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A PPC audit checklist beyond clicks and spend
A paid-search review should connect campaign structure with the offer, destination and enquiry outcome. The goal is to identify practical changes supported by evidence rather than rewrite an account simply to make it look different.
Check goals and measurement
List the actions reported as conversions and test their actual success conditions. Distinguish submissions, phone clicks and confirmed opportunities. Remove ambiguity before using reported lead counts to judge account performance.
Review the campaign scope
Compare services and locations with what the business can deliver. Inspect whether the campaign structure supports useful decisions. A broad structure may obscure which offer attracts suitable customers.
Read search terms and ad promises
Review relevant search-term data alongside the service offer. Identify repeated mismatches and unnecessary spend. Check that ad copy describes the actual destination rather than promising something the page cannot provide.
Prioritise a controlled action list
Record the evidence behind each recommendation and identify dependencies. Changes to targeting, copy and landing pages should be traceable. Agree a review window and the sales feedback needed to assess the result.
Bring a useful brief to the review
Record the current setup, the decision you need to make, who owns the next action and how completion will be checked. Keep business evidence separate from assumptions.
Questions before you begin
Should conversion definitions be checked before account changes?
Yes. An account review depends on knowing what the reported actions represent. Ambiguous or duplicate events can distort decisions about campaign structure and spend.
Where can I explore google ads & ppc support?
Our Google Ads & PPC page explains the scope, including account and goal review and keyword structure. Use the related service link above to review deliverables before discussing your project.