A PPC audit answers one question with evidence: what is your money doing? Not whether the account is tidy, but how much of last quarter’s spend produced nothing, why, and what the fix is worth.
It is deliberately independent. You can hand the findings to your current agency, your in-house team or nobody at all. Several clients have used it exactly that way, as a second opinion before renewing a contract.
What the audit examines
- Conversion tracking integrity first, because a broken setup invalidates every conclusion below it
- Wasted spend quantified: irrelevant search terms, missing negatives, overlapping campaigns
- Account structure against your services, margins and geography
- Bid strategy suitability for your data volume, a common and expensive mismatch
- Ad copy, extensions and landing page relevance
- Competitive position and impression share you are losing, with the reason
You get a findings document with the waste totalled, a prioritised fix list, and a walkthrough call where you can challenge any line of it.