A forensic audit of your current paid spend — campaign architecture, conversion tracking, bid strategy, cost-per-booked-job, and wasted spend. The honest picture of what your ad budget is actually producing.
PPC dashboards are full of green numbers that don't tie to revenue. Clicks. CTR. Impression share. Quality Score. Meanwhile the phone isn't ringing, the form fills aren't qualified, and nobody can explain where the actual booked jobs came from. The audit fixes that.
The dashboard says the campaign is "performing well" while the business owner watches lead volume stay flat. Clicks aren't customers.
Or missing. Or counting events that aren't actually conversions. Whatever the algorithm is optimizing toward isn't what you sell.
Branded keyword campaigns competing with your own organic listing. Every dollar there is a dollar already won, paid for twice.
Some campaigns are subsidizing others. Without per-campaign cost-per-booked-job, you can't see which ones to scale and which to kill.
The audit covers every surface where your paid spend lives — Google Ads, LSAs, Meta — and every part of the funnel that determines whether a click becomes a booked job.
Campaign structure, ad group themes, naming conventions, match type strategy. The skeleton that determines whether the algorithm can learn or stays confused.
Conversion events, GA4 integration, call tracking, form attribution. The wiring that determines whether the platform is optimizing toward booked jobs or vanity actions.
Keyword targeting, search terms report, geo-targeting, audience targeting. Where your dollars are landing — and whether those impressions are even your customers.
Ad strength, headline relevance, CTA quality, ad extensions, A/B testing. The signal that determines whether the algorithm gives you good positions cheaply or punishes you with high CPCs.
Landing page relevance, Quality Score factors, mobile experience, page speed, conversion structure. Most paid spend leaks at the landing page; we find the leaks.
Cost-per-booked-job by surface, ROAS by service line, daily spend allocation, wasted-spend identification. The end-of-funnel math that determines whether the paid program is worth running at all.
The PPC audit moves faster than the SEO audit — paid accounts surface their problems quickly once we have access.
Kickoff call, account access (Google Ads, LSA, Meta), CRM access, current-state snapshot. The starting baseline captured.
Campaign structure, ad group themes, naming, segmentation. The skeleton evaluated for algorithm-readiness.
Conversion events, GA4 wiring, call tracking, form attribution, offline conversion import. Every conversion signal validated end-to-end.
Keyword performance, search terms mining, geo & audience analysis, ad creative scoring, landing page review. Every layer of the funnel scored.
Branded-keyword cannibalization, irrelevant search terms, geo-targeting waste, audience overlap. Every dollar that shouldn't be spent surfaced.
90-minute delivery call with the scored audit, the wasted-spend ledger, and the prioritized recommendations. Documents handed over.
Multi-location PPC audits surface location-level inefficiencies that hide in aggregate reports — geo-targeting overlap, budget cannibalization between locations, conversion tracking that's right at one location and wrong at another. Franchise systems get the franchisor-spend vs franchisee-spend split.
About 2 weeks from kickoff to delivery on a standard single-location audit. Multi-location and franchise audits scale with account count.
Yes — read-only access at minimum for Google Ads, LSA, Meta Business, GA4, and your call tracking platform. CRM access helps close the loop on offline conversions. We never use agency-owned account structures that put your data at risk.
Almost always. The most common waste category isn't bad targeting — it's broken conversion tracking that's making "optimized" campaigns optimize toward the wrong outcome. Agencies that aren't watching the tracking layer wouldn't catch it.
That's usually one of the first findings. Broken or partial tracking is by far the most common waste-cause we find. The audit documents the gaps; engagement onboarding includes the rewire.
Yes — the audit covers Google Ads, Google Local Services Ads, and Meta (Facebook/Instagram) by default. Microsoft Ads, TikTok, and other surfaces can be added on request.
All three core paid surfaces — Google Ads, LSA, Meta — by default. We do a single-platform audit on request, but the cross-platform picture usually surfaces issues that single-platform audits miss (like budget cannibalization across surfaces).
Yes. PPC Audit is one of four audits in the Local Intelligence engagement — the others being Local SEO Audit, Local SEO Competitor Analysis, and PPC Competitor Analysis.
Paused accounts can still be audited — the historical data tells the story. Active accounts surface live waste; paused accounts surface why the program stalled. Either way, the audit produces a documented picture and a tactical recommendation for re-launch.
Local Intelligence runs four audits total. This is one. The other three:
Your own local SEO — website, GBP, citations, schema, content, authority, ranking. The 100-point inspection of your assets.
The other side of the table — competitor authority, citations, links, content, GBP density across your top 5 SEO competitors.
Competitor ad creative, keyword targeting, estimated spend, landing pages — across Google Ads, LSAs, and Meta.
This is part of how we run local paid search. See our Paid Search (PPC) services →