PPC account audits

The output should explain the findings, evidence, likely impact and recommended action for each issue. Recommendations should be prioritised so critical tracking and budget problems are addressed first. A clear implementation plan makes it easier to measure whether the changes improve performance. At Ascensor, we provide prioritised findings and an implementation plan so tracking failures and avoidable budget loss can be addressed first.

It should. An account cannot be assessed properly if conversions are missing, duplicated or based on low-value actions. Tracking should be tested across the advert platform, website and analytics setup, with primary conversions aligned to qualified leads or completed sales. At Ascensor, we test the account's priority conversion actions and checks whether they represent meaningful enquiries or completed ecommerce outcomes.

An audit can uncover irrelevant search terms, broad location settings, weak scheduling, duplicated targeting, poor landing pages and conversion actions that inflate reported results. Fixing these issues helps direct budget towards searches and audiences more likely to generate valuable outcomes. At Ascensor, we highlight problems such as irrelevant searches, weak location targeting, poor landing-page journeys and bidding or scheduling inefficiencies.

Accounts benefit from ongoing checks and a deeper audit after major changes, a handover or an unexplained fall in performance. The appropriate frequency depends on spend, campaign complexity and how quickly the market changes. High-spend accounts usually require closer monitoring. At Ascensor, we can carry out a deeper audit after performance issues, account handovers or major campaign changes, with ongoing checks shaped by spend and complexity.

An audit can review account structure, search terms, keywords, negative keywords, locations, devices, networks, adverts, assets, budgets, bidding, conversion tracking and landing pages. The scope should also consider lead quality or ecommerce revenue outside the advertising platform. At Ascensor, we review account structure, keywords, copy, budgets, locations, devices, bidding, conversion tracking and scheduling.

A PPC audit is a structured review of paid advertising accounts, campaign settings, targeting, adverts, budgets, bidding, landing pages and conversion tracking. It identifies wasted spend, measurement problems and opportunities to improve the quality and value of results. At Ascensor, our PPC audit examines the account as a commercial system, including the adverts, targeting, landing pages and measurement behind reported results.