Advertising platforms can report clicks, conversions and improving performance while the underlying evidence tells a different story. A real audit verifies the evidence chain before it optimizes the spend.
A conventional PPC audit focuses on campaign structure, keywords, bids, budgets, creative and wasted spend. Those elements matter — but they mislead when conversion tracking is incomplete, attribution is inconsistent, placements are poor quality, or platform results can't be reconciled with analytics and lead outcomes.
The audit may include Google Ads, Meta Ads, Microsoft Ads, GA4, Google Tag Manager, landing pages, CRM data, call tracking and other available records. When evidence is missing, we identify the limitation. We don't replace it with an assumption.
Most paid media reviews begin by asking how to improve performance. We begin by determining whether the reported performance can be trusted — a five-stage audit, run in order.
Are the systems recording what the organization believes they are recording?
Is the media actually aimed at the intended people, searches, locations and contexts?
Where did the media run, and what happened after the interaction?
Once the evidence is sufficiently trustworthy, where is budget being wasted or underused?
Do advertising claims agree with the outcomes that matter to the organization?
Where the data is available, we compare media results with lead quality, sales stages, revenue, membership, appointments, calls, store visits or other defined outcomes.
The goal is not the longest possible checklist. It's to identify the issues that materially affect trust, performance and decision-making.
Depending on scope and access, we reconcile evidence from across the system — and when sources disagree, the discrepancy is the finding.
Google Ads may be part of the scope, but the audit is broader. A Google Ads audit examines the account itself. A paid media audit also determines whether tracking, analytics, website behavior, lead records and business outcomes support what the account reports.
Yes. Scope can include Meta campaign setup, audiences, placements, creative, conversion events, Pixel or Conversions API measurement, GA4 behavior and available lead outcomes.
Read-only account access provides the strongest view, but an initial audit can also use exports, screenshots, analytics reports, tagging documentation and CRM data. Any limitation created by missing access is documented.
Not from one signal. The audit can identify patterns consistent with low-quality or potentially invalid delivery and specify the evidence needed for validation. A definitive conclusion may require click logs, invalid-traffic records, vendor documentation or other evidence not available in standard platform reports.
Yes. Recommendations are tied to findings and ordered by evidence strength, business relevance and corrective priority. We don't recommend optimization based on data that hasn't first been evaluated for trustworthiness.
When you want it run on your own account — measurement, targeting, delivery and outcomes examined against the evidence.