PPC Audit & Paid Media Diagnostic

Find what's hurting your PPC — and what to fix first.

A structured paid media diagnosis — not a generic checklist. We uncover wasted spend, weak targeting, tracking gaps, and funnel misalignment, then rank every finding by impact so your next decision is clear.

Clearer performance diagnosis

Less wasted spend

Smarter next steps

Account Health Scorecard

Diagnostic

Health Score

54/100

Below avg

Wasted Spend

$8,420

/mo

Issues Found

6 critical

Diagnostic AreaScore

Account structure

42%

Tracking & attribution

28%

Targeting & keywords

61%

Landing alignment

58%

Budget allocation

47%

Prioritised roadmap6 critical · 11 high · 10 med

Ready

Recoverable Spend

$8.4k

/month

Identified across 12 campaigns

Diagnosis-led

Evidence-based

Impact-prioritised

Roadmap-focused

Recovery + growth ready

At a Glance

A Full-System Diagnostic, Not a Surface Check.

Six diagnostic dimensions reviewed as one system — because a weak structure hides weak targeting, and weak tracking hides weak everything.

Structure

Account architecture, campaign and ad-group logic, naming, and network settings — the foundation every optimization decision depends on.

Targeting

Audiences, keywords, match types, negatives, geo, device, and bid adjustments reviewed for intent fit and overlap risk.

Tracking

Conversion setup, attribution windows, enhanced conversions, first-party signals, and cross-channel measurement integrity.

Spend

Budget allocation, pacing, wasted-spend diagnosis, and recoverable-dollar estimates across campaigns and channels.

Conversions

Lead quality, conversion paths, form-fill hygiene, phone and in-person tracking, and the funnel alignment behind the numbers.

Roadmap

Every finding ranked by impact and effort — a 30 / 60 / 90 day roadmap your team can execute, not an observations dump.

When You Need This

Seven Signals That Clarity Is More Valuable Than Another Tweak.

If any of these are true, more execution won't unlock the next curve — diagnosis will.

Spend is high but results are unclear

Budgets keep growing, dashboards keep moving, and nobody can draw a straight line from dollars spent to pipeline delivered.

Campaigns are active but performance is flat

Structure looks busy, targeting looks reasonable, conversions look 'fine' — yet the account has plateaued for months with no clear reason.

Lead quality is weak

Volume is acceptable in aggregate, but sales says leads are junk. Nobody's mapped which campaigns, queries, or audiences are producing the wrong ones.

Conversion tracking feels unreliable

Numbers don't match CRM, cross-device feels off, duplicate conversions are suspected, and attribution is treated as a mystery.

Account structure is bloated or messy

Years of ad-hoc launches, naming inconsistencies, overlapping campaigns, dead ad groups — the account is hard to navigate even before it's optimised.

Scaling feels risky

Leadership wants to lift spend. You're not sure if the account can absorb it — or whether you'll just scale the same problems faster.

Too many changes without a performance picture

Agencies rotated, specialists left, experiments launched — but no one holds the current state of the account as a coherent diagnosis.

What This Covers

A Full-System PPC Diagnosis, Not a Checklist.

Seven diagnostic disciplines reviewed as one system — each informs the next, and the roadmap reflects all of them.

Current-state diagnosis across every active campaign, channel, and surface — trends, efficiency, share of voice, and the commercial outcomes each one is actually producing.

OutputAccount health scorecard with benchmark context

Core Use Cases

Five Audit Patterns Mapped to Real PPC Problems.

PPC Recovery Audit

Results have fallen off a cliff. Nobody can tell whether the cause is targeting, tracking, creative fatigue, landing regression, or platform changes layered on top of each other.

Best for

Underperforming accounts after an agency change, team transition, or unexplained performance drop.

Outcome

A ranked diagnosis of what broke, why it broke, and what to fix first — plus the restructure plan to execute against it.

In one line

"Stop the bleeding first — scale second."

Goal → Solution

Start From the Clarity You Actually Need.

Audit terminology is a dead-end. Every engagement starts from the decision you're trying to make — the diagnostic follows.

If you need

Need less wasted spend

We deliver

Budget and targeting audit with recoverable-dollar estimate

If you need

Need stronger lead quality

We deliver

Query, audience, and landing review with routing + exclusion moves

If you need

Need cleaner tracking

We deliver

Attribution and conversion audit with CRM reconciliation

If you need

Need better scaling confidence

We deliver

Structure and efficiency review with pre-scale readiness assessment

If you need

Need clarity on underperformance

We deliver

Account-wide diagnostic with ranked root-cause analysis

If you need

Need better next steps

We deliver

Prioritised 30 / 60 / 90 day roadmap your team can execute

Why PPC Accounts Underperform

The Gap Isn't Effort — It's Clarity.

Most underperforming PPC accounts don't lack activity. They lack diagnosis — a clear, ranked picture of what's actually hurting performance.

What goes wrong

Messy account structure — years of ad-hoc launches stacked on top of each other
Inefficient budget allocation — high spend on stale campaigns, starved winners
Weak audience or keyword targeting — intent and quality score both bleeding
Poor conversion tracking — platform and CRM numbers disagree and nobody reconciles
Landing-page mismatch — click paid, click wasted, nobody can point at why
Low-quality leads — volume acceptable, close rate collapses, root cause untraced
Too much spend without enough clarity — more budget is a compounding mistake

How Avana Hub fixes it

Clearer account architecture with rebuild priorities ranked by impact
Smarter spend diagnosis with wasted-spend and recoverable-dollar figures
Sharper targeting review with keyword, audience, and match-type fixes
Cleaner tracking visibility — integrity restored, CRM reconciled, attribution documented
Stronger funnel alignment with ad-to-landing mapping and CRO opportunities
Better lead-quality diagnosis by campaign, query, and audience
More confident prioritisation — a 30 / 60 / 90 day roadmap with impact context

Our Framework

The Avana Hub PPC Audit Framework.

Five compounding phases — Diagnose → Prioritise → Clarify → Recommend → Improve. Each one only works because the one before it did.

Diagnose

Map the Full Account

Every diagnostic dimension reviewed as one system — structure, targeting, tracking, spend, conversion, and funnel alignment captured as a single picture.

Prioritise

Rank by Impact

Every finding scored on impact and effort — so recovery dollars, structural fixes, and tracking repairs aren't treated as equally urgent.

Clarify

Document the Diagnosis

Account health scorecard, wasted-spend figure, issue severity matrix, and tracking integrity report — the artefacts your team actually references.

Recommend

Roadmap, Not Observations

30 / 60 / 90 day prioritised roadmap with owners, dependencies, and expected impact — executable by us, your team, or anyone else you hand it to.

Improve

Recover or Scale

Optional execution — restructure, recovery, or pre-scale readiness work delivered against the same diagnosis the audit produced.

Process

A 5–7 Day Diagnostic, Not an Open-Ended Engagement.

Five phases from context to roadmap. Every day has a clear objective and every deliverable is something your team can reference long after the audit ends.

Day 1

Goals, history, and current performance

Business goals, commercial context, platform access, historical performance, and the decisions the audit needs to inform — the setup that keeps the diagnostic commercial, not technical.

Days 2–3

Structure, targeting, spend, tracking, funnel

Deep review across account structure, campaigns, targeting, bidding, tracking integrity, landing alignment, and wasted-spend diagnosis.

Day 4

Identify what's hurting efficiency and results

Root-cause analysis — separating symptoms from causes and surfacing the 20% of issues producing 80% of the underperformance.

Day 5

Prioritise by impact and urgency

Every finding scored on impact and effort. Critical, high, medium, low — with commercial context so the ranking maps to business decisions.

Days 6–7

Deliver the PPC roadmap

Account health scorecard, wasted-spend report, issue severity matrix, tracking integrity report, and a 30 / 60 / 90 day prioritised roadmap — walked through live.

Sample Output

Diagnostics, Made Visible and Commercial.

A PPC audit is only as useful as its artefacts. These are the deliverables your team actually references after the engagement.

Account Health Scorecard

54 / 100

Account structure

Tracking & attribution

Targeting & keywords

Budget allocation

Landing alignment

C−

Lead quality

D+

Recoverable Spend

$8.4k

Per month, across 12 campaigns

Duplicate keywords$2,140

Broad match bleed$3,210

Stale ad groups$1,780

Geo misfires$1,290

Tracking Integrity

Google Ads conversion tag

Enhanced conversions live

GA4 ↔ Ads import matches

Phone call conversion setup

CRM reconciliation documented

Attribution model aligned

Issue Severity Matrix

CriticalEnhanced conversions not firingTracking$3.1k/mo

CriticalBroad match without audience signalTargeting$2.8k/mo

HighDupe keywords across 4 campaignsStructure$2.1k/mo

HighLanding mismatch on top spenderLandingconv rate −24%

MedGeo bid adjustments reversedTargetingCPA +18%

MedNaming inconsistency blocks reportingStructureops time

Structure Map

Brand

3 groups

Non-brand / Core

12 groups

Competitor

4 groups

Generic bleed

9 groups

Dead / Paused

21 groups

Lead Quality Board

Brand — Search

28%A+

Non-brand core

11%B

Competitor

6%C

Broad PMax

2%D

Prioritised 30 / 60 / 90 Day Roadmap

Days 0–30

Stop the bleeding

Fix enhanced conversions + GA4 import
Pause dead ad groups (21 identified)
Kill dupe keywords across 4 campaigns

Days 31–60

Restructure the core

Rebuild non-brand into 4 tight theme clusters
Add audience signals to broad-match campaigns
Align landing paths for top 5 spenders

Days 61–90

Ready to scale

Pre-scale readiness review
Geo expansion plan
Lead-quality routing + exclusion moves

What You Get

Every Audit Ships Tangible Artefacts.

Not an observations dump, not a slide-deck wrap-up. Every deliverable is a concrete asset your team references long after the engagement ends.

PPC Audit Findings

Full diagnostic across structure, targeting, tracking, spend, conversions, and funnel — ranked by impact and grounded in account evidence.

Structure & Targeting Review Notes

Account architecture diagnosis, campaign and ad-group review, keyword and audience hygiene, negatives, match types, and geo/device analysis.

Tracking & Attribution Observations

Conversion setup integrity, enhanced conversions, first-party signals, CRM reconciliation, and attribution model documentation.

Wasted Spend Insights

Recoverable-dollar figure with breakdown by cause — duplicate keywords, broad-match bleed, stale ad groups, geo misfires, and overlap.

Lead Quality Observations

Lead-quality diagnosis by campaign, query, and audience — with close-rate and source breakdowns where CRM data is available.

Landing / Funnel Alignment Notes

Ad-to-landing consistency review, quality-score signal mapping, funnel-step diagnosis, and CRO opportunity prioritisation.

Prioritised Recommendations

Every finding ranked by impact and effort — critical, high, medium, low — with commercial context and dependency logic.

Growth or Recovery Roadmap

30 / 60 / 90 day prioritised roadmap with owners, dependencies, and expected impact — executable by us, your team, or anyone else.

Pricing Plans

PPC Audit Pricing

Diagnostic engagements — from focused single-platform audit to cross-channel paid media diagnosis with a full recovery roadmap. Scoped to account complexity and the decision the audit needs to inform.

PPC Audit

Focused single-platform diagnostic with prioritised roadmap — ideal for Google Ads or Microsoft Ads accounts needing clarity before recovery or scale

AED 2,950/mo

Account structure, campaign, and ad-group diagnostic
Keyword, audience, and targeting review with negatives analysis
Budget allocation and wasted-spend diagnosis with recoverable-dollar figure
Tracking and attribution integrity check
Ad-to-landing alignment review on top spenders
Issue severity matrix (critical / high / medium / low)
30 / 60 / 90 day prioritised roadmap
Strategy walkthrough call with Q&A
Delivered in 5–7 business days
Single platform (Google Ads or Microsoft Ads)
Execution / implementation support

PPC Audit & Recovery Review

Cross-channel diagnostic with recovery-focused restructure plan — ideal for accounts underperforming across multiple platforms

AED 4,950/mo

Everything in PPC Audit
Cross-channel account audit (Google, Microsoft, Meta, LinkedIn — where active)
Cross-channel concentration-risk and overlap analysis
Lead quality diagnostic by campaign, query, and audience
CRO opportunity mapping on landing and funnel
Sequenced restructure plan with dependencies and owners
Pre-scale readiness assessment (where relevant)
Account health scorecard + wasted-spend + tracking integrity reports
Two strategy walkthrough calls (findings + roadmap)
Delivered in 7–10 business days
Up to 4 active paid channels

Enterprise Paid Media Diagnostic

Large-account and multi-market diagnostic with full recovery or pre-scale roadmap — ideal for $50k+/mo spend and enterprise complexity

Custom Pricing

Tailored to your needs

Everything in PPC Audit & Recovery Review
Multi-market and multi-language account diagnostic
Deep tracking integrity audit with GTM / GA4 / CRM reconciliation
Attribution model review with first-party signal assessment
Creative and asset performance diagnostic across channels
Experiment history and learning-loop review
Executive-level roadmap with commercial impact modelling
Stakeholder walkthroughs (ops + finance + leadership)
Quarterly re-audit cadence available as follow-on
Dedicated audit pod (strategist + analyst + tracking specialist)
Priority SLA + real-time Slack channel

No setup fees Cancel anytime Free consultation

FAQ

Questions Teams Ask Before Engaging.

Full-system diagnosis across account structure, campaigns, targeting, spend, tracking and attribution, landing alignment, and lead quality — plus an account health scorecard, wasted-spend report, issue severity matrix, and a prioritised 30 / 60 / 90 day roadmap your team can execute.

Related Services

Explore Connected Paid Media Services

Ads Management

Parent pillar — PPC Audit sits inside the broader paid acquisition practice across Google, Microsoft, and Meta

Google Ads Management

Ongoing Google execution — the natural follow-on when the audit uncovers a recovery or restructure agenda

Pay Per Click (PPC) Advertising

Cross-channel PPC — the management engagement where audit findings get executed across platforms

Google Performance Max

Automated multi-surface Google — a common audit focus because PMax overlap and creative strategy need deliberate review

Google Shopping Ads

Ecommerce audits often expose Shopping-specific issues — feed, MC readiness, and product-group structure

Shopping Feed Management

Product-data layer beneath Shopping — the follow-on when audits reveal feed quality is the real bottleneck

Multilingual PPC

International paid search — the natural engagement when the audit reveals a localisation gap across markets

Conversion Rate Optimisation

Post-click performance — the companion engagement when landing and funnel alignment is the real lever

Digital Strategy

Channel-mix strategy — how audit findings fit inside the broader paid and organic acquisition mix

Ready to Engage?

Turn PPC confusion into a clear performance roadmap.

Better diagnosis, stronger prioritisation, and smarter next steps — a 5–7 day audit that leaves your team with an executable 30 / 60 / 90 day plan, not an observations dump.

Roadmap Snapshot

Sample

Health

54/100

Issues

Saveable

$8.4k

Day 0–30 focusStop bleeding

Day 31–60 focusRestructure core

Day 61–90 focusReady to scale