PPC Audit & Strategy

The Stakes: Why a PPC Audit Is Important Right Now

Let's be honest: platforms change every week, competition is always there, and organized people get more rewards from algorithms. An audit that is done on a regular basis shows waste, protects your ROAS, and gives you a clear plan for growth. What does this mean? Because every one percent rise in CTR, Quality Score, or conversion rate adds up over your budget. Today's small fixes will lower your CPA tomorrow.

• Use targeted negative keywords and cleaner match types to cut down on wasted money.
• Raise your Quality Score to pay less per click and get a higher rank. Align ads and landing pages to get more people to buy without spending more money.
• Make sure your tracking is perfect so you can make decisions based on real data, not guesses.

Account Audit

We begin by looking at all of your Google Ads, Microsoft Ads, and Meta campaigns from top to bottom. We check the structure, naming conventions, budgets, goals, and the logic behind your ad groups and audiences as part of our PPC audit services. No matter how good the creative is, the performance will be inconsistent if the foundation is messy.

What We Look At

• Campaign structure and budget distribution based on intent and stage of the funnel.
• Search term reports and keyword lists to figure out how much money is being lost.
• Ad assets include RSAs, headlines, descriptions, extensions, and ad strength.
• Audience layering and exclusions (remarketing, in-market, and custom segments).
• Geo, device, and network settings that are based on how your customers act.

Review of Keywords and Match Types

The quickest way to save money right away? Being tough on keywords and types of matches. Our audit of Google ads finds irrelevant searches, makes a strong list of negative keywords, and rebalances broad, phrase, and exact match to keep quality and volume in check.

How We Make Queries Better

• Find and stop keywords that have low intent, a low Quality Score, or a low conversion rate.
• Combine terms that are hurting each other and make sure that match types are used correctly.
• Increase the number of high-intent long-tail keywords to lower CPC and raise the conversion rate.
• Make tiered negative lists (for accounts, campaigns, and ad groups) to have more control.

As a result, there are fewer junk clicks, a higher CTR, and a cleaner path to paid search optimization that builds up over time.

Analysis of the Quality Score

Quality Score is the tool that silently taxes or rewards your budget. We break down its drivers—expected CTR, ad relevance, and landing page experience—and make a list of things to do for each one. It's not about getting a certain number; it's about getting rid of the things that make CPC go up.

Common Quick Wins We See

• Better balance between the headline and keywords, and adding keywords dynamically when needed.
• Ad extensions (like sitelinks, callouts, and structured snippets) that make CTR go up.
• Making ad groups smaller and more relevant by splitting them up into smaller themes.
• Testing RSAs with pinning logic to keep performance steady.

Aligning the Landing Page

A page that doesn't match can't be saved by great ads. We make sure that your offers, headlines, and messages are all in line with what the person searching for them wants. Our web team can make fast, conversion-focused pages that pass Core Web Vitals if you need them. This will make your Quality Score and your revenue happier.

What We Want

• The headline and message should match the ad and the keyword.
• Trust signals: proof points, reviews, badges, and social proof.
• Load speed, mobile user experience, and form friction that stops conversions.
• A clear, single call to action and a structure that is easy to scan to speed up decision-making.

Need more than just an audit? Check out our services page to see how we help businesses grow from start to finish. Managing Google Ads and Facebook Ads Services.

Ad Scheduling and Bid Strategy

Smart bidding isn't something you can do once and forget about. We look at your data depth, conversion signals, and budget to choose the best strategy for you, such as Target CPA, Target ROAS, Max Conversions, or manual with eCPC. Then we add ad scheduling, device modifiers, and geo prioritization to find your buyers when they are most likely to buy.

Our Bid and Timing Guide

• To keep things running smoothly while you test, divide campaigns by funnel stage.
• When the data is deep enough, use portfolio bidding with shared budgets.
• Dayparting to slow down low-intent hours and speed up prime converting windows.
• Changes to bids based on cost-per-conversion deltas for devices and locations.

Tracking and Measurement Audit

If the measurements are wrong, optimization is a lie. We check Google Tag Manager, conversions, attribution settings, and offline imports to make sure that every choice is based on reliable data.

What We Check

• Setting up primary and secondary conversions and counting duplicates.
• Better conversions and CRM/Offline Conversion Tracking (OCT).
• How well the attribution model fits your sales cycle.

Performance Optimization & Scaling Strategy

Your audit ends with a prioritized roadmap that shows you how to get quick wins for immediate savings, strategic tests for scale, and a timeline for reaching your CPA or ROAS goals. We include clear owners and forecast scenarios so that nothing gets stuck.

• Negative keyword expansions that cut down on waste in just a few days.
• RSA testing matrix and creative sequencing to find the right message-market fit.
• Budget changes based on intent groups and audience performance.
• Landing page tests (headline, offer, layout) to raise CVR.

Case Studies

B2B SaaS for the Middle Market

• Issue: High CPC, low demo rate; broad match going crazy.
• Fix: Change the negative keywords, balance the phrase and exact matches, and sync the landing page headline and CTA.
• Result: 38% less CPA and 52% more qualified demos in 60 days.

Online Shopping, Niche Stores

• Problem: PMax has a low ROAS, weak feed titles, and no audiences.
• Fix: Optimize feeds, look at audience signals, do creative split tests, and dayparting.
• Result: ROAS went up 64% while spending stayed the same.

Services in Your Area, at Multiple Locations

• Problem: Money spent on geos that don't provide service and off-hours.
• Fix: Geo-fencing, scheduling ads, and running call-only campaigns at busy times.
• Result: The cost per lead went down by 41% in one month.

Check out our portfolio for more wins.

Questions and Answers

Can PPC audits help you save money?

Yes, most audits get back 10% to 30% of wasted money in the first month by getting rid of unnecessary queries, fixing tracking, and moving money to terms that have worked in the past. The bigger victory? You also find out where you can grow without raising your CPA too much.

How often should I check on campaigns?

Every three months, do a full audit and every month, do a lighter one. Set up an interim review whenever you change offers, tracking, or markets. Algorithms change quickly, so a regular audit schedule keeps your account in line and working well.

Why BYBOWU

We are a US-based team with a lot of experience that combines media buying with thinking about products. In other words, we don't just look at your PPC strategy in a vacuum; we also look at funnel intent, analytics, creative, and landing page UX all at once. It's how you save money, make more money, and make better decisions more quickly.

• Clear benchmarks and no vanity metrics in actionable reporting.
• You can see what we see in our clear audits, along with easy next steps.
• Full-funnel alignment means that ads, analytics, and pages all work together.

Stop wasting money on ads—book your PPC audit now.

You can send us an email at [email protected]. Want to learn more about how we grow brands? You can see our services or check our prices on prices.