PPC audits find out exactly where your Google Ads budget is going
Most Google Ads accounts we audit have the same problems in different proportions: too-broad match types capturing irrelevant searches, insufficient negative keyword lists, poor account structure preventing Quality Score from improving, ad copy not tested in months, conversion tracking broken or misconfigured, and budget being spent on campaigns that have never generated a single lead.
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Clarity on Performance
What a PPC audit covers
A PPC audit surfaces all of this clearly. You will know exactly what is wrong, why it matters, and what needs to change. Whether you then ask us to fix it or implement the findings yourself, the audit gives you the information needed to make better decisions about your paid search spend.
Account structure - whether campaigns, ad groups, and keywords are organised in a way that enables effective management and good Quality Scores. Keyword analysis - the search terms actually triggering your ads (often a revelation), match type distribution, and the negative keyword gaps costing budget.
The full audit breakdown
Quality Score review - identifying keywords with low Quality Scores, understanding why, and what would improve them.
Ad copy assessment - current ad performance, testing activity, and the gap between what is running and what would perform better.
Conversion tracking audit - whether conversions are tracked correctly, whether conversion actions match the business's actual goals, and whether data being fed to Google's bidding algorithms is accurate.
Budget and bidding review - whether budget is allocated effectively and where efficiency gains are available.
Landing page review - whether the pages campaigns direct traffic to are optimised for conversion and whether there is message match between ad and page.
Use our Google Ads Budget Calculator to evaluate whether your current spend aligns with realistic expectations for your sector.
Free vs full audit
Our free PPC audit covers the most impactful issues in a high-level review - typically enough to identify the three or four changes with the most immediate effect on performance.
A full PPC audit is a comprehensive engagement covering every element above, with specific findings, supporting data, and a prioritised action plan.
Whether you choose the free audit or the full review, the findings are yours to keep. If you want us to manage the fixes, we can. If you want to implement them yourself or with another agency, that is entirely your call.
FAQs
01 How long does a PPC audit take?
A free audit takes 24-48 hours. A full audit typically takes three to five working days depending on account complexity.
02 What access do you need?
Read-only access to your Google Ads account and ideally to your Google Analytics or GA4 account. We do not need admin access to conduct an audit.
03 What is the most common problem you find?
Broad match keywords without sufficient negative keyword lists, generating spend on searches with no commercial relevance. Present in the majority of accounts we audit and often accounts for significant wasted spend.
04 Do I need to commit to ongoing management after the audit?
No. The audit is a standalone service with no obligation to proceed further.
05 Can you audit an account managed in-house?
Yes. We audit accounts managed by in-house teams as well as those set up by previous agencies. We present findings objectively.
06 What if the audit shows our account is performing well?
Then we will tell you that. A genuinely well-managed account is worth confirming. We would rather give honest feedback than manufacture problems to justify ongoing work.