Master PPC Audits – A Full Walkthrough

Running PPC campaigns without regular checkups is like driving a car without a dashboard. You may get somewhere, but you won’t know if your engine is overheating, your fuel is running low, or your tires are wearing out. 

A PPC audit tells you what’s working, what’s wasting budget, and where you can improve. Whether you’re optimizing your first Google Ads account or managing dozens across clients, a solid PPC audit can make or break campaign performance.

Our PPC audit guide is a step-by-step breakdown for anyone looking to gain control of their advertising performance. If you’re wondering how to conduct a complete PPC audit, this walkthrough has you covered.

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Why a PPC Audit Matters

Algorithms evolve and so does user behavior. A review helps you align campaigns with your goals, fix inefficiencies, and stay ahead of the curve.

Audits aren’t just about fixing problems. They’re about identifying opportunities. Sometimes, a big win comes from small tweaks that only become obvious after taking a closer look.

PPC Audit Checklist

1. Define Goals
2. Review Account Structure
3. Check Campaign Settings
4. Evaluate Keywords
5. Review Ad Copy and Creative
6. Examine Landing Pages
7. Audit Conversion Tracking
8. Analyze Audience Targeting
9. Explore Device/Network Performance
10. Check Quality Score and Impression Rate
11. Budget Allocation and Pacing
12. Note Findings & Create Action Plan

1. Define the Goal of Your PPC Audit

Start with purpose. Do you want to reduce spend, improve conversion tracking, restructure campaigns, or prepare for a new product launch? A clear goal(s) helps you prioritize.

If you’re working with a client, ask the right questions:

• What are the top business objectives?
• Which metrics matter most?
• Any recent changes in products or services?

Your approach will vary based on whether the focus is on branding, lead generation, or eCommerce.

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2. Review Account Structure

A clean structure makes everything easier. Disorganized accounts are harder to manage and scale.

Look at how the account is segmented:

• Are campaigns named consistently?
• Are ad groups tightly themed?
• Do keywords match ad copy & landing pages?

Group similar products or services together. Avoid broad ad groups with scattered themes. Use naming conventions to reflect campaign purpose, channels, and strategy.

Pro tip: Use labels to organize campaigns by funnel stage, match type, or audience.

3. Audit Campaign Settings

Campaign settings may quietly hurt your performance. Check the following:

• Are you solely targeting the regions where your product is available?
• Is language aligned with your audience?
• Are your top-performing campaigns getting enough budget?
• Are you using manual or automated bidding appropriately?
• If testing ads, is it set to optimize for the best performing?

Also, review start and end dates. Make sure no campaigns are running past their intended timelines.

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4. Evaluate Keywords

This is where money often leaks. Dive into keyword performance:

• Which keywords spend with no conversions?
• Are match types being used effectively?
• Are there any redundant or duplicate keywords?
• Is there keyword cannibalization between campaigns?

Pause/remove underperformers. Tighten match types where necessary. Negative keywords should be used aggressively to filter out irrelevant traffic.

“Search terms” reports are especially useful here. Look at actual queries that triggered your ads. You may uncover untapped opportunities or discover you’re paying for the wrong clicks.

5. Review Ad Copy and Creative

Good ads attract clicks. Great ads convert. Check your ads for:

• Relevance: Do headlines and descriptions align with user intent?
• Clarity: Are your calls to action strong and easy to understand?
• Variations: Are you running enough versions to test performance?
• Approvals: Any disapproved ads that are holding back campaigns?

Use responsive search ads. Make sure combinations make sense and aren’t repetitive. Also, check for outdated offers/promotions. These can damage credibility fast.

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6. Examine Landing Pages

Clicking the ad is only half the journey. The landing page needs to finish the job. Analyze landing pages for:

• Load speed: Slow pages lead to drop-offs.
• Message match: Does the content reflect the ad promise?
• Mobile experience: Is it smooth and user-friendly?
• Conversion elements: Are forms/CTAs/checkouts working properly?

Use heatmaps or session recordings if available. Even small layout issues can hurt conversions.

7. Audit Conversion Tracking

You can’t improve what you can’t measure. If your tracking is off, everything else becomes guesswork. Steps to follow:

1. Check if Google Ads & Google Analytics are linked correctly.
2. Verify all conversion actions. Are you tracking the right goals?
3. Test tracking tags and pixels. Use tools like Google Tag Assistant.
4. Compare data sources. Do conversions in Ads match what you see in Analytics or your CRM?

Set up micro-conversions too, such as time on site or form starts. These give additional insights even if a final conversion doesn’t happen.

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8. Analyze Audience Targeting

Reaching the right people matters more than reaching more people.

Look at how audiences are used:

• Are you using remarketing lists?
• Are in-market or affinity audiences part of the strategy?
• Is demographic targeting helping or hurting performance?
• Are lookalike/similar audiences being tested?

A layered audience with keywords can improve relevance. Also, review exclusions. You might be wasting impressions on unqualified traffic.

9. Explore Device and Network Performance

Performance often varies by device or network. Segment your reports:

• Are mobile users converting at the same rate as desktop?
• Should tablet bids be reduced?
• Are display campaigns or search partners delivering results?

Use this data to adjust bids or even exclude segments that underperform. Some campaigns benefit from being split by device entirely.

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10. Examine Quality Score and Impression Share

These hidden metrics tell you a lot about ad health.

Check:

• Quality Score breakdowns for your top keywords.
• Impression Share losses due to rank or budget.
• Ad relevance and landing page experience.

Improving these areas can lower cost per click and improve overall visibility.

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11. Budget Allocation and Pacing

A budget misalignment can quietly drag down your best campaigns.

Look at month-to-date spend:

• Are budgets being used efficiently?
• Are some campaigns capped early in the day?
• Is there leftover budget in underperforming campaigns?

Shift budgets based on ROAS or CPA performance. Consider dayparting to avoid wasting spend during low-converting hours.

12. Document Findings and Make an Action Plan

After reviewing each part of the account, it’s time to organize your findings.

Create a document with:

• Strengths: What’s working well?
• Weaknesses: Where is performance lagging?
• Opportunities: What can be improved?
• Action Items: What changes will you implement and when?

Set timelines for changes. Assign responsibilities if working in a team. Track results to evaluate the impact of your fixes.

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Learning how to conduct a complete PPC audit isn’t just about cleaning up an account. It’s about sharpening your strategy, making data-backed decisions, and building a framework you can rely on for long-term performance.

Whether you’re managing $1,000 or $1 million in ad spend, the principles are the same: clarity, accuracy, and relevance. Doing this regularly helps you stay in control, reduce waste, and grow results consistently.

So if you’ve been wondering how to do a PPC audit, start here. Set time on your calendar for regular audits, and keep adapting your approach as platforms and user behavior evolve.

Search engine visibility matters. A PPC audit ensures you’re not flying blind.

Want to dive deeper? Bookmark this PPC audit guide and use it as your checklist every quarter.