PPC Audits, Media Planning & Optimization
PPC Audit Services That Create Clarity, Reduce Waste, and Improve Performance
When paid media performance is inconsistent, most businesses don’t need “more tactics”—they need clarity. Our PPC audit services identify what’s working, what’s wasting budget, what’s untracked, and what should happen next. We combine auditing, media planning, and optimization priorities into a practical roadmap so you can make confident decisions, improve efficiency, and scale based on proven performance signals—not guesswork.
When a PPC Audit Is the Right Next Step
A paid media audit is most valuable when you’re dealing with one or more of these situations:
- Spend increased, but results didn’t improve (or got worse)
- Lead quality dropped and you can’t see why
- Conversion tracking is unclear, missing, or unreliable
- Campaign structure feels messy and hard to optimize
- Too much spend is going to irrelevant clicks or placements
- You’re planning to scale budgets and want confidence first
- You inherited an account (new agency, new team member, new direction)
If you want a fast path to clarity and a plan you can execute, this is the service that creates it.
What We Audit, Where We Look
Our PPC audit services focus on the elements that actually move performance—structure, relevance, measurement, and optimization leverage.
Conversion Tracking and Measurement Integrity
If tracking is wrong, optimization becomes guesswork. We review:
- what conversions are being counted (and whether they match real business outcomes)
- whether key events are firing consistently
- whether there are gaps between “leads recorded” and “leads received”
- whether attribution and reporting are usable for decisions
(One-time credibility reference) Google’s overview of conversion tracking can be used as an external reference for how measurement is intended to work: Read More
Account Structure and Campaign Architecture
We review whether your structure supports clean optimization:
- campaign segmentation by intent, offer, region, or funnel stage
- ad group organization and keyword grouping
- naming conventions and governance
- budget allocation logic (what gets spend and why)
Search Terms, Keywords, and Waste Control
For search-based PPC, waste typically hides in query behavior. We review:
- search terms and intent mismatch
- match type strategy and query control
- negative keyword coverage and process
- expansion opportunities that improve volume without degrading quality
Ads, Messaging, and Offer Alignment
We assess whether the ad promise matches user intent:
- ad copy clarity and differentiation
- CTA strength and alignment to intent stage
- extension/assets usage (when applicable)
- message consistency with landing pages
Landing Page Alignment
Accounts can look “fine” while conversion suffers because the click goes to the wrong experience. We review:
- message match (ad → page)
- friction points (layout, clarity, form/scheduling steps)
- mobile usability and speed risk indicators
- whether the page has the proof and clarity needed for conversion
Bidding, Budget Pacing, and Efficiency
We evaluate whether spend is being managed intentionally:
- bidding strategy fit (for your goals and data maturity)
- budget pacing and allocation across campaigns
- where performance is being capped (or wasted)
- opportunities to shift spend toward proven winners
Audience and Placement Controls
If you’re running Display, YouTube, Performance Max, or social, we review:
- audience strategy and exclusions
- placement quality and waste control (where relevant)
- frequency risks and creative fatigue patterns
- funnel sequencing and retargeting structure
What You Get From Our PPC Audit Services
A good audit isn’t a “report.” It’s a roadmap that improves decisions.
Most engagements deliver:
- a clear audit summary (what’s happening and why)
- prioritized opportunities (highest impact first)
- wasted-spend findings and quick wins
- tracking and measurement requirements
- structural improvements to make optimization easier
- a testing roadmap (ads, audiences, offers, landing paths)
- a media plan that matches goals and budget reality
Media Planning That Supports Real Outcomes
Media planning isn’t picking platforms—it’s deciding how spend should work across the funnel.
Budget Strategy and Channel Role Clarity
We help define:
- what the budget is intended to achieve (leads, bookings, purchases, pipeline)
- which channels are best for intent capture vs demand creation
- what needs to happen on the website to support paid traffic
- what “success metrics” matter by stage (not just one KPI)
Testing Plan and Scaling Logic
A plan only works if it includes how you’ll learn:
- what will be tested first (highest leverage)
- what signals define a “winner”
- when to scale, pause, or restructure
- what to fix on-site vs in the ads
Optimization Support
Some clients want only the audit + plan. Others want implementation support after the audit so performance improves faster and stays consistent.
Optimization That Actually Moves the Needle
When you continue into optimization, we focus on:
- reducing waste through tighter targeting and exclusions
- improving relevance and CTR quality (not just clicks)
- increasing conversion rate through landing alignment and clarity
- scaling winners and protecting efficiency as budgets grow
- maintaining a repeatable improvement cadence
If lead routing, forms, or conversion event setup needs technical support, Web Development & Integrations helps ensure conversions are captured and delivered reliably end-to-end.
Our PPC Audit Process
Step 1 —
Review and
Baseline
We review goals, current performance, tracking setup, and account structure to establish what “good” should look like.
Step 2 —
Diagnosis and Findings
We identify inefficiencies, missed opportunities, and structural barriers that prevent optimization.
Step 3 —
Roadmap and Media Plan
We prioritize actions, define testing opportunities, and align spend to the strategy.
Step 4 — Implementation (Optional)
If you want support beyond the audit, we help implement the plan and improve performance through structured optimization.
Expected Outcomes
With strong PPC audit services, most teams gain:
- clarity on what’s working and what’s wasting spend
- cleaner measurement so optimization decisions are trustworthy
- a prioritized plan instead of scattered tactics
- improved lead quality through better alignment and control
- faster performance improvement because actions are ranked by impact
- confidence to scale budgets once fundamentals are correct
Who This Is Designed For
This service is a fit for:
- businesses investing in paid media but lacking clarity or consistency
- teams that inherited an account and need an expert review
- brands preparing to scale spend and wanting a clean foundation
- organizations with tracking confusion or unreliable lead reporting
- teams that want a plan they can execute internally or outsource
Frequently Asked Questions (FAQs)
Is this service only for Google Ads?
No. We can audit paid media across search and paid social, and we can include display/video elements depending on what you’re running and what your goals are.
Will an audit tell me what to fix first?
Yes—that’s the point. The biggest value is a prioritized plan: quick wins, structural fixes, measurement corrections, and a testing roadmap.
Can you implement changes after the audit?
Yes. Some clients want the roadmap and implement internally. Others want us to execute the plan as ongoing optimization support.
Ready for Clarity and a Plan That Works?
If you want a practical roadmap—and paid media that becomes more efficient over time—our PPC audit services provide the diagnosis, media plan, and optimization priorities to move forward with confidence.