--- title: "PPC Audit" url: https://marketingsignals.com/service/pay-per-click/ppc-audit type: Page --- # PPC Audit PPC audit of your Google Ads and Microsoft Ads accounts: structure, search terms, tracking and wasted spend, with a fix list ranked by commercial impact. ## PPC Audit With A Prioritised Fix List A PPC audit tells you whether your paid search budget is doing what you think it is. We go through your Google Ads and Microsoft Ads accounts line by line: structure, search terms, tracking, bidding and wasted spend. You get a prioritised fix list ranked by commercial impact, whether you want a second opinion on your current agency or we are taking the account on. ## We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing ## Before you change anything, find out what is broken. An underperforming account rarely needs to be torn down. There is normally more value in what is already there: tracking to fix, waste to cut and automation to point at the right goal. From inside the account, or from a monthly report, it is hard to tell which of those applies and how much each one is costing. Our audit answers that. A senior specialist reviews the account, checks the data behind it and writes up what to fix, in what order and why. If we go on to run the account, the audit becomes our starting plan. If not, you keep the findings and can act on them with your own team or current agency. Why Choose Us ## Senior Specialists. Honest Findings. A Plan You Can Act On. ## Built Around Search. Measured on Revenue ### Ranked By Commercial Impact A long list of minor issues is not useful. We rank every finding by what it is likely to be costing you, how hard it is to fix and what it needs from your team, so the first changes are the ones that matter most to revenue or cost per acquisition. Each recommendation explains the reasoning behind it, so you can check our thinking. - Wasted spend found and sized - Tracking checked against your real sales data - Search terms reviewed for irrelevant traffic - Smart bidding checked against the right goal - Fixes ranked by revenue and cost impact - A clear view of whether your agency is delivering #### Tracking And Conversion Data We start with measurement, because every automated bidding decision depends on it. We check which conversions are counted, whether they match your sales or CRM data, whether values are passed correctly and whether anything is counted twice. Faulty tracking is a common reason an account looks healthy in the platform and poor on the P&L. #### Structure, Bidding And Budgets We review campaign and ad group structure, bidding strategies and targets, budget limits and how spend is split between campaigns. We look at whether Performance Max, Shopping and Search are competing for the same searches, whether branded traffic is inflating results, and whether budget is going to the campaigns that actually return the most. #### Search Terms And Wasted Spend We go through the search terms reports, including Performance Max, to find spend on irrelevant, low-intent or poor-fit searches, then size it. We also check negative keywords, match types, audiences, locations, devices and ad schedules, so you can see where money is leaking and roughly what each fix is worth. #### Ads, Feeds And Landing Pages We review ad copy and assets, product feed quality and Merchant Center issues for retailers, and the landing pages each campaign sends traffic to. The findings come back as a written report and a call with the specialist who did the work, with a prioritised fix list your team, your agency or ours can act on. ### Google Ads Audit From A Senior Specialist Featured Work ## Paid Search Accounts We Turned Around ## What A PPC Audit Delivers For The Business ### Wasted Spend Found Irrelevant searches, overlapping campaigns and budget on poor performers identified and sized, so you know what you can stop paying for. ### Data You Can Trust Conversion tracking checked against your real sales or CRM data, so bidding and reporting work from accurate numbers. ### A Prioritised Fix List Every recommendation ranked by commercial impact and effort, so your team works on what matters most first. ### An Independent View A second opinion from senior specialists with no stake in defending past decisions made on the account. ### Lower Cost Per Acquisition Fixes aimed at the cost of each sale or lead, not at metrics that look good in a report and mean nothing on the P&L. ### A Plan Leadership Can Approve Findings written up in commercial terms, so the case for changes, more budget or a new agency is easy to make. The aim is a clear, honest picture of where your paid search budget is going, and what to change first to get more back from it. **4.9** from 130 reviews ## Don’t just take our word for it > “Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work every single time!” > > — Jamie Evans, Head of E-commerce > “I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.” > > — Rob Hughes, Director, Global SEO > “We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.” > > — Matthew Miller, Managing Director > “As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.” > > — Sandra Carosi, Head of Marketing > “Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.” > > — David Weaver, Co-founder > “An excellent agency to work with and a perfect choice if you're looking to scale quickly.” > > — Katie Owen, Founder ### What is a PPC audit? 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. ### How much does a PPC audit cost? 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. ### What access do you need for a Google Ads audit? 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. ### Can you audit our account while another agency runs it? 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. ### What do you look at in a Microsoft Ads audit? 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. ## The Answers to Your Questions Visibility Playbooks ## Related Playbooks Google Shopping, Performance Max and Search for online retailers, run on revenue, ROAS and margin. Paid search for long sales cycles, with lead quality fed back from your CRM so bidding chases pipeline. Google Ads for law firms by case type and intent, tracked to new clients and written within advertising rules. PPC agency managing Google Ads, Shopping, Performance Max and Microsoft Ads for brands spending £20,000 to £100,000+ a month. Measured on revenue. More Specialist Services ## Ready To See Where Your Budget Is Going? Talk to our senior paid search team about an audit of your account. We take a first look, then scope the work to fit.