PPC Audit With A Prioritised Fix List

A PPC audit is a detailed review of a paid search account, usually Google Ads and often Microsoft Ads, to find what is working, what is wasting money and what to fix. It covers conversion tracking, account structure, bidding, budgets, search terms, ads, product feeds and landing pages. A useful audit ends with a prioritised list of changes, ranked by their likely impact on revenue or cost per acquisition, not just a list of issues.

It depends on the size and complexity of the account, how many platforms and markets are involved and how deep the review needs to go. We take a first look at the account before we scope the audit, so the work matches what the account actually needs rather than a fixed package. If we go on to manage the account, the audit is where that work starts.

Read-only access to your Google Ads and Microsoft Ads accounts is enough for the review itself, so nothing in the account can be changed. Access to Google Analytics, Merchant Center for retailers, and your CRM or sales data lets us check tracking against what actually happened. We also ask for a short brief on your targets, margins and what you think is not working, so the findings are judged against your goals.

Yes. A second opinion is a common reason businesses ask for a PPC audit. We work from read-only access, so day-to-day management is not affected, and we write findings that are fair and specific, so your current agency can respond to them. Some businesses use the report to fix things with their existing agency, and some use it to decide whether to make a change.

The same commercial questions as in Google Ads: whether tracking is accurate, where spend is wasted and whether budget is going to what converts. We also check how the account was set up, because Microsoft Ads campaigns are often imported from Google Ads and inherit bids, targeting and settings that do not suit the platform. Import settings, audiences and search partner traffic get particular attention.