Paid Media Audit | Maximise Results

What’s Included in Our Google Ads Audit?

A Google Ads Audit is a deep dive into every aspect of your account, designed to optimise your campaigns for better performance and results. Whether you’re running Search Ads, Display Ads, or Shopping Ads, our audit examines all the key components that determine your success.

We start with a review of your account structure, including campaigns, ad groups and keywords. A well-structured account is essential for managing budgets effectively and ensuring accurate targeting. Next, we analyse your keyword strategy to identify high-performing keywords, underperforming ones and gaps in your approach, such as missing long-tail opportunities or insufficient use of negative keywords.

Ad performance is also a critical focus of our PPC Audit. We evaluate your ad copy, creative assets and ad extensions to determine whether they are engaging your audience and driving conversions. Quality Scores are reviewed to identify areas where relevance, landing page experience, or CTR can be improved.

Budget allocation is another vital area of our Paid Media Audit. We assess whether your ad spend is being distributed effectively across campaigns, platforms and audiences. Additionally, we review bidding strategies, whether manual or automated, to ensure they align with your campaign goals.

At the end of our Google Ads Audit, we provide a detailed report with recommendations for immediate improvements and long-term optimisation. From quick wins like improving ad copy to structural changes that enhance performance, our audits are tailored to help you achieve measurable success.

PPC Metrics We Analyse

Metrics are the foundation of any effective Paid Media Audit. Without analysing the right data, it’s impossible to understand what’s working, what isn’t and where to focus your resources for maximum impact. Our PPC Audit goes beyond the surface to examine a wide range of performance metrics that reveal the true story of your campaigns.

One of the key metrics we analyse is CTR (Click-Through Rate), which indicates how well your ads are capturing attention and engaging your target audience. A low CTR could point to issues with your ad copy, creative, or targeting. We also evaluate conversion rates, helping you understand how well your ads are turning clicks into tangible results, whether that’s leads, sales, or other key actions.

Cost-related metrics such as CPC (Cost Per Click) and CPA (Cost Per Acquisition) are also critical. These figures show how efficiently your budget is being spent and whether you’re paying too much for each conversion. Additionally, we examine ROAS (Return on Ad Spend) to ensure your campaigns are delivering the revenue they should.

Other areas of analysis include impression share, ad relevance and Quality Scores. By interpreting this data, we identify underperforming campaigns, wasted ad spend and areas for optimisation. Our Google Ads Audit ensures every metric you track contributes to a more effective and profitable advertising strategy.

Common PPC Mistakes We Fix

Many businesses make common mistakes in their paid media campaigns without even realising it. Our Paid Media Audit is designed to uncover these errors and ensure your campaigns are set up for success.

One of the most frequent issues we see is targeting that’s too broad. If your campaigns aren’t reaching the right audience, you’re likely wasting budget on clicks that don’t convert. Similarly, not using negative keywords can lead to your ads appearing for irrelevant searches, further draining your ad spend. Our PPC Audit evaluates your targeting settings, helping you refine your audience to focus on those most likely to take action.

Another common mistake is poor bidding strategies. Overbidding can lead to unnecessarily high CPCs, while underbidding can cause your ads to miss out on valuable opportunities. We assess whether your bidding approach aligns with your campaign goals, whether it’s manual CPC or automated bidding.

Ad scheduling is another area where errors often occur. Running ads 24/7 without considering when your audience is most active can lead to wasted budget. Our Google Ads Audit ensures your campaigns are scheduled to maximise ROI.

Finally, we address issues with ad copy and creative. Poorly written ads or low-quality visuals can lead to low CTR and engagement. By fixing these mistakes, our Pay Per Click Audit helps your campaigns achieve better performance and results.

ROI: Measuring What Matters

The ultimate goal of any paid media campaign is to achieve a positive return on investment (ROI). Our Paid Media Audit focuses on ensuring every pound you spend delivers measurable value for your business.

One of the key ways we do this is by analysing ROAS (Return on Ad Spend), which measures how much revenue your campaigns generate for every pound spent. If your ROAS is lower than expected, we identify the factors contributing to inefficiency, such as poor targeting, high CPCs, or low conversion rates.

We also look at CPA (Cost Per Acquisition) to ensure your campaigns are driving leads or sales at a sustainable cost. By reducing wasted ad spend and reallocating budget to top-performing campaigns, our PPC Audit helps you achieve more with less.

Another crucial aspect of our audit is conversion tracking. Without accurate data, it’s impossible to measure ROI effectively. Our Google Ads Audit ensures your tracking setup is reliable, giving you the insights needed to optimise performance and make informed decisions.

By focusing on ROI, our audits provide more than just a list of recommendations—they deliver a clear path to achieving your business goals. Whether you want to boost sales, generate leads, or increase brand awareness, our Paid Media Audit is your roadmap to success.

Competitor Benchmarking

To thrive in a competitive landscape, it’s essential to understand not only how your campaigns are performing but how they compare to your competitors. Our Paid Media Audit includes a detailed competitor benchmarking analysis, allowing you to uncover strategies your competitors are using to gain an edge. This insight helps identify gaps in your approach, as well as new opportunities to position your campaigns more effectively.

We start by analysing competitor ad copy to evaluate the tone, messaging and calls-to-action (CTAs) they are using. If your competitors are communicating value propositions that resonate better with your shared audience, we provide recommendations to help you refine your messaging and outshine them. Similarly, we assess their creative assets, such as images, videos and formats like carousels, to understand what’s working in your industry.

Beyond ad creatives, our PPC Audit looks at their targeting and campaign structures to see which audiences they prioritise and where they’re allocating budget. We also review their keyword strategies, spotting high-value keywords they’re bidding on and identifying opportunities for you to compete—or dominate—in these areas.

By leveraging these insights, our Google Ads Audit empowers your business to stay ahead of the competition. Whether it’s adopting new ad formats, improving your offers, or targeting untapped audience segments, our actionable recommendations ensure your campaigns are well-positioned to outperform the competition. Understanding your competitors’ strategies is a powerful way to differentiate your business and maximise the impact of your paid media efforts.

Auditing Bidding Strategies

Bidding strategies can make or break your paid media campaigns. Even with the right targeting and ad creative, an inefficient bidding approach can result in wasted budget and missed opportunities. As part of our Paid Media Audit, we review your current bidding strategies to ensure they align with your campaign objectives and deliver the best possible performance.

For manual bidding campaigns, we assess whether your keyword bids are too high or too low, ensuring that each bid is set to deliver maximum ROI. Overbidding can drive up your costs unnecessarily, while underbidding can cause your ads to lose out on valuable impressions and clicks. Our PPC Audit identifies the sweet spot for your bids, balancing visibility with cost efficiency.

For automated bidding campaigns, we evaluate whether you’re using the right strategy for your goals, such as Maximise Conversions, Target CPA, or Target ROAS. While automation can save time, it still requires careful management to ensure algorithms are working in your favour. We also review bid adjustments for factors like device, location and time of day to ensure your budget is allocated optimally.

In addition, our Google Ads Audit examines your budget allocation across campaigns and ad groups to ensure high-performing campaigns are adequately funded. We identify any campaigns or keywords draining your budget without delivering results, reallocating spend to areas with greater potential.

By auditing your bidding strategies, we help you minimise wasted spend, improve campaign efficiency and achieve stronger results with every pound spent.

Custom Reports and Next Steps

At the conclusion of every Paid Media Audit, we provide you with a comprehensive custom report detailing our findings and actionable recommendations. This report isn’t just a collection of data—it’s a roadmap to optimising your campaigns for success.

Our reports begin with a summary of key insights, highlighting the most critical areas that need improvement, such as underperforming keywords, inefficient targeting, or opportunities for better ROI. We include detailed analyses of performance metrics like CTR, CPC, CPA and ROAS, ensuring you have a clear understanding of how your campaigns are currently performing.

The next section outlines recommended actions tailored to your business goals. For example, if your primary objective is to reduce CPA, we may suggest refining audience targeting, introducing negative keywords, or adjusting your bidding strategies. If improving ROAS is the priority, we might recommend reallocating budget to top-performing campaigns or testing new ad creatives.

We also provide a prioritised implementation plan, helping you focus on the changes that will deliver the biggest impact first. Whether you choose to implement these changes in-house or partner with us for ongoing management, our recommendations are designed to deliver measurable improvements.

Finally, our PPC Audit report includes suggestions for long-term strategies to ensure your campaigns continue to perform well over time. With a clear plan and data-backed recommendations, our custom reports empower you to take the next steps confidently and achieve sustained success in your paid media efforts.