A PPC audit is a structured review of your paid ad accounts (like Google Ads or Microsoft Ads) to find wasted spend, tracking gaps, and quick wins that improve lead quality and cost per lead.
In plain terms, we treat it like a paid search health check: we look at what you are paying for, what you are actually getting (calls, forms, bookings), and where the account setup is quietly leaking budget. For Orlando and Central Florida businesses, this is especially helpful because you often have a mix of local intent searches (“near me,” neighborhoods, ZIP codes) plus seasonal demand swings, so small targeting or scheduling mistakes can get expensive fast. If you want help implementing the fixes, our PPC management service is built around the same audit steps, just run continuously.
What a PPC audit typically covers
| Area | What we check | What it improves |
|---|---|---|
| Tracking and attribution | Conversion actions (calls, forms, appointments), tag setup, duplicate counting, offline conversions, enhanced conversions, attribution settings | Decision data you can trust |
| Account structure | Campaign goals, campaign and ad group themes, match type usage, keyword overlap, split by service and location when needed | Cleaner traffic and more control |
| Search terms and negatives | Real queries triggering ads, irrelevant patterns, negative keyword coverage, brand vs non-brand separation | Less junk spend |
| Bidding and budgets | Bid strategy fit, learning limitations, budget caps vs demand, shared budgets, device adjustments (when applicable) | More stable cost per lead |
| Ads and assets | Ad copy match to intent, responsive search ad coverage, extensions (sitelinks, call, location, structured snippets), disapprovals | Higher click and conversion rates |
| Geo and scheduling | Radius and location settings, presence vs interest, service area alignment, dayparting, call reporting windows | More local, ready-to-buy leads |
| Landing pages | Message match, load speed, mobile usability, form friction, call tracking, thank-you pages | More leads from the same clicks |
What you should get at the end of an audit
A useful audit ends with a short action plan, not a pile of screenshots. We like to deliver: (1) a list of the biggest spend leaks, (2) a small set of high-impact fixes you can apply this week, and (3) a 30-day testing plan that ties changes to one business outcome like booked appointments or qualified calls. If your tracking is shaky, we will often start there, because bidding and optimization only work as well as the conversion signals you feed the platform.
One common surprise is that “good” top-line numbers can hide problems. For example, clicks may look healthy while search terms show a lot of informational traffic, or calls may be logged without distinguishing qualified inquiries from wrong numbers. Those are the kinds of details a PPC audit surfaces quickly.
If your ads are driving traffic to a page that feels slow or unclear, paid performance usually improves when the landing page is rebuilt around one service and one next step. That is where our web design work often pairs well with paid search, especially for dentists, law firms, and home service companies that live and die by phone calls and form fills.
If you are also reviewing your organic channel and want the same “what’s broken, what to fix first” clarity, our explanation of what an SEO audit is can help you compare how audits work across channels without mixing the metrics.
If you want a fast reality check before you spend another month on ads, we can review your conversion tracking, search terms, and targeting first, then map out the fixes in a simple order so your budget goes toward leads, not noise.
