Services / PPC Account Audit
A PPC account audit helps you understand what the account is doing, which evidence can be trusted and where to focus next. I review the campaigns alongside tracking, creatives and landing pages so the findings address the whole path to a purchase or enquiry.
An audit is a defined project. It can inform your next decisions without automatically committing you to ongoing management.
You may have an account that spends consistently but produces unclear results, a change in performance that needs investigation, or questions about whether your current structure suits the business. An audit is also useful before a handover or a new campaign plan, when understanding the existing history matters.
The starting question should be specific. For a store, that could be whether recorded purchase value is reliable or whether spend follows product priorities. For a service business, it could be why enquiries are outside the target market or why platform lead counts differ from enquiries received.
Campaign organization, settings, budgets, bidding, keywords or audiences, search terms where relevant, ads and assets, and the pattern of reported results. I check whether the account’s goals match the action the business actually needs.
Conversion definitions, available tracking, missing or duplicate events, creative messages and destination pages. Forms, checkout steps and mobile usability can explain results that would be missed by looking only at ads.
The deliverable is a practical set of findings, supporting evidence, priorities and recommended actions within the agreed review scope. I explain why an issue matters and identify what would be needed to address it. Recommendations distinguish account changes from tracking, creative or website work.
I also identify uncertainty. A report may show recorded conversions without establishing lead quality; a platform value may not account for returns or margins. Missing access or incomplete data can limit the conclusion, and I state those limits rather than treating an assumption as a finding.
The audit does not include unrestricted implementation. If you want changes made after the review, we agree those tasks separately, whether as setup work, a tracking project or ongoing campaign management.
First, you share the business context, website, markets, approximate spend and the main concern. We agree the account or accounts, reporting period and review areas. Access is arranged through the advertising and measurement platforms; you retain account ownership.
I inspect the available evidence, compare the campaigns with the website and measurement, and prepare the findings in an order that helps you decide what to do next. Your feedback on product economics or qualified leads helps separate a reporting problem from a commercial problem.
I need enough history to assess the question, but I do not ask you to email passwords. Where access is incomplete, we agree whether the review can still answer the useful questions.
My Portfolio reports illustrate the care needed with dates, attributed conversions, rounded figures and different ROAS calculations. An audit applies the same discipline to your account. The public reports are not before-and-after audit results and do not establish an improvement caused by an audit.
Measures depend on your business: purchase volume, cost and value for a store; enquiries, CPL and qualification feedback for lead generation. Website and event checks help establish whether those measures are reliable enough for the decisions you need to make.
Audits receive a project quote based on the accounts, review areas, available data and workload. The monthly management packages are separate. Read how management fees and defined projects differ, then share your requirements through Contact.
Yes. An audit is separate from management. We agree the review scope and deliverables before starting; any implementation is discussed after the findings.
The audit scope focuses on assessment and recommendations. Any account changes or tracking fixes must be explicitly included or agreed separately, so you know which work is being performed.
I explain the issues visible in the review and how they limit the performance assessment. A tracking project may be a useful next step, with its own scope and testing requirements.
Tell me about your website, target markets, advertising spend and main priority. I will review the context and discuss a practical scope with you before any work starts.