New format
Ad campaign audit: why, stages, and what to check
An ad campaign audit diagnoses settings, stats, and optimization processes — why KPIs miss and what to change. It’s not only an error list; it should also call out what’s working in the account.
Below: typical reasons to order one, three stages (tech → analytics → conclusions), and what to check in Google Ads and similar accounts. UIs change; the checklist by meaning stays.
Why people order an audit
Typical motives: CPA/ROMI not hit; the client can’t read the account and wants it profitable; it feels like it used to be better; checking their own team; wanting a fresh strategy when numbers already work.
Motive sets depth: some need a tech review, others a strategy rebuild and budget priorities.
Technical stage
Check account, campaign, ad group, ad, and keyword settings: geo, language, schedule, devices, negatives, extensions, goals/conversions, UTM, moderation status, duplicates and overlaps.
Many critical errors mean rebuild the structure — don’t polish KPIs on top of noise. Otherwise analytics will count garbage.
Tech-check base:
- goals and conversion correctness
- geo and exclusions
- campaign structure by intent
- negatives and search terms
- ad → landing page match
- budgets and limits without accidental cutoffs
Analytical stage
See whether KPIs are hit, how budget is split across campaigns, and whether regular work happens. Account for seasonality, conversion lag, other channels, and assisted paths — not only last click.
Account work should include: search-term review, bid strategy tests, display/placements, devices and geo, ad and extension updates, keyword quality, remarketing/audiences, turning off what’s ineffective.
Checklist questions:
- Are KPIs hit? If not — where’s the break
- is optimization regular or set-and-forget
- does budget follow priorities
- what will drive the next lift
How to deliver the result
Assemble short conclusions and a proposed strategy in plain language. Details go in the appendix. Note account strengths: that’s fairer and more useful for the next campaigns.
An audit without an action plan is just a diagnosis. Lock fix priorities and expected effect in the client’s KPI terms.
FAQ
When do you need an audit?
KPIs don’t add up, it’s unclear where the money goes, results got worse over a period, you want a second pair of eyes, or a growth plan when the numbers already look fine.
What if the account tech is a mess?
Often it’s cheaper to rebuild the structure than to “tweak” chaos. Fix the base first, then dig into KPI analytics.
Google Ads only?
Same logic for Yandex Direct and other accounts: settings → economics → regular work → a clear report.
What’s a “normal” conversion rate?
It depends on the niche and how you define a conversion (lead vs purchase). Compare with your own past period and unit economics — not someone else’s “market average.”
What should the client get?
A short conclusion and strategy (a few slides) plus an appendix with details. No jargon wall on the first screen.
Is an audit a one-off?
It’s a snapshot. Next come regular jobs: queries, negatives, bid and ad tests, budget reallocation.
Ads spend grows — and still unclear why KPIs miss?
We’ll audit tech, economics, and optimization rhythm — short strategy for the client, not only a bug list.
Discuss the task
