PPC audit tool.Find what's wasting your ad spend.

Your campaigns can spend money on the wrong searches, count the wrong conversions, or send people to the wrong landing page. We audit Google Ads, Microsoft Ads, and Meta to show you where the problem is and what to change.

Audit your paid media See the PPC audit

Google Ads audit tool. See what's wrong and how to fix it.

Northline · Trail-running campaigns

Objective: purchases of trail-running shoes

Irrelevant search term

“free running shoe wallpapers” matched the trail-shoe campaign.

Primary conversion doesn't match the sales objective

Add to cart is primary; the campaign objective is completed purchases.

Waterproof ad links to all trail shoes

The ad promotes waterproof trail shoes; the destination opens the full shoe range.

A PPC audit tool for the whole account.

If the campaign is meant to generate sales, counting add-to-carts won't tell you how many orders it brought in.

We check your account structure, targeting, ads, conversion tracking, and landing pages against the result you want from each campaign. Open a finding to see the campaign or setting involved, why we've flagged it, and what we recommend changing.

Use the audit to choose your fixes, then investigate ongoing results with campaign optimization. Our bid and budget management tools help you plan the spending changes once you know which campaigns need attention.

Conversion tracking audits for sales and qualified leads.

Your campaign can report a conversion when someone adds to cart, submits a form, or completes a purchase. Those actions don't all mean the same thing. We check which events you're counting and which ones the campaign uses for bidding, so you can judge performance against the outcome you actually want.

Ad promise
Waterproof trail shoes
The products named in the ad
Landing page
Waterproof collection
The waterproof styles people can buy
Business outcome
Completed purchase
The purchase event and order value

We check event firing, duplicate conversions, order values, counting settings, and attribution windows. For lead generation, compare submitted forms with qualified leads and sales. Use performance analysis to compare what the ad platform reports with what happened in your CRM or sales records.

Paid search and paid social audits.

Traction lugs on a trail running shoe above wet, muddy ground

Google Ads & Microsoft Ads audits

We review search terms, keywords, negative keywords, location targeting, ad schedules, bidding goals, and budgets. See which settings are limiting relevant traffic or attracting searches that don't fit your offer. Review branded and non-branded searches separately so existing demand for your name doesn't hide how the rest of your targeting performs.

For Shopping and Performance Max audits, we check feed quality, product availability, and whether the ad leads to the right product or range. Fix catalogue issues through product feed management, then compare performance using the same conversion goals and reporting periods before changing budgets.

Use keyword and competitor research to find relevant searches you're missing. Compare those opportunities with your account's search terms before adding keywords or exclusions.

Trail runners following a path through green hills above a Highland loch

Meta Ads & paid social audits

We review Meta campaign objectives, audiences, exclusions, placements, and creative alongside the conversion path. Break down frequency and results by ad set, audience, and reporting period to see where performance is falling behind.

We check browser and server events, attribution settings, and the journey from the ad to the landing page. If Meta's conversion totals differ from your sales records, you can investigate which events are being counted and how they're attributed.

Use ad creative and copy to revise the ads flagged in the audit, then plan the next test in social campaign planning.

Prioritize PPC audit fixes.

We separate tracking faults, irrelevant search terms, and landing-page problems so you can see which campaigns are affected and what needs changing. Check the reliability of your conversion data before using CPA or ROAS to judge the other findings.

Measurement: Is the campaign counting the result we want?
Check the conversion event and the goals this campaign actually uses.
Traffic quality: Does the query fit the offer?
Check which keyword matched the search and where a negative keyword should apply.
Customer journey: Does the landing page show what the ad offers?
Check that the ad's claim, landing page, and available products match.

Give each fix an owner in campaign planning. Check the setting, event, or URL after the change, then compare results using the same conversion definitions.

PPC audit reports with clear recommendations.

Show your client what's wrong, what you recommend, and what's already been fixed.

We build your paid media audit report with the affected campaigns, the problems we found, and the changes you recommend. Add who's responsible for each fix and how you'll check it. Update the report as changes are completed so the client can see the work that's been done.

As a PPC agency, you can keep each client's audit and recommendations in a separate workspace. Use marketing audit and reporting software to review the account alongside your other channels, then share the findings in a custom report. In-house marketing teams can share the same findings with media buyers, analysts, creatives, and website owners so each team can see which changes it needs to make.

AI PPC audits that explain the problem and the fix.

We use AI to review account data, explain problems, and suggest changes. Each recommendation shows the campaign and settings it refers to, so you can check it against the account before making the change. Ask why a search term was flagged, which conversion event needs attention, or what should change on a landing page.

How our PPC audit tool works.

What should a PPC audit include?

We review account structure, search terms, keywords, exclusions, targeting, budgets, bidding goals, creative, conversion tracking, and landing pages. The checks depend on the channel and campaign objective. Each finding shows the affected campaign or setting, our recommendation, and how to check the fix.

How do I identify wasted ad spend?

Start with where the spend goes and what those clicks produce. We help you find irrelevant search terms, targeting that doesn't fit your market, and landing pages that don't match the ads. Check conversion tracking too: a low reported CPA means little if the account is counting the wrong action.

Can I audit conversion tracking and account structure together?

Yes. We check the conversion events and goals alongside the campaigns using them. You can see whether bidding and reporting match the business objective before comparing CPA or ROAS. If you change what's counted as a conversion, record the date so you can interpret results before and after the change.

What happens after the paid media audit?

Choose the recommendations you want to implement, assign them to your team, and check the changed settings, events, or landing pages. Then compare campaign results using the same conversion definitions and appropriate reporting periods.

See what needs fixing in your ad accounts.

Audit your paid media See plans and pricing

PPC audit tool.Find what's wasting your ad spend.

Google Ads audit tool. See what's wrong and how to fix it.

Irrelevant search term

Account details

Proposed change

How to check the fix

Primary conversion doesn't match the sales objective

Account details

Proposed change

How to check the fix

Waterproof ad links to all trail shoes

Account details

Proposed change

How to check the fix

A PPC audit tool for the whole account.

Conversion tracking audits for sales and qualified leads.

Ad promise

Landing page

Business outcome

Paid search and paid social audits.

Google Ads & Microsoft Ads audits

Meta Ads & paid social audits

Prioritize PPC audit fixes.

PPC audit reports with clear recommendations.

AI PPC audits that explain the problem and the fix.

How our PPC audit tool works.

See what needs fixing in your ad accounts.