In Plain Words: What a PPC Account Audit Is

Before we change anything in an ad account, we run an audit. It isn't a formality for the report. It determines where to start and exactly where the budget is leaking. Here is what we check and what you get at the end.

What we check

• Account structure — whether campaigns are organized logically, and whether duplicates and clutter get in the way of analysis.
• Conversion tracking — whether the system sees and counts correctly what counts as a result for the business.
• Budget spend — where the money goes: what is worth spending more on and what should be stopped.
• Keywords and search queries — whether ads show for queries that actually lead to results.
• Bidding strategy — whether the settings match the goal of the campaign (traffic, leads or sales).
• Ads and extensions — whether everything that raises click-through rate and ad quality is being used.

How long it takes

Usually a few working days, depending on the size and history of the account.

What you get at the end

A short report with clear conclusions: what works, what wastes budget, and what we suggest doing first. No 40-page document that nobody actually reads.

What we usually find

• Budget spent on irrelevant search queries.
• Campaigns competing with each other for the same audience.
• Missing or incorrectly configured conversion tracking.
• Outdated settings that nobody has reviewed for months.

The audit isn't the end of the work but the start. After it, we agree with you which items to fix first and in what timeframe. No changes are made blindly.