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PPC Audits And Paid Search Strategy
PPC audits & strategy · Canada & United States
Get a clearer diagnosis before you rebuild an account or increase its budget. Our paid search audits examine the connection between targeting, measurement, spend, and the outcomes your business needs.
Start with the questions behind the numbers
A rising CPA, weak lead quality, or stalled return can have several causes. The purpose of an audit is to identify what the available evidence supports, what remains uncertain, and which changes should be investigated first.
What we review
Measurement
Primary and secondary goals, forms, calls, purchases, duplicate actions, and how reported conversions relate to business value.
Search intent
Queries, keywords, match types, negative keywords, and whether traffic matches the offer and customer journey.
Account structure
Campaign segmentation, overlap, geographic targeting, and whether the structure makes performance understandable.
Budget and bidding
Spend allocation, pacing, bidding inputs, and whether budget decisions reflect reliable outcomes.
Ads and landing pages
Message relevance, offer clarity, and the path from a search to an inquiry or purchase.
Lead or revenue quality
Available sales feedback, qualification signals, purchase value, and gaps between platform reporting and business results.
What you receive
- A summary of the main findings and the evidence behind them.
- A prioritized action plan that distinguishes immediate corrections from tests and longer-term work.
- An explanation of measurement gaps and the information needed to resolve them.
- A walkthrough of recommendations, responsibilities, and possible next steps.
The exact deliverables and turnaround are agreed after reviewing account size, platforms, access, and the depth of analysis required.
What happens after the audit
You can use the recommendations with your existing team or discuss an implementation engagement. An audit does not automatically include campaign changes, a tracking rebuild, or ongoing management; those responsibilities are defined in the agreed scope.
An example of the reasoning
In a previous role, Igor worked on a moving-company account where campaign changes focused on service and location intent. The account reported 50% more conversions without additional ad spend. Read the account example and its limitations →
Questions before we start
Can you audit an account managed by another agency?
Yes. A review can provide another perspective on the account and its measurement. You remain responsible for arranging the appropriate access and any agreements with your current provider.
Will you make changes during the audit?
The audit scope should state whether implementation is included. A diagnostic review can be completed without campaign changes.
Is the initial strategy call a full audit?
No. The initial conversation helps clarify your goals and whether there is a fit. A full audit requires an agreed scope, account access, and analysis.
What do you need from us?
Business objectives, the advertising platforms in use, the concerns you want addressed, and relevant performance or lead-quality context. Account access is arranged after the scope is agreed.
Get a clearer diagnosis
Share your business, advertising context, and the problem you want to solve. We review your inquiry, then arrange a strategy conversation if there is a fit.
Request a strategy call