Ad account audit: when and why it’s worth doing

What is an ad account audit?

An ad account audit is a detailed review of your campaigns in Google Ads, Meta Ads or other advertising systems. Its aim is to find errors, inefficient spending and missed opportunities that are limiting your ads’ results.

You can compare it to a car service – even if the car runs, regular servicing helps you avoid costly breakdowns. It’s the same with campaigns: they work, but they could work much better and more cheaply.

What do we check during an audit?

• Campaign structure: Are the campaigns divided logically? Are the ad groups “cannibalising” each other?
• Keywords: Is your budget leaking away on ineffective or irrelevant phrases? Is the negative keyword list up to date?
• Audience targeting: Are the ads reaching the right people? Do the audiences overlap?
• Ad quality: Are the copy and graphics engaging? Is the Quality Score at the right level?
• Conversion tracking: Are the goals set up correctly? Are you measuring what really matters for your business?
• Budget and bids: Is the budget distributed optimally? Are you overpaying for clicks?

When is it worth commissioning an audit?

• Your campaigns work, but you don’t know why: You lack a clear picture of what generates results and what eats up your budget.
• Costs are rising, but results have stalled: This is a classic sign that something in the campaign needs adjusting.
• You’re changing agency or specialist: An audit lets the new team quickly understand the state of the account and plan improvements.
• You run your campaigns yourself: If you manage your own ads, an external audit is sure to uncover things you don’t see day to day.

What do you get after the audit?

The result of the audit is a detailed report with specific recommendations – what to change, what to switch off and what to strengthen. It’s not a theoretical document but a practical action plan that you can implement straight away or hand over to us to carry out.