Your ads are spending. Are they learning?
A structured PPC audit of your targeting, ads, landing pages and conversion tracking, so you know what to fix first.
Illustrative pipeline, not a live ad account.
Find where to look first, in five quick steps.
Step 1 of 5
A starting checklist, not an audit of your account. Never share passwords or access here. Nothing you pick is sent anywhere.
The problem may not be where you think it is.
1Campaign setupOverlapping campaigns, unclear objectives or inconsistent settings can scatter budget.
2Audience and intentIrrelevant search terms or unsuitable audiences can bring the wrong clicks.
3Ad creativeUnclear messaging or mixed offers can attract the wrong people.
4Landing pageSlow pages, message mismatch or form friction can lose interested visitors.
5Conversion trackingMissing or duplicate events can make results look better or worse than they are.
6Business outcomePlatform numbers may not reflect lead quality or real profitability.
Examples of possible issues, not diagnoses. An audit confirms causes with evidence.
A better campaign starts with better questions.
Account and campaign structure
- Hierarchy and objectives
- Overlap and duplication
- Naming and manageability
- Budget and bidding setup
Targeting and search intent
- Keyword and search-term quality
- Match types and negatives
- Audiences, exclusions, geography
- Intent against the offer
Ad creative and messaging
- Message clarity and CTA
- Offer consistency
- Variation and testing
- Policy compliance
Budget and bidding
- Budget distribution and pacing
- Bidding strategy suitability
- Conversion volume and signal quality
- Controlled test opportunities
Landing pages and journey
- Message match
- Speed and mobile usability
- Form or checkout friction
- Trust and CTA clarity
Tracking, attribution and reporting
- Conversion action setup
- Tag and event validation
- Duplicate or missing conversions
- UTM consistency and reporting
What a useful audit should leave you with
Clicks are a cost. Conversions need context.
- The numbers might suggest
- Traffic arrives, but few visitors act.
- They do not prove
- It does not show whether targeting, the page or tracking is at fault.
- Data needed
- Search terms or audiences, landing-page data, tracking validation
- Inspect next
- Message match, form friction, conversion setup
- The numbers might suggest
- Clicks are cheap, but may not be the right people.
- They do not prove
- A low cost per click does not mean leads are valuable.
- Data needed
- Lead status from your CRM, by campaign
- Inspect next
- Targeting, form qualification, offer clarity
- The numbers might suggest
- Plenty of conversions, but their value is unknown.
- They do not prove
- Volume does not show that each conversion pays back.
- Data needed
- Revenue, margin and cost by conversion type
- Inspect next
- Conversion definitions and value tracking
- The numbers might suggest
- Visitors who arrive act, but volume is small.
- They do not prove
- A high rate on few visits may be unreliable.
- Data needed
- Sample size, delivery and budget limits
- Inspect next
- Budget limits, targeting breadth, volume potential
- The numbers might suggest
- The platform reports success the business does not feel.
- They do not prove
- Platform conversions are not the same as business results.
- Data needed
- CRM or backend records, attribution settings
- Inspect next
- Duplicates, attribution, conversion definitions
Hypothetical bar shapes for explanation only. They are not real data.
Which metrics matter for your goal?
- Qualified leadsleads that meet your criteria
- Cost per qualified leadspend per useful lead
- Lead-to-customer rateleads that become customers
- Purchase conversionscompleted orders
- Cost per acquisitionspend per order
- ROASrevenue per unit of spend, if tracking is reliable
- Reachpeople who saw your ads
- Frequencyaverage views per person
- Engagementmeaningful interaction with the ad
- Relevant sessionsvisits from your target audience
- Landing-page engagementwhether visitors interact
- Downstream actionswhat they do next
A low CPC is not automatically success, and a high CPC is not automatically waste.
Finding a problem is only half the work.
Effort →
Impact →
Broken conversion tracking
- Why it may matter
- Every other decision depends on it.
- Evidence
- Tag and event validation
- Dependencies
- Tag manager or site access
Broken landing-page form
- Why it may matter
- Interested visitors cannot convert.
- Evidence
- Form tests and submission records
- Dependencies
- Website access
Targeting off-objective
- Why it may matter
- Budget may chase the wrong audience.
- Evidence
- Search terms or audience reports
- Dependencies
- Account access
Landing-page rebuild
- Why it may matter
- Better message match can lift conversion quality.
- Evidence
- Page and journey analysis
- Dependencies
- Design and development time
Campaign restructure
- Why it may matter
- Cleaner structure helps control and learning.
- Evidence
- Account structure review
- Dependencies
- Careful migration plan
Creative testing
- Why it may matter
- Reveals which messages attract the right people.
- Evidence
- Ad variation results
- Dependencies
- Enough data volume
Budget allocation test
- Why it may matter
- Shows where extra budget helps or not.
- Evidence
- Segment performance and delivery
- Dependencies
- Reliable tracking first
Bidding strategy test
- Why it may matter
- Checks whether another approach suits the goal.
- Evidence
- Controlled test results
- Dependencies
- Sufficient conversion volume
Illustrative tasks and positions. Real priority depends on verified impact, confidence, effort and dependencies.
One goal. Different platforms. Different signals.
- Search terms and keyword coverage
- Match types and negative keywords
- Conversion actions and bidding signals
- Budget by campaign segment
Search intent and landing-page alignment matter most.
- Audience and creative alignment
- Placement and delivery
- Conversion event setup
- Creative fatigue and lead quality
Creative variation and downstream lead quality matter most.
- Campaign structure and search-term relevance
- Conversion tracking (UET tag)
- Budget and bidding
- Audience and location settings
Its controls and terms differ, so settings are reviewed on their own.
- Consistent conversion definitions
- Attribution differences
- Audience overlap and budget split
- Reporting tied to business outcomes
Platform-reported metrics are not directly comparable.
Platform scope is confirmed per account. Related: PPC services and YouTube ads.
From campaign complexity to clear next steps.
Understand
Clarify goals, audiences and what counts as a conversion.
Inspect
Review structure, targeting, ads, pages and tracking.
Diagnose
Separate verified issues from items to investigate.
Prioritise
Rank by impact, confidence, effort and dependencies.
Optimise
Apply agreed changes, then learn from the evidence.
Good moments for an audit
An audit can identify opportunities without including implementation or ongoing management. Scope is agreed upfront. No fixed timelines or guaranteed results.
PPC audit: your questions, answered.
What is a PPC audit and why does my business need one?
A PPC audit is a structured review of your paid advertising: campaign structure, targeting, ads, landing pages, conversion tracking and reporting. It helps you see what is working, what may be inefficient and what to prioritise before spending more.
What does a Google Ads audit include?
It typically reviews account and campaign structure, keywords and search terms, match types and negatives, ads, bidding and budget, landing pages and conversion tracking. The exact scope depends on your account and is agreed upfront.
Which is the best PPC audit agency in India?
There is no single best agency for every business. The right one explains its audit method clearly, separates confirmed findings from guesses, reports honestly and does not guarantee results. Compare proposals, and we are happy to walk you through ours.
How much does a PPC audit cost in India, and how long does it take?
Cost and time depend on the number of platforms, account complexity, campaign volume, tracking setup and scope. We do not publish fixed fees or timelines, and a proposal follows once we understand your accounts.
Can a PPC audit find wasted ad spend?
It can highlight areas that may be inefficient, such as irrelevant search terms, overlapping campaigns or weak tracking. Whether spend is truly wasted depends on your objectives, data volume and business economics, so findings are verified with evidence.
How do you check conversion tracking in a PPC audit?
We inventory conversion actions, validate tags and events, look for duplicate or missing conversions, review attribution settings and, where available, compare platform data with backend or CRM records.
Do you audit Google Ads and Meta Ads campaigns?
We can review paid campaigns on major platforms. Tell us which ones you use and we will confirm what we can audit, since terminology and controls differ by platform.
Can you audit campaigns managed by another agency?
Often yes. We review structure, settings, tracking and performance data as provided, and share findings clearly. Access arrangements are agreed with you first.
What access do you need to audit my ad account?
Usually read-only or limited access granted through the platform’s own sharing settings, plus analytics or CRM data where relevant. Never send passwords or API keys by form or email.
Does a PPC audit include optimisation and ongoing PPC management?
An audit identifies and prioritises opportunities. Implementation and ongoing campaign management are separate and are included only where agreed.
How do you prioritise PPC optimisation recommendations?
We weigh potential business impact, confidence in the finding, implementation effort and dependencies. Issues that affect measurement or delivery usually come first because other decisions depend on them.
Can a PPC audit guarantee better ROAS or lower CPC?
No. An audit can improve clarity and prioritise actions, but results depend on implementation, competition, data quality, market conditions and your business economics.
Before you spend more, understand what you have.
Let us examine your campaign structure, targeting, tracking and customer journey to find what is worth investigating first.