How to Audit a PPC Campaign – Step-by-Step Guide for Better Performance
PPC advertising isn’t a “set it and forget it” system. Even a well-structured campaign can bleed money if it’s not regularly reviewed. That’s why auditing your PPC campaigns is essential to keeping performance high and cost low.
In this guide, we’ll walk you through a step-by-step PPC audit process that you can apply to platforms like Google Ads, Bing Ads, or even Facebook Ads.
✅ 1. Review Your Campaign Goals
Start by checking whether your original campaign objectives still match your business goals:
Are you focused on brand awareness, traffic, or conversions?
Are your key performance indicators (KPIs) still relevant?
Clarifying this ensures your audit is aligned with what matters most.
✅ 2. Check Account Structure
A well-organized PPC account is easier to manage and optimize.
Campaign > Ad Groups > Keywords > Ads – is your structure logical?
Separate branded vs. non-branded keywords
Group keywords by theme/product/service
👉 Tip: Each ad group should focus on a tight set of related keywords.
✅ 3. Analyze Keyword Performance
Dig into your keyword metrics:
High CPC but low conversions? Pause or adjust.
Irrelevant search terms? Add as negative keywords.
Are match types (broad, phrase, exact) being used correctly?
Remove low-performing keywords and focus your budget on what converts.
✅ 4. Evaluate Ad Copy
Review your ad headlines and descriptions:
Do they match the searcher’s intent?
Are CTAs (Call-to-Actions) compelling?
Are you testing multiple ad variations?
👉 A/B test ad copy regularly to see which messaging works best.
✅ 5. Check Landing Pages
Even if your ads are great, poor landing pages ruin conversions.
Is the landing page fast and mobile-friendly?
Does the content match the ad promise?
Is there a clear CTA?
Use tools like Google PageSpeed Insights and Hotjar for deeper insights.
✅ 6. Review Bidding Strategies
Are you using manual or automated bidding? Evaluate:
Target CPA/ROAS settings
Are you overspending on low-value clicks?
Are bids aligned with your keyword priorities?
Consider testing different bidding models for better efficiency.
✅ 7. Check Budget Allocation
Make sure your budget is:
Spent across campaigns that are performing well
Not wasted on underperforming or paused campaigns
Adjusted seasonally or for promotions
👉 Use Dayparting (ad scheduling) to show ads when users are most active.
✅ 8. Review Audience Targeting
If you're using display or remarketing:
Are audiences properly segmented?
Is targeting too broad or too narrow?
Are lookalike audiences converting?
Regularly refresh your audience segments based on new behavior data.
✅ 9. Audit Conversion Tracking
Ensure that conversions are:
Being tracked accurately (e.g., form fills, purchases, calls)
Mapped to the correct goals in Google Ads or Analytics
Not duplicated or missing due to broken tags
Use Google Tag Manager or Google Analytics for verification.
✅ 10. Create an Audit Report
Summarize your findings:
What’s working well?
What needs improvement?
What actions will you take?
A report helps stakeholders understand performance and ensures accountability for updates.
✅ 11. Set a Recurring Audit Schedule
Don’t wait until things go wrong. Set a schedule to audit:
Weekly: For budget pacing and major performance drops
Monthly: For keyword and ad review
Quarterly: For deeper analysis and restructuring
✅ Conclusion
A PPC audit isn’t just about finding flaws—it’s about unlocking opportunities. By regularly reviewing your structure, keywords, ads, and goals, you ensure your campaigns are running efficiently and delivering ROI.
Think of it as a health check-up for your advertising strategy—and do it often!