PPC Strategy & Audit
Google Ads and Microsoft Ads reviewed, tightened and lined up to your goal.
PPC and paid search strategy for Google Ads and Microsoft Ads that’s built to bring in real enquiries, orders or stock, not just clicks.
If you’re already spending on Google Ads or Microsoft Ads and you can’t clearly see what it’s returning, it’s time to audit the account and set a clearer PPC strategy. We look at structure, targeting, keywords, negatives, assets, landing pages and tracking so the money goes to what works and the waste gets cut.
Why do a PPC audit?
You might already be spending on Google Ads or Microsoft Ads.
The numbers look busy but the leads aren’t. Or the agency report says everything is green but your CRM doesn’t match it.
A focused PPC audit tells you where money is being wasted, whether campaigns are set up in line with your goal, and how to make paid search profitable instead of noisy.
Cut the waste and protect budget.
Most Google Ads and Microsoft Ads accounts lose money in the same places: search terms that don’t match what you sell, locations set too wide, brand searches mixed in with generic, and no proper negatives for job seekers or DIY searches.
In a PPC audit we go through the search terms and tighten them, add the obvious negatives, separate brand from non brand and remove areas you don’t serve. Once the wasted spend is under control, every improvement after that goes further.
We do this for both Google Ads and Microsoft Ads so you can see where each platform is pulling its weight.
Make ads, pages and tracking line up.
Paid search can only perform if the ad promise and the landing page match, and if conversions are counted properly.
If your landing pages are thin, slow, hard to use on mobile or don’t say what the ad said, we flag that. If calls and forms aren’t being tracked in GA4 or in your call tracking tool, we flag that too. We’re not trying to rebuild your whole site. We’re trying to make sure people land on a page that answers the query and that every call, form or quote request is recorded.
This is where POAS comes in. Return on ad spend looks fine until you find out half the conversions were button clicks. When tracking tells the truth you can judge ads on profit, not just platform numbers.
Google Ads & Microsoft Ads where they actually help.
Plenty of PPC agencies just copy Google into Microsoft and call it done. We don’t. We look at demand, what you sell and how people search in your sector, and decide where each platform fits.
Google Ads usually carries the volume. Microsoft Ads is often overlooked but can bring in similar intent at lower competition.
If it deserves budget, we’ll say so. If it doesn’t, we won’t. The point of a PPC strategy is to put spend on the channels that can return, not to run everything for the sake of it.
What you get.
You won’t get a 60 page audit or a load of tool screenshots.
You’ll get the bits that actually help you fix and grow paid search.
A clear view of where budget is being wasted right now.
Priority fixes for campaigns, keywords, ads and locations.
Landing page and follow up recommendations so good clicks don’t get lost.
Tracking checks so Google Ads and Microsoft Ads tell the same story as your CRM.
A simple order of play that your in house team or current agency can action.
Make PPC work the way it should.
If clicks, calls or form fills aren’t where they should be, or you’re not convinced your current Google Ads or Microsoft Ads setup is giving you the full picture, tell us a bit about the accounts you’re running and what you want to achieve.
We’ll look at it and get back to you as soon as we can.
Rather have a chat?
Give us a call or book a time for us to call you back when it suits you.