PPC Audit & Strategy

PPC audits for teams who are done wasting ad spend

Your ad budget should produce pipeline, not anxiety. If CPA keeps creeping up, conversions dropped after a platform change, or you are not sure what your agency is actually doing, it is time for a structured PPC audit.

BYBOWU is a Phoenix-based team working with companies across the US and worldwide. We dig into Google Ads, Microsoft Ads, and Meta the way an in-house performance lead would, then translate the findings into a simple, prioritized plan.

This service is for founders, marketing leads, and ops owners who want straight answers, clean numbers, and trade-offs laid out in plain language.

The real problems a PPC audit should solve

Most struggling accounts are not broken by one big mistake. They leak money in dozens of small ways that compound month after month. Patterns we see again and again:

• Broad match and weak negative lists pulling in low-intent queries that never become customers.
• Messy campaign structure and naming conventions, making it hard to see what is actually driving results.
• Smart bidding running on thin, noisy, or misconfigured conversion data.
• Landing pages and offers that do not match search intent, hurting Quality Score and conversion rate.
• Tracking gaps, duplicate conversions, and reports the team does not fully trust.

If any of this sounds familiar, an audit is the fastest way to stop the bleeding and create a structure you can scale without guesswork.

How our PPC Audit & Strategy works

We treat your accounts like our own: deep review, clear findings, and recommendations that respect your team and constraints.

1. Account and structure review

We start with a top-down look at all active and key historical campaigns in Google Ads, Microsoft Ads, and Meta.

• Campaign and ad group structure by intent, funnel stage, market, and geography.
• Budget allocation and impression share compared to your targets and capacity.
• Search term reports and keyword lists to quantify where money is being wasted.
• Ad assets: RSA setups, headlines, descriptions, extensions, and ad strength.
• Audience strategy, including remarketing, in-market, custom segments, and exclusions.
• Geo, device, and network settings versus actual performance.

2. Keyword, match type, and query quality analysis

Search terms are often where quick wins hide. We go through your queries with a strict performance and intent lens.

• Identify and pause or reshape low-intent or low-conversion keywords.
• Rebalance broad, phrase, and exact match for better control and quality.
• Build tiered negative lists at account, campaign, and ad group levels.
• Expand profitable long-tail queries that lower CPC and pull in stronger leads.

Outcome: fewer junk clicks, a cleaner search profile, and more of your budget going to queries that actually drive revenue.

3. Quality Score and ad relevance improvements

Quality Score quietly taxes everything you do. We break it into actions you can take now.

• Ad-to-keyword alignment, including when to use dynamic insertion and when to avoid it.
• Tightly themed ad groups where one clear message fits the search intent.
• Ad extensions (sitelinks, callouts, structured snippets) to lift CTR.
• RSA testing and pinning logic to stabilize results while you experiment.

4. Landing page and funnel alignment

Great ads cannot rescue a slow or mismatched page. Because BYBOWU also designs and builds high-performing sites and landing pages, we review your destination experience from both a UX and CRO perspective.

• Message match between keyword, ad copy, headline, and offer.
• Use of proof: testimonials, case studies, guarantees, and other trust signals.
• Mobile performance, load speed, and form or checkout friction.
• Clarity of the primary call to action and visual hierarchy.

If you need new or improved pages, our landing page development and CRO services can turn the audit findings into focused, fast pages that respect your ad spend.

5. Bidding, scheduling, and budget strategy

We do not just flip on a smart bidding option and hope. We match strategy to your data depth, sales cycle, and risk tolerance.

• Choosing or adjusting bid strategies like Target CPA, Target ROAS, Max Conversions, or manual with eCPC based on signal volume.
• Separating brand, non-brand, competitor, and retargeting traffic so each can be managed intentionally.
• Dayparting and device or geo adjustments to back off low-value traffic and lean into prime converting windows.
• Budget reallocation by campaign and intent group to maximize profitable volume.

6. Tracking and measurement audit

If the data is wrong, every optimization is a guess. We make sure your measurement stack is trustworthy before you scale.

• Google Tag Manager implementation review and event mapping across web and app where relevant.
• Primary vs secondary conversions, duplicate counting, and conversion value configuration.
• Enhanced conversions and CRM or offline conversion imports when your sales process needs them.
• Attribution settings vs your real buying journey and sales cycle.

What you get at the end of the audit

You do not get a vague scorecard. You get a plan your team can act on right away.

• A written audit report that explains findings in plain language, backed by data and screenshots.
• A prioritized action list split into immediate savings, structural fixes, and scale opportunities.
• Channel-specific recommendations for Google Ads, Microsoft Ads, and Meta.
• Estimated impact ranges on CPA, ROAS, or lead volume where the data supports a forecast.
• An optional roadmap for landing page, funnel, and analytics improvements.

Many teams uncover meaningful wasted spend and unlock more predictable lead or revenue flow once the recommendations are implemented.

How engagement works

You are busy, so the process is simple and predictable.

1. Intro call (30–45 minutes). We discuss your business model, offers, markets, current campaigns, and targets. You grant read-only access to ad accounts and analytics.
2. Deep-dive audit (usually 1–2 weeks). Our team analyzes your data, documents issues and opportunities, and builds a practical action plan sized to your team and budget.
3. Review workshop. We walk you and your stakeholders through the audit live, answer questions, and align on priorities and phasing.
4. Implementation support. You can execute in-house, keep your current agency and use our roadmap as a guide, or have BYBOWU handle ongoing optimization and any landing page or tracking work.

We work with companies across time zones. Being headquartered in Phoenix, AZ simply means we are used to collaborating remotely and keeping communication tight.

Next step: get a senior PPC audit

If you suspect your ad accounts could be working harder, an external, senior review is one of the highest-ROI steps you can take.

Contact us with a short note about your business, monthly ad spend, and key goals. We will respond within one business day with suggested next steps, timing, and a quote for your PPC Audit & Strategy engagement.