PPC Audit

What Is a PPC Audit?

A PPC audit is an analysis of your paid media program to determine how it could be optimized to get a better ROI for the ad dollars spent. PPC account audits should happen on a routine basis to maximize the performance of your PPC strategy.

Auditing your pay-per-click campaigns is one of the most beneficial things you can do.

Consider how much of your ad spend you might be wasting if you’re not managing your PPC effectively? Did you know that 61% of ad spend is wasted.

How Do You Do a PPC Audit?

Every PPC audit is bespoke with goals of improving your accounts’ performance, lower cost per clicks, increase click through rates and conversions and will depend on the particular requirements of your business.

Paid media channels

Selected Channels & Media Mix

Now, there are many digital advertising channels to reach your customers. You need to determine what the best option is for your brand. That depends on your target audience and the message you’re trying to communicate.

A few examples in Adwords would be:

  • Search
  • Display/Audience
  • Partner Networks

You have to analyze the audience on every platform and understand their nature to be able to select the right channel to allocate your marketing budget over multiple mediums of communication in the most effective and efficient way.


Before running any campaign you need to verify that the website is connected to Google Analytics properly. We’ll check that conversion tracking has been set up to record key metrics and goals such as bounce rates, duration of sessions, store visits, purchases, sign-ups and form submissions are attributed correctly. As well as if there may be more configurations that would yield more valuable insights into customer behavior.

Selecting Date Range

The first step to creating a PPC audit is to set the date range ensuring that you have enough data to analyze.

The start of a PPC campaign is crucial, and it requires constant decision making to fully optimize ads, high converting landing pages, etc, but a month isn’t enough time to analyze how well your changes are taking effect.

It’s best to choose a wider set of data to ensure you can accurately measure results over time. A rolling 3-months is typically a good snapshot.

Account Structure & Organization Audit

The highest level, and possibly most important, audit you can perform is the account structure & organization. The purpose is to review and ensure you are targeting the right locations, users, and keyword match types.

Campaign Settings

While auditing your campaign’s settings you will be checking your ad rotations, shared budgets, and determining appropriate bid modifiers. Considering seasonal trends, modifiers, and features constantly evolve it’s important to not, “set and forget”.

Budget and Bid Management

Your bidding strategy is highly dependent on your campaign goals. You may have to start with Manual CPC, and once you’ve collected enough data, switch to an automated strategy based on your goals (clicks, impression share, conversion, conversion value).


Detailed Demographics (such as homeownership and education) are available as audience types. You can add Detailed Demographics to an ad group or a campaign.

location targeting

Location analysis helps you figure out where to move funds to drive the most successful results for your Google Ads campaign. Google Ads allows you to see the different cities where your ad appears.

This helps you see where you can increase ad spend. If certain cities are driving better results than others, you can allocate more funds towards ads in those cities because you know you’ll get more with your return on investment.

Device usage

For Display and Video campaigns, you can target specific device types, operating systems, device models, and ad inventory (spaces where publishers allow ads to run), as well as carriers and wireless networks. Some of these advanced mobile and tablet options aren’t available for other campaign types.

Keyword & Matched Queries

We’ll look at keywords from a campaign level on down to identify relevance, search intent and performance of the keywords.

We will make sure that your ad groups are set up with search terms you need to target and exclude (negative keywords), containing the number of ad variations necessary to measure content performance.

We’ll pay close attention to keyword attributes being used like broad match, phrase match, exact match, and broad match modified. Ensuring that you have paired the best keyword and match type with the appropriate ad is imperative.

Something often missed is to optimize for long-tail keywords. These long-tail keywords help drive more relevant leads to your page. If you aren’t currently using long-tail keywords in your campaign, now is the time to optimize for better keywords. It will help you create a more effective campaign for your business.


We’ll analyze your ad copy and review how well the creative and messaging reflect your brand and the products and services you are offering.

Google AdWords has five different extensions that may be used in conjunction with your ads at no additional cost. These extensions are; Site link extensions, callout extensions, call extensions, location extensions, and review extensions.

If you are currently running a pay-per-click campaign and do not have any ad extensions implemented, you will want to take the time to go through each extension and apply them to your ads.

We’ll let you know if your ads are optimized for best performance and whether you’re testing enough ad variations to learn what’s working.

Landing Pages

We will also review your landing page design and strategy to check you’re sending potential customers to highly relevant pages.

Page speed is also important and it’s important to make sure your landing pages load fast for a positive user experience. Find out more about Speed Optimization here (like to cohosta speed audit)


Key performance indicators measure how well an account is meeting its objectives.


Impression Share

If your ads are receiving a low impression share we will advise you how to maximize that share by improving your quality score and reviewing your bidding strategy.


Conversion Rates

A high CTR with a low conversion rate means that the information your audience sees in the search results is relevant, but once they click on it, your landing page isn’t as relevant.

Monitor both of these metrics in conjunction with one another to see where you could possibly be falling short.


Click-Through Rates (CTR)

CTR to see if people are interested in your ad. This tells you how many people see your ad in the search results and choose to click on it.



Companies don’t want to waste money. If you’re going to invest time and effort in different digital marketing strategies, you want to ensure that it’s well worth your money. When your campaign isn’t optimized properly, you risk having a high wasted spend.

We show you different aspects where you miss out on conversions or spend too much money to obtain leads.

EWR is an official Google Partner

Google Partner – Certified PPC Specialists

We have years of experience in managing PPC campaigns across Google Ads, Microsoft Advertising (formerly Bing Ads) and other social media networks where you can run ads and use remarketing pixels.

We are an industry-leading PPC agency with over 23 years’ experience delivering outstanding PPC services to companies across all industry sectors.

Get a Comprehensive PPC Audit Today

Interpreting all the data you collect is important for making informed business decisions and long-term strategic planning. We help you sort through all the information and provide valuable insights into what’s important.

Pricing is based primarily on the size of your account/campaign(s). We need to know:


Number of active campaigns


Number of keywords


What type of tracking tools you have in place (and how long you’ve had them in place)

Contact us today and we’ll get you a quote fast!

Service Information


Is a PPC Audit really effective?

Yes! Even if your ads are performing up to your standards there is likely still room for improvement. The market and best practices for PPC ads is always changing, which means if you have optimized your ads in the last 6 months you’re falling behind.

What does the PPC Audit reveal?

Your PPC Audit shows you the areas you should optimize and which ones are the highest priority.

What platforms are most common?

  • Google Ads
  • Google Display
  • Microsoft Ads
  • Retargeting

Can you help me implement the action items listed in my PPC audit?

Absolutely! Our Paid Media team can assist you in implementing all of the changes we outline in your audit. We’re a one-stop shop for all your PPC needs.




5 business days from start of project



A Spreadsheet detailing prioritized action items to implement to improve performance and roadmap




A Different Approach to Digital Marketing - EWR Digital

Optional Pay Per Click (PPC) Audit Implementation

The recommendations report we provide gives you everything you need for implementation; however, if you prefer our team can also perform the implementation (billed hourly—varies based on account size). Implementation can include (but is not limited to): setting up more advanced tracking and reporting tools, adding keywords, changing keyword match types, adjusting bids, adjusting account settings, creating new ad copy and ads, revising landing pages and/or creating new landing pages and more!