Search advertising
PPC campaign audit
A PPC campaign audit reviews a paid search account, usually Google Ads, to find where money is wasted and what could work better. The most useful audits start with measurement: whether conversions are tracked correctly and consent is handled, because every other figure depends on it. They then look at the search terms that triggered ads, whether negatives are blocking irrelevant searches, how match types are used, whether campaigns are organised so budgets and results make sense, how ads and landing pages match the searches, what Quality Score components suggest, and whether the bid strategy suits the data available. The result should be a short list of fixes ranked by money at stake.
This page sets out what an audit checks, common findings and what you should receive. LetGetGrow sets up and manages Google Ads and LinkedIn Ads, including B2B campaigns, with the scope, management fee and reporting set out in a custom quotation.
Illustrative diagram
PPC audit
- Measurement
- Conversions tested
- Consent
- Spend
- Search terms
- Negatives and match types
- Account
- Structure
- Ads and landing pages
- Bidding
- Strategy fit
- Targets from value
What a PPC audit checks
| Area | Questions asked |
|---|---|
| Tracking | Are conversions real, counted once, with consent handled? |
| Search terms | Which searches spend without results? |
| Negatives | Are irrelevant themes blocked? |
| Match types | Are broad keywords matching unrelated searches? |
| Structure | Do campaigns and ad groups make budgets and reports clear? |
| Ads and pages | Do ads and landing pages answer the searches? |
| Bidding | Does the strategy suit the conversion data? |
Measurement comes first
Automated bid strategies optimise towards whatever is tracked as a conversion. If page views or button clicks are counted as leads, the account looks healthy while real enquiries stay flat. An audit should test each conversion action, compare a period of tracked conversions with your own records and check how consent is handled. Google describes consent mode as a way to pass users' consent status to Google, and ICO guidance says non-essential tracking on UK sites needs consent.
Search terms and negatives
The search terms report shows the searches that triggered ads. Reading several months of it, sorted by spend, usually reveals the clearest waste: job searches, free or DIY searches, competitors, unrelated products or areas you do not serve. The audit should list negative keyword themes to add, and check that existing negatives are not blocking searches that convert.
Common findings
Page views counted as leads
Bidding optimises the wrong thing.
Broad match with few negatives
Spend on unrelated searches.
One ad group for many services
Ads cannot match searches.
Every ad to the homepage
Searchers must hunt for answers.
How an audit runs
Access
Read-only where possible.
Output: Account access
Tracking
Test conversions and consent.
Output: Measurement findings
Spend review
Search terms, match types, negatives.
Output: Waste list
Account review
Structure, ads, pages, bidding.
Output: Improvement list
Report
Fixes ranked by impact.
Output: Action plan
Example: an audit for a removals firm
Illustrative example — not a client case study
Situation: A removals company spends steadily on Google Ads but enquiries have dropped.
- The audit finds the conversion action fires on the quote page loading, not on the form being sent.
- Search terms show spend on 'van hire' and 'removal boxes', neither of which the firm offers.
- The fix list ranks correcting the conversion first, then negatives, then separate ad groups for house and office moves.
What this shows: The firm could see real results and stop the clearest waste. This example is illustrative.
Audit checklist
Measurement
- Each conversion tested
- Tracked results match records
Spend
- Search terms reviewed by spend
- Negative themes listed
Account
- Ads match ad groups
- Landing pages match ads
Quality Score as a guide
Google lists three Quality Score components: expected clickthrough rate, ad relevance and landing page experience. It also says Quality Score is not an input in the ad auction. An audit can use the components as clues to where ads or pages could match searches better, without treating the score itself as the goal.
Bid strategy fit
Strategies such as Target CPA or Maximize Conversions need reliable conversion data. If tracking is weak or conversions are few, an audit may recommend a simpler strategy until data improves.
Landing pages
An audit should open the page each ad group sends people to, on a phone, and ask whether it answers the search. Google's advice on landing pages is to give people what they are looking for. Pages that load slowly, hide contact details or talk about something other than the search are common reasons clicks do not become enquiries, whatever the bids.
Ranking the fixes
A long list of observations is less useful than a short, ranked one. Tracking problems come first, because they distort everything. Then the largest themes of wasted search spend, then structural changes and ad or page improvements. Each fix should note the spend affected and the effort involved.
Questions about PPC campaign audit
What does a PPC audit check?
Tracking, search terms, negatives, match types, structure, ads, pages and bidding.
Why start with tracking?
Bidding and reports depend on accurate conversions.
Where is waste usually found?
In the search terms report.
Is Quality Score the goal?
No; Google says it is not an auction input. Use its parts as clues.
What access is needed?
Read-only access where possible.
What should we receive?
A short list of fixes ranked by impact.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- Google Ads Help: About the search terms report (opens in a new tab) — reviewed 2026-10-30
- Google Ads Help: About Quality Score (opens in a new tab) — reviewed 2026-10-30
- Google Ads Help: About consent mode (opens in a new tab) — reviewed 2026-10-30
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