Account structure & settings
How campaigns, ad groups and keywords are organised and segmented, and whether that structure is logical, efficient and aligned with your goals.
Home
/
PPC · Audit
PPC · Audit
A PPC audit of what your spend actually buys
PPC is exceptionally effective in the right hands. It can target specific audiences at every stage of the buyer's journey — but only if the account is built and run properly. Our reviews and audits show what you are doing right, what could be better and where the growth is, so every pound works harder.
What's included
Twelve things we check
A lean review covers the first seven for quick wins; a full audit covers all twelve and positions the account for long-term gains.
01
02
Budget allocation & spend
Where the money is going, which elements underperform, and where budget can be redirected for a better return.
03
Ad copy & creative
Headlines, descriptions, calls-to-action and visual elements assessed for relevance, tone and whether they resonate with the audience you want.
04
Keyword usage & opportunities
Relevance, search volume and competitiveness of every targeted keyword — and the irrelevant, low-performing or high-cost terms dragging the account down.
05
Negative keywords
Whether wasted searches are being excluded, and which negative lists are missing.
06
Landing pages
User experience, conversion funnel and how closely each landing page matches the ad that sent the visitor there.
07
Conversions & tracking
Conversion set-up, performance metrics and attribution reviewed so the numbers you report are the numbers that matter.
08
Targeting settings
Audience segments, geographic targeting and the advanced campaign settings that decide who sees your ads, and when.
09
Bid management
Bid strategies, budgets and adjustments by device, location and time of day, assessed for cost-effectiveness.
10
Competition & market
How your account sits against the competitors bidding on the same terms, and what the market is doing.
11
Policy compliance
Checked against Google Ads policies, so nothing in the account risks a penalty or suspension.
12
Recommendations & action plan
A prioritised report of findings and actions — restructuring, targeting, bids, copy, landing pages — written to be understood and acted on.
Scope
Which of these you need
The snapshot tells you which disciplines matter for your site, in what order.
Get your snapshot
How we work
No price list, no guesswork
SEO for a luxury hospitality group and SEO for a five-unit branded residence are not the same job, so we don't sell either off a fixed-price menu. Every engagement starts with a free AI Visibility Snapshot, and moves at the pace your brand needs.
-
1
Audit
We review your site's technical health, content and current visibility across Google and AI search, and tell you exactly what's holding you back.
-
2
Strategy & build
We fix what's broken and build what's missing: technical foundations, content, structured data and the link profile your category actually rewards.
-
3
Ongoing growth
A retainer that keeps you visible as search — and AI search — keeps changing, with a monthly report you can actually read.
Why audit a live account
The goal is high-value conversions at the lowest cost. An audit shows how far away you are.
A thorough PPC audit does more than tidy the account. It:
- Uncovers inefficiencies and the elements quietly wasting budget
- Improves return on investment by fixing what is holding conversions back
- Keeps ad copy, keywords and targeting relevant to the audience you actually want
- Protects the account against policy breaches, penalties and suspensions
- Replaces assumptions with data-driven decisions on budget and priorities
What a PPC audit is
A PPC audit is a comprehensive evaluation of your paid advertising: account structure, keyword targeting, ad copy, landing pages, bidding strategies and performance metrics. Its purpose is to find what can be improved, optimise the campaigns and increase the return on your investment.
It also keeps the account relevant and compliant. Ad copy and calls-to-action are checked against the audience; keywords against the market; the whole account against the platform's policies, where a breach can mean penalties or suspension. And because it looks at competitors and current practice, an audit tells you where the market has moved since the account was built.
Review or audit
We offer two levels. A PPC review is lean: a look at your campaigns' strengths and the areas for improvement, covering account structure and settings, budget allocation, ad copy, keyword usage, negative keywords, landing pages and conversions. It scores quick wins and sets the direction for longer-term work.
A PPC audit goes deeper into the account and campaigns — structure and segmentation, on-page factors, the competition and market, keyword opportunities and advanced campaign settings. This is where the major impact is made and the account is positioned for long-term gains.
"Quick wins from the review. Long-term gains from the audit."
How an audit is carried out
The approach is systematic. Gather data from the ad platform, analytics and other relevant sources. Analyse account structure. Review keyword performance — volume, relevance, competitiveness. Assess ad copy and creative. Analyse the landing pages and their alignment with the ads. Evaluate targeting settings. Assess bid strategies, budgets and adjustments. Analyse performance metrics, conversion rates and attribution. Then identify the opportunities for optimisation and savings, and turn them into recommendations.
What happens next
Our auditors work with your team to understand your goals, audience and challenges, so the recommendations fit your business rather than a template. On completion you receive a report of findings, insights and actions — clear, concise and prioritised by importance and ease of implementation — so you can decide the future direction of your campaigns with the numbers in front of you.
Questions
Frequently asked
How does a PPC audit work?
We examine your current PPC account and campaigns to find the sections that can be improved, so your advertising gets a better response for the same or less spend.
Where do PPC ads appear?
Google Ads appear on Google's search results pages and on partner sites running Google's ad network. Microsoft Advertising ads appear on Bing and Yahoo results in the same way.
What are you mainly looking for in the audit?
Several factors: the date range and trends, keywords and negatives, ad quality score, ad group structure, landing pages, targeting and conversion tracking, among others.
What happens after the audit?
You receive a comprehensive list of every point to address, prioritised by importance and how readily each can be implemented.
Free AI Visibility Snapshot
See how Google and AI search see your brand
A short, written review of your site's visibility across Google, AI Overviews and the assistants your guests and buyers use. No obligation, no price list.
- Technical health and crawlability
- Where you appear — and don't — in AI answers
- The three things to fix first