Home / Services / PPC Audit
SERVICE 02 · AUDIT

Where the £ is leaking, sized.

A two-week, line-by-line teardown of your Google Ads & Meta accounts — wasted spend, tracking gaps, missing audiences, broken bid strategies. Every finding scored by £ impact. Finishes with a prioritised, costed 90-day roadmap your team can execute next Monday.

Book a discovery call How it works
// Engagement One-off audit
// Best for  Accounts spending £30k+/mo
// Deliverables 28-page report + 90-day roadmap
// You provide Ads + GA4 read-only access

Every account has 10–20% hiding in plain sight.

Most paid accounts are run by people who inherited them — keywords nobody added, audiences nobody excluded, conversions counting twice. The team is too close to see it; the agency doesn't want to admit it.

A good audit is specific, scored and shippable. Not a 60-page PDF of generic best practices — a list of findings with £ values, a fix for each, and a sequence that compounds.

I treat your account like I'd treat one of mine at b4b — looking for the obvious wins first, then the structural ones, then the ones that need a creative or tracking rebuild.

● 01 — What's included

The full measurement stack, end to end.

[ build + handover ]
// 01

Wasted spend scan

Search-term reports across 90 days, low-relevance keywords flagged, negatives proposed by ad group. Average recovery: 8–18% of monthly spend.

// 02

Tracking health check

Conversion goals reviewed for duplication, double-counting and missing offline data. The first place every audit pays for itself.

// 03

Bid & budget strategy

tCPA / Maximize Conversions / tROAS choices interrogated against actual conversion volume. Most accounts are on the wrong setting.

// 04

Creative & landing review

Ad copy, RSA asset coverage, and landing-page CRO basics scored against the top-3 competitors in the auction.

// 05

Competitor benchmarking

Auction insights, share of voice, impression share lost to budget vs rank — sized as missed-revenue opportunities, not just charts.

// 06

90-day roadmap

Every finding ranked by £ impact × effort. A clear week-by-week sequence so the team knows what to ship Monday morning.

● 01b — The findings, sized

Where the £ hides, by audit area.

[ median · last 18 audits ]
// wasted-spend-by-area.svg Real audit data
20% 15% 10% 5% 0% // % OF MONTHLY SPEND RECOVERED 18% 14% 11% 9% 7% 5% 4% Search-term waste Bid-strategy mismatch Audience overlap Conv. dedup / doubles Creative fatigue Geo + schedule PMax leak median recovery: 13%
// Sample size18 audits, 2024–2026
// Median recovery13% of monthly spend
// Audit ROI5–7× payback
● 02 — Process

Four weeks. Predictable.

[ fixed scope ]
// 01 Day 1–2

Access & kickoff

Read-only access to Ads, GA4, GTM. 45-min discovery call — your goals, your CFO's goals, what the agency keeps saying.

// 02 Day 3–7

Deep scan

Line-by-line review across campaigns, ad groups, keywords, audiences, conversions, tracking. Findings logged with screenshots.

// 03 Day 8–11

Score & size

Every finding scored £ impact × effort. Roadmap drafted, sequenced for compounding wins. Internal QA pass.

// 04 Day 12–14

Present & handover

90-min readout with stakeholders, full 28-page report, editable roadmap doc. Q&A. 14-day follow-up window included.

// Avg wasted spend found 13% Median across the audits I've run. Recovered budget alone typically pays for the audit 5–7× over.
// Findings per audit 45–70 Specific, scored, screenshotted. Not generic “add negative keywords” — actual keywords by ad group.
// Turnaround 14 d Kick-off to readout. Fixed price, fixed scope, fixed end date.
● 03 — Questions

What you're actually wondering.

[ click to expand ]
/ 01 Will my agency be embarrassed? +
Sometimes. The audit isn't a gotcha — it's a sanity check. Good agencies welcome it and use the findings to ship faster. The ones who get defensive are usually the ones who needed it most.
/ 02 Do you fix the findings too? +
The audit price is for the audit — findings, scoring and roadmap. Most clients take the roadmap to their in-house team or agency. If you want me to ship the fixes, that's a separate retainer (typically 8–12 weeks).
/ 03 What size account does this work for? +
Sweet spot is £30k–£500k/month on Google + Meta. Smaller than that, the recovery doesn't justify the spend. Larger than that, it's still useful but I usually scope a longer engagement.
/ 04 Multi-channel? Just Google? +
Standard scope is Google + Meta. Adding Microsoft Bing or LinkedIn is £500 each. Amazon and TikTok are scoped separately — they need different specialists in the room.
/ 05 What if there's nothing to find? +
Hasn't happened yet — but if I score < £5k in findings against your spend bracket, I refund 50%. The roadmap is still yours to keep. Skin in the game.

Find the leaks.
Plug the biggest one.

Book the audit See Tracking build → All services
● 04 — Related

Pairs well with.

[ other services ]
// 01Conversion Tracking // 03Lead Gen Campaigns // 04E-com Campaigns // 05PPC Strategy
© 2026 Ankit Saxena
PPC audit · 14-day teardown
← All services