PPC Audit: Find Where Your Ad Budget Is Being Wasted

Most Google Ads accounts waste 30–50% of their budget on irrelevant searches, poor Quality Scores, and broken conversion tracking. A PPC audit identifies exactly where money is being lost and provides a prioritized action plan to recover it — before spending another dollar on a broken account.

WasteWasted Spend Identified

QSQuality Score Analysis

ActionPrioritized Fix Plan

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What the PPC Audit Examines

Account Structure Review

Campaign hierarchy, ad group organization, keyword theme grouping, and SKAG (Single Keyword Ad Group) assessment — identifying structural issues that fragment Quality Score or dilute ad relevance.

Keyword & Negative Keyword Audit

Search term report analysis to identify irrelevant queries triggering ads, match type misuse, cannibalizing keywords, and missing negative keywords — often the single biggest source of wasted budget.

Quality Score Diagnosis

Component-by-component Quality Score review (expected CTR, ad relevance, landing page experience) for all low-QS keywords — with specific recommendations to raise scores and reduce cost-per-click.

Conversion Tracking Verification

Conversion action audit — verifying that conversion tags fire correctly, no duplicate conversions are being counted, goals align with actual business outcomes, and attribution model matches sales cycle length.

Frequently Asked Questions

What does a PPC audit check?

A PPC audit reviews: account structure (campaigns, ad groups, keyword organization), keyword performance (waste, gaps, match type issues), Quality Scores and their components (expected CTR, ad relevance, landing page experience), negative keyword coverage, ad copy performance, conversion tracking accuracy, bidding strategy alignment with goals, and budget allocation efficiency across campaigns.

How quickly can a PPC audit improve results?

Some improvements are immediate — adding negative keywords, pausing wasted spend, and fixing conversion tracking can show results within the first week after implementation. Structural changes (campaign reorganization, ad copy testing) take 2–4 weeks to accumulate enough data to measure impact. A complete audit implementation typically reduces cost-per-conversion by 20–40% within the first 60 days.

What access do you need for a PPC audit?

Read-only access to your Google Ads account via the Google Ads manager account sharing feature — no login credentials are required or requested. For a complete audit, read access to Google Analytics 4 (linked to the Ads account) is also helpful. The audit does not require making any changes to your live account.

Know Exactly Where Your Ad Budget Is Going

Stop guessing why your campaigns are underperforming. Get a clear, data-backed diagnosis and a prioritized plan to fix it.

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