PPC Account Audit

What's included

Measurement first

• Conversion action hygiene covering duplicates, primary and secondary settings, count settings, attribution windows, and imported actions double-counting
• Conversion tracking validation across pixels, server-side events, and offline imports
• Offline conversion loop review, from gclid and msclkid capture on the form through to what lands back in the platform
• Enhanced conversions and consent mode status, since modeled conversions change what every number in the account means
• Lead quality analysis tying conversions to pipeline, so we can see whether the account is optimizing toward revenue or toward form fills

Automation and settings

• Performance Max and Demand Gen review covering asset groups, listing groups, brand exclusions, and whether PMax is harvesting brand search and claiming credit for it
• Search Partners and Display expansion toggles, placement exclusions, and mobile app category spend
• Auto-applied recommendations, which are on by default and change accounts without telling anyone
• Broad match behavior under smart bidding, including which queries it's actually buying
• AI Max, brand inclusions, and beta features enabled on the account
• Location targeting set to presence or interest, one of the most common silent leaks in the platform

Structure and bidding

• Account, campaign, and ad group organization assessed against what your vertical and conversion volume support
• Conversion volume per campaign against the minimum each bid strategy needs to function
• Bid strategy assessment, including learning period volatility and how often edits reset it
• Portfolio strategies and shared budgets, and whether they're helping or masking problems
• Cannibalization between campaigns and internal auction competition
• Change history review to see what was done, by whom, and what moved after

Keywords, ads, and creative

• Search term and keyword analysis for waste, gaps, and untapped intent
• Match type review and negative keyword architecture, including shared lists and negatives blocking converting terms
• Ad copy, asset, and extension audit with Ad Strength, asset-level reporting, and RSA pinning
• Quality Score breakdown with diagnosis of the low scorers
• Shopping feed review covering titles, GTINs, disapprovals, and item-level performance
• Competitor ad copy and auction insights over time

Performance analysis

• Brand and non-brand split, since blended numbers hide almost everything
• Impression share lost to budget and to rank, reported separately, because the fixes are unrelated
• Device, geo, hour of day, and audience performance checked against current bid adjustments
• Audience, remarketing, and customer list setup with match rates
• Seasonality and year over year rather than a snapshot of last month
• Budget pacing and allocation across campaigns
• Policy status, disapprovals, and limited ads

Deliverable

• Fix now list for things that are broken or bleeding money
• Test later list for the changes that need a proper experiment
• Projected financial impact on the top recommendations

Why it matters

Most PPC accounts have money leaking in places nobody has looked at in months. Wrong match types, broken conversions, a bid strategy running on twelve conversions a month, audiences untouched since launch. But the bigger issue now is that the platforms change accounts on their own. Auto-applied recommendations turn on, PMax expands into placements you didn't pick, location settings default to interest and start serving in countries you don't sell to. None of that shows up unless someone goes looking.

An audit pulls it into one view and starts with the measurement layer, because everything downstream depends on it. If the conversion data is wrong, the bidding is wrong, and no amount of restructuring will fix it. You walk away knowing what's broken, what to leave alone, and roughly what each fix is worth.