Find wasted spend
Identify irrelevant traffic, weak audience controls, inefficient budgets and campaign overlap that reduce paid media efficiency.
PPC Audit Services
Identify tracking gaps, wasted spend and growth constraints through a structured paid media audit with a prioritised implementation roadmap.
Request a PPC auditPPC audit overview
Understand what is limiting paid media performance before spending more
A PPC audit examines how campaigns are structured, measured and optimised. BrainADZ reviews the complete paid media system—from traffic quality and bidding to landing pages, lead quality and revenue feedback.
Findings are prioritised by urgency, expected impact and implementation effort so teams know which problems require immediate correction and which opportunities belong in a longer growth roadmap.
Audit your paid media system
Validate measurement
Check whether conversion events, revenue, lead quality and attribution inputs are reliable enough for optimisation.
Prioritise fixes
Separate critical account risks from medium-term improvements and lower-impact housekeeping.
Create a growth roadmap
Translate findings into a practical action plan covering immediate fixes, rebuilds, tests and scaling opportunities.
Audit scope
Review the account from configuration to commercial outcome
Strong audits do not isolate platform settings from traffic quality, conversion accuracy and business value.
01
Account structure
Review campaigns, ad groups, ad sets, naming, segmentation, channel roles and account organisation.
Control and clarity
02
Traffic quality
Assess keywords, search terms, audiences, locations, placements, devices, schedules and exclusions.
Who and what receives spend
03
Conversion system
Validate primary and secondary actions, tags, values, lead quality and downstream sales feedback.
What success means
04
Commercial efficiency
Review bids, budgets, CPA, ROAS, revenue quality, lead value and campaign contribution.
Where money creates value
PPC audit capabilities
Examine every control that influences paid media efficiency
Campaign settings, creative, landing pages and business feedback are analysed together so recommendations remain practical.
Account and campaign structure
Check whether the account supports control and useful reporting
We review campaign segmentation, naming, objectives, ad groups, ad sets, product groups, audience separation and budget ownership.
- Campaign and account hierarchy
- Brand, non-brand and remarketing separation
- Service, product and geography segmentation
- Naming and reporting consistency
- Duplicate and overlapping campaign review
Keywords, queries and audiences
Identify where targeting creates irrelevant or low-quality traffic
Search terms, match types, negative keywords, audience definitions, exclusions, placements and geography are reviewed for relevance.
- Keyword and search-term quality
- Negative-keyword coverage
- Audience and exclusion logic
- Location, device and schedule patterns
- Placement and traffic-source quality
Ads and creative
Evaluate message relevance, asset coverage and creative fatigue
We assess whether ads match intent, communicate differentiation, use suitable formats and provide enough variation for testing.
- Ad-to-intent relevance
- Headline and description coverage
- Static, video and placement readiness
- Creative fatigue and repetition
- Offer, proof and CTA strength
Bidding and budgets
Review whether automation has the right goals and enough data
Bidding strategies, budget allocation, target settings, learning periods and campaign constraints are checked against conversion quality.
- Bidding-strategy alignment
- Budget utilisation and pacing
- CPA, ROAS and value targets
- Learning-period change history
- Scaling and underfunding risks
Landing pages and conversion paths
Check the post-click experience for message and conversion friction
Landing pages, forms, calls, booking journeys, mobile UX and ad-to-page continuity are reviewed alongside campaign performance.
- Message match and page relevance
- Mobile and speed concerns
- Form fields and validation
- Trust, proof and CTA hierarchy
- Confirmation and next-step journeys
Lead and revenue quality
Connect platform conversions with actual business outcomes
Where data is available, we compare reported conversions with valid leads, opportunities, customers, revenue, refunds and sales feedback.
- Valid and qualified lead rate
- Duplicate, spam and rejection patterns
- Opportunity and customer outcomes
- Revenue and order-value quality
- Offline conversion readiness
Platform coverage
Audit individual platforms and the way they work together
Cross-channel accounts need consistent conversion definitions, budget roles and audience controls.
Google Ads audit
Search, Shopping, Display, YouTube, remarketing, bidding, conversion actions and campaign structure.
- Search terms and match types
- Assets, ads and extensions
- Shopping and feed dependencies
- Conversion and value settings
Meta Ads audit
Objectives, campaign structure, audiences, creative, placements, Pixel, Conversions API and lead quality.
- Campaign and ad-set architecture
- Advantage+ and audience controls
- Creative fatigue and format coverage
- Pixel and CAPI diagnostics
LinkedIn Ads audit
Professional targeting, campaign objectives, Lead Gen Forms, creative, bidding and pipeline quality.
- Job, company and audience filters
- Form and landing-page journeys
- Lead quality and sales acceptance
- Cost and pipeline contribution
Cross-channel audit
Budget allocation, duplication, remarketing overlap, attribution, naming and total business contribution.
- Channel role and budget mix
- Audience and conversion overlap
- Attribution and reporting consistency
- Cross-channel growth opportunities
Measurement audit
Validate the data before trusting automated optimisation
Incorrect events, duplicated conversions and weak lead definitions can make inefficient campaigns appear successful.
Conversion definitions
Confirm which actions are primary, which are diagnostic and which should not guide bidding.
Tag and event validation
Check whether forms, calls, purchases, values and key website events fire accurately and consistently.
Lead and revenue feedback
Review CRM, sales and ecommerce data that can distinguish useful outcomes from weak platform conversions.
Attribution context
Compare platform reporting, analytics and downstream systems without assuming one source is complete business truth.
Audit priorities
Separate urgent risks from growth tests and maintenance
A useful audit tells teams what to fix first, what to test next and what can wait.
Critical
Issues that invalidate reporting, waste substantial spend or expose the account to immediate performance risk.
- Broken or duplicated conversion tracking
- Major irrelevant traffic or location errors
- Incorrect revenue values
- Campaigns optimising toward weak events
High impact
Changes likely to improve efficiency, lead quality or revenue performance after critical risks are corrected.
- Campaign or audience restructuring
- Search-term and negative-keyword expansion
- Budget reallocation
- Landing-page and form improvements
Testing opportunity
Structured experiments that can improve growth once the account and measurement system are stable.
- New creative concepts
- Bidding and target tests
- Offer and landing-page experiments
- Channel or audience expansion
Maintenance
Lower-impact hygiene and governance tasks that protect long-term account quality.
- Naming and label cleanup
- Documentation and access review
- Asset refresh schedules
- Routine exclusion maintenance
Audit deliverables
Give every finding evidence, priority and ownership
The audit is designed to support implementation, not simply document problems.
Discuss your audit scopeExecutive summary
A concise explanation of current account health, major risks, growth constraints and the highest-value actions.
Detailed findings
Evidence-backed observations covering campaigns, traffic, conversions, creative, budgets, landing pages and lead quality.
Prioritised roadmap
Actions organised by urgency, expected impact, implementation effort, ownership and dependency.
Measurement plan
Recommended conversion definitions, tag corrections, CRM feedback and reporting improvements.
Evidence before opinion
Every major recommendation is tied to account data, configuration, tracking evidence or a clearly stated hypothesis.
Business context
Findings are interpreted using margins, lead value, sales process, geography, stock and operational constraints.
Actionable ownership
Recommendations identify whether media, analytics, development, creative, CRM or sales teams need to act.
No automatic rebuild
We do not recommend rebuilding an account unless the expected benefit clearly outweighs disruption and lost learning.
PPC audit process
From account access to an implementation-ready roadmap
Measurement, campaign analysis, experience review and prioritisation remain connected through one audit method.
01
Confirm goals, access and business context
We define the audit scope, platforms, commercial targets, lead or revenue model, reporting period and required account access.
- Phase
- Discovery
- Output
- Audit scope and access checklist
02
Validate conversion and analytics foundations
Primary actions, tags, values, attribution settings, CRM feedback and data consistency are reviewed before performance conclusions.
- Phase
- Measurement review
- Output
- Tracking and data-quality findings
03
Audit campaigns, targeting and spend
Structure, queries, audiences, placements, ads, bidding, budgets, locations, devices and schedules are analysed.
- Phase
- Account analysis
- Output
- Campaign and traffic audit
04
Review creative and landing experiences
Ads, assets, message match, page UX, forms and conversion journeys are checked for relevance and friction.
- Phase
- Experience review
- Output
- Creative and landing-page findings
05
Prioritise risks and opportunities
Findings are ranked by urgency, evidence, expected impact, implementation effort and dependency.
- Phase
- Prioritisation
- Output
- PPC remediation roadmap
06
Present findings and implementation sequence
We explain the evidence, recommended order of work, ownership and the measurements needed to confirm improvement.
- Phase
- Handover
- Output
- Audit report and action briefing
PPC Audit FAQs
Practical answers before auditing paid media
Understand scope, platforms, tracking, history, deliverables and implementation before starting.
Ask another questionWhat is included in a PPC audit?
A PPC audit can include account structure, keywords, search terms, audiences, locations, placements, ads, creative, bidding, budgets, conversion tracking, landing pages, lead quality, revenue quality and reporting. The exact scope depends on the platforms and business model.
Which platforms can you audit?
We can audit Google Ads, Meta Ads, LinkedIn Ads and cross-channel paid media programmes. Platform coverage is confirmed before the audit begins.
Do you make changes during the audit?
The standard audit focuses on analysis and recommendations. Critical changes can be implemented separately when requested and when account access, ownership and risk are clear.
How much historical data is needed?
The useful period depends on spend, conversion volume, seasonality and recent account changes. We generally review enough history to identify stable patterns while separating unusual promotional or migration periods.
Will you audit conversion tracking?
Yes. Conversion definitions, tags, values, duplicate events, primary and secondary actions, CRM feedback and reporting consistency are central parts of the audit.
Can you audit lead quality?
Yes, when lead or CRM data is available. We can compare platform conversions with valid, qualified, disqualified, opportunity and customer outcomes.
Do you provide a written action plan?
Yes. Findings are prioritised by urgency, expected impact, implementation effort and ownership so the business can act in a practical sequence.
Does every PPC account need to be rebuilt?
No. Many accounts can improve through targeted corrections. A rebuild is recommended only when the existing structure prevents control, measurement or responsible optimisation.
Can the audit include landing pages?
Yes. We can review message match, mobile UX, forms, trust, conversion friction and tracking on the pages used by paid campaigns.
Does a PPC audit guarantee better performance?
No audit can guarantee a fixed result. It identifies evidence-based risks and opportunities. Improvement still depends on implementation quality, market conditions, budget, offer, creative, tracking and sales or ecommerce operations.
