A PPC audit usually uncovers wasted spend, tracking gaps, and targeting or bidding choices that bring the wrong clicks for your business.
When we audit a Google Ads or Microsoft Ads account, we’re looking for the quiet problems that don’t show up in a quick dashboard view, like money leaking into irrelevant searches, conversions being counted wrong, or automated settings pushing spend where you would never choose to advertise. For Orlando and Central Florida businesses, we also check for local quirks, like tourist traffic skewing intent, service-area boundaries getting too wide, and after-hours ads paying for clicks when nobody can answer the phone.
- Conversion tracking problems: No tracking at all, duplicate tags firing, wrong conversion action marked as primary, call tracking not set up, form submissions miscounted, or GA4 and Google Ads reporting different numbers because attribution settings and counting rules don’t match your sales cycle.
- Search term waste: Broad or loosely matched keywords pulling “how to,” “free,” job seekers, DIY traffic, competitor research, out-of-area searches, or unrelated services that spend without producing leads. This is where negative keywords and match-type cleanup usually pays back fast.
- Geo-targeting mistakes: Targeting the whole state when you only serve a radius, targeting people “interested in” your location instead of people physically in it, or missing high-value pockets like Winter Park, Lake Nona, or Dr. Phillips for certain industries.
- Budget and bid issues: Campaigns starved of budget while low-quality campaigns spend freely, bids too aggressive on low-intent keywords, or automated bidding chasing the wrong goal because the conversion setup is weak.
- Ad relevance and message drift: Ads that talk about the business instead of the searcher’s problem, mismatched headlines to the keyword theme, missing local trust signals, and weak extensions like sitelinks, callouts, structured snippets, and call assets.
- Landing page friction: Slow pages, confusing layouts on mobile, forms that are too long, missing click-to-call, weak proof, or a page that does not match the ad promise. That’s why we often pair paid traffic fixes with web design for high-converting landing pages when the click is good but the lead rate is not.
- Audience and remarketing gaps: No remarketing at all, audiences built too broadly, or remarketing used in sensitive categories without tight controls. For healthcare, tracking setup needs extra care so you’re not passing sensitive information through pixels or URLs.
- Placement and network waste: Search campaigns unintentionally running on Display, weak placement controls on YouTube and Display, or Performance Max spending heavily on inventory that does not fit your brand.
- Automation and settings surprises: Auto-applied changes turned on, recommendations applying without review, or rapid changes in the account history that explain performance swings.
- Account hygiene: Too many campaigns competing for the same searches, no separation of brand vs non-brand, messy naming, poor use of shared negative lists, or access and billing setup that creates risk when staff changes.
If you want a clean way to judge whether your paid traffic is healthy, start by tracking the few numbers that tie directly to revenue, not vanity clicks. Our breakdown of SEO metrics to track is also useful here because the same idea applies to PPC: focus on lead quality, cost per qualified lead, and close rate, not just impressions.
If you’re considering an account review, our PPC management work typically starts with an audit mindset, we diagnose what is blocking leads, then we fix the measurement first so every change after that is easy to judge. If you want, tell us what you sell, your service area, and your main lead type (calls, forms, bookings), and we’ll point you to the first few audit checks that usually uncover the biggest waste.
