Paid acquisition

Google Ads and Bing Ads Audit Services

I audit Google Ads and Bing Ads accounts to show what is worth fixing first before the team commits to cleanup, restructuring, or ongoing management.

The goal is a clear outside read on what is happening, what matters most, and what should happen next.

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Featured Google Ads and Bing Ads Audit Results

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$40K/mo Regional PPC Account Restructure

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Project description

The account had enough spend to produce data, but campaign overlap, loose targeting, and inconsistent query control were making the budget harder to read.

Approach

Rebuilt campaign structure around lower-funnel intent, tightened location controls, improved bidding inputs, and reduced internal competition between campaigns.

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Results

-42% CPA-38% spend+7% conversions

Skills & deliverables: Account restructuring, Search intent mapping, Geo cleanup, Bidding inputs, Reporting

What I Do

Account Readout

Plain-language summary of what the account is doing now
Conversion actions checked against the decisions they are guiding
Campaign structure interpreted without assuming a rebuild is needed
Findings grouped by likely impact, not by platform menu

Spend and Search-Term Findings

Query quality checked and useful intent separated from low-fit searches
Negative keyword gaps and match-type drift identified
Location, schedule, and audience settings checked
Budget movement tied back to services, offers, and lead quality

Page and Conversion Path Findings

Ads and landing pages checked against the same intent
Checks for offer mismatch between keyword, ad, and page
Weak landing-page paths flagged where they hurt paid intent
Conversion-path friction isolated where it hurts campaign efficiency

Fix List and Next Steps

Conversion action QA and tracking sanity checks
The account's real optimization targets checked
Prioritized findings with likely impact in plain language
Next steps sorted into cleanup, restructure, tracking, page, or management work

Where I Usually Start

I start with the account signals leadership is relying on.

Before judging performance, I look at conversion actions, tracking quality, campaign structure, search terms, landing pages, and whether the account is optimizing around the right events.

I find where the account is giving the wrong read.

The fastest audit value usually comes from search terms, match types, locations, negatives, budget allocation, and campaign settings that quietly pull spend away from useful intent.

I check whether the account and pages match.

Weak performance is not always a keyword problem. Sometimes the ad is promising one thing, the landing page is answering another, and tracking is rewarding a third.

I separate decision-critical fixes from optional cleanup.

An audit should produce a clear order of operations that shows what is wasting money now, what is blocking optimization, and what can wait.

I turn the audit into a next-step plan.

The useful output is not a long list of preferences. It is a plan for improving cost, conversion quality, spend control, and confidence in the account.

Google Ads and Bing Ads Audit FAQ

What do you usually look at in a Google Ads or Bing Ads audit?

I usually review search terms, negatives, match types, segmentation, settings, conversion actions, ad and page fit, bidding inputs, and whether the account structure makes useful decisions easier.

Do you only audit, or can you fix the account too?

I can do either. Some teams want an outside read and plan. Others want help with the cleanup, tracking work, page fixes, or rebuild after the audit is finished.

How detailed is the audit?

Detailed enough to be actionable. I am more interested in a clear priority order and strong reasoning than in producing a huge report full of low-value observations.

When is an audit better than full management?

It is often the better first step when the team needs an outside read before changing everything, when performance has drifted, or when you want to know whether the account needs cleanup, tracking repair, page work, restructuring, or management.