What an audit covers
- Ads and testsAd text, assets and testing history
- Keywords and search termsMatch types, negatives and real searches
- Structure and settingsCampaigns, locations, networks and bidding
- TrackingConversions, calls and data accuracy
Tracking sits at the bottom because everything else depends on it. If conversions count the wrong actions, every bid and report built on them is wrong too.
When to get one
- Cost per lead keeps rising without a clear reason.
- Leads look fine in reports but the phone stays quiet.
- You are switching agencies or taking the account in-house.
- Nobody has reviewed settings in over a year.
What you should receive
A useful audit lists each problem, why it matters and what to do, ranked by the money at stake. It should show evidence from your account, like search terms that spent money without leads. A score or a generic checklist is not enough.
Good example. An audit finds that a "lead" conversion counts every page view of the contact page. Fixing it shows real cost per lead is three times higher.
Bad example. An audit sends a 40-page export of every setting with no priorities. Nothing changes.
How we audit
We review accounts as part of onboarding a new client. We do not offer free audits, since a real one takes hours of work. Read what a PPC audit usually finds. Our PPC management starts with this review.