4	Low
Keywords & search terms	1	Low
Ad copy & assets	3	Thin
Audiences	0	None
Campaign settings	2	Some

The real cost of a lazy agency

If you pay £4,000/month to an agency that makes 6 meaningful changes, you are paying about £667 per change. A healthy account with 40 meaningful changes brings that down to £100 per change. The point is not that every change is equal. The point is that the account should show a visible cadence of human optimisation.

6/moAverage weak account

30-50/moHealthy account range

£40k+Annual wasted fees possible

Frequently asked questions

Will my agency find out?

No. The audit runs from a CSV file in your browser. There is no Google login, no agency notification, and no account access required.

Is change volume the same as agency quality?

No. Quantity is not everything. But if an agency claims to be actively managing an account, the Change History should show regular human work across the areas that matter. A quiet account is a red flag, not a final verdict.

What if the score is good?

That is genuinely useful. It means your agency is probably active in the account, and you can use the result as validation rather than a reason to switch.

Can Upscale review the result?

Yes. If the score looks poor or confusing, book a free audit and we will review the account context, not just the change count.

Bad score? Get a second opinion.

Book a free Google Ads audit with Upscale. We will review the change history, performance data and account structure, then tell you what we would fix first.

Book My Free Ad Audit