Paid Media Audit Services | Google Ads, Social Media & More

What this audit covers

I review your full paid media program across Google Ads, Meta, LinkedIn, Youtube, and any programmatic channels. I look at targeting logic, audience segmentation, creative performance, bidding strategy, landing page alignment, and campaign structure.

Google Ads account and campaign structure review
Meta and Instagram campaign analysis
LinkedIn and B2B paid media review
Audience targeting and segmentation audit
Creative performance and messaging review
Bidding strategy and budget allocation
Landing page and conversion path alignment
Performance benchmarking against industry standards

What you will walk away with

Every audit ends with a clear, jargon-free deliverable your team can act on immediately.

Full

Account audit

Clear

Wasted spend identified

Prioritized

Fix list

Audit details

Best forBusinesses spending $5,000 or more per month on paid media.

Timeline10 to 15 business days

DeliverableChannel-by-channel report with prioritized optimization recommendations

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Why paid media waste is so hard to see from inside your own account

Paid media is the most measurable marketing channel available. It is also one of the easiest to mismanage quietly. The dashboards look active, the spend is going out, and the reports show impressions and clicks. What they often do not show clearly is whether any of it is producing customers at a cost that makes business sense.

Poor campaign structure compounds waste at every level of the account

A Google Ads account with poor campaign structure does not just underperform in isolation. It distorts bidding signals, limits the algorithm's ability to optimize, inflates CPCs, and makes it nearly impossible to understand which keywords, audiences, or creatives are actually driving results. Most accounts I review in a PPC audit have structural problems that have been present since the account was set up and have never been addressed because performance looked acceptable on a blended basis. The account-level audit surfaces those structural issues first because they affect everything else downstream.

Targeting and audience segmentation problems are often invisible until you look for them specifically

Paid media platforms make it easy to reach large audiences. They make it much harder to confirm that the audiences you are reaching are the ones most likely to become customers. Broad match keywords pulling irrelevant traffic, look-a-like audiences that have drifted from your actual customer profile, demographic targeting that does not reflect who actually buys from you. These problems show up in the data if you know where to look. A thorough audience targeting and segmentation audit identifies where your budget is being directed toward people who are unlikely to convert and realigns your targeting around the audiences that actually produce revenue.

Landing page misalignment is one of the most common reasons paid campaigns underperform

A well-structured campaign with strong targeting and competitive bids can still fail to deliver results if the landing page it drives traffic to does not match the intent of the ad, does not answer the questions the prospect has at that stage, or creates friction between the click and the conversion. Landing page and conversion path alignment is a core part of this audit because paid media performance does not end with the click. If the full picture of your website's conversion performance is relevant alongside the paid findings, the website conversion and CRO audit covers that in depth as a companion service.

An independent PPC audit gives you an objective view your current provider cannot

If an agency or in-house team is managing your paid media, they are not well positioned to objectively assess whether their own work is performing. An independent paid media audit provides a neutral, third-party view of your account that is not filtered through the interests of whoever manages it. If the audit findings point to consistent underperformance or gaps that appear across your broader marketing budget, the marketing spend and ROI audit gives you a full cross-channel budget picture that puts the paid findings in broader context.

Why clients hire Megan for their paid media audit

A PPC audit is only as valuable as the experience behind it. Knowing which metrics matter, which ones agencies use to obscure poor performance, and what good actually looks like across different industries and account sizes requires having seen a very large number of accounts. Here is what I bring to this engagement.

I have audited paid media accounts across every major platform and industry

Over 20+ years and 250+ audits, I have reviewed Google Ads accounts, Meta campaigns, LinkedIn paid programs, YouTube advertising, and programmatic channels across e-commerce, national brands, B2B, SaaS, local companies, and more. That cross-industry breadth matters because what constitutes a strong ROAS in e-commerce is completely different from what good looks like in B2B lead generation, and benchmarking your account against the right standards requires knowing those differences. I do not apply a generic scorecard to every account. I assess performance against what is actually achievable in your specific market and business model.

I know exactly how agencies present paid media performance to protect their retainers

After nearly two decades working in and around digital marketing agencies, I know the reporting patterns that are designed to make accounts look healthy at renewal time regardless of actual performance. Inflated impression share numbers, blended ROAS that hides channel-level losses, conversion tracking that counts low-quality actions alongside genuine leads, and campaign structures that generate activity without generating customers. The PPC audit I conduct is built specifically to look past that surface-level reporting and get to what the account is actually producing. If paid media is managed by an agency and you want a broader accountability review beyond just the campaigns themselves, the agency performance evaluation covers that comprehensively.

Every finding is benchmarked against real industry standards, not platform averages

Google and Meta publish average performance benchmarks that are useful as a rough reference but not as a meaningful standard for assessing whether your specific account is performing well. Industry-specific benchmarks, account-size adjusted expectations, and competitive market context all affect what good performance actually looks like for your business. Because I have reviewed paid accounts across a wide range of industries and spend levels, I can benchmark your performance against standards that are actually relevant to your situation rather than platform-level averages that flatten meaningful differences.

You get a fix list ranked by impact, not a data dump that requires a paid media specialist to interpret

The deliverable from this audit is a channel-by-channel report with a prioritized list of optimization recommendations, each tied to a specific expected improvement in performance. Every finding is written to be understood by someone who does not live inside the ad platforms every day, which means you can take the report into a conversation with your agency or internal team and hold them accountable to specific changes rather than accepting vague commitments to optimize

Paid media audit