If you have been running ads for a while and are not sure whether they could do better, an audit is the sensible next step. A good one is not a sales pitch. It is a structured look at how the account is set up, where the money goes and what is holding results back.
Tracking and measurement
An audit starts here, because everything else depends on it. Are conversions being recorded, and do they represent real leads or sales? Are any counted twice or not at all? Do the platform's numbers roughly match your own records? If tracking is wrong, every other figure in the account is unreliable.
Account structure
Next comes how campaigns are organised. Too many campaigns with small budgets starve each other of data. Overlapping audiences compete against themselves. Unclear naming makes results hard to read. On Google, keywords grouped too loosely make relevant ads impossible. A clean structure makes an account easier to manage and to improve.
Targeting and wasted spend
The audit looks for budget going to the wrong places: locations you do not serve, search terms unrelated to your business, missing negative keywords, placements that bring clicks and no results. This is often where the quickest savings are found, sometimes without changing anything else.
Creative and messaging
How many ads are running, how old are they and how do they compare? An account relying on one or two tired ads has little room to improve. The review checks whether the creative is varied, whether it is being tested and whether the message is clear and consistent with the offer on the page.
Landing pages and a plan
Finally, where does the traffic go? A slow or generic page can undo a well-run campaign, so the audit checks speed, relevance and how easy it is to enquire. The result should be a prioritised list: what to fix first, what to test next and what is working and should be left alone.
Ad account audits are one of the additional services we offer: an in-depth review of your Meta and Google campaigns to find waste and room to scale. Book a free consultation to ask about one.