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See What Your PPC Account Is Really Doing With Your Advertising Budget

A PPC account can accumulate campaigns, keywords, adverts, settings and conversion actions over time without anyone taking a fresh look at how everything fits together.

Our Pay Per Click Audit Dublin service provides a structured review of your existing paid advertising account. We look at the important components of your PPC setup and highlight areas that may require attention, clarification or further investigation.

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Get Your PPC Account Audited

    PPC Account Issues That Can Be Difficult to Spot

    A campaign may appear to be running normally while important details underneath the surface deserve a closer look. An account can contain irrelevant searches, unclear campaign structures, outdated adverts or conversion settings that make performance harder to understand.

    A PPC audit gives you an opportunity to step back from day-to-day campaign activity and examine the account as a whole. Rather than assuming that every setting needs changing, the audit identifies areas that are worth investigating and explains why they matter.

    Unclear Campaign Structure
    Campaigns and ad groups can become increasingly complicated as new services, products and keywords are added. An audit can examine whether the existing structure still makes sense for the way your business advertises.
    Irrelevant Search Activity
    Your adverts may appear for searches that are only loosely connected to your offering. Reviewing search-term information can reveal where irrelevant traffic may be entering the account.
    Weak Keyword Targeting
    Keywords can remain in an account long after their original purpose has changed. An audit can examine keyword relevance, organisation and how individual terms fit within the wider campaign.
    Ad Relevance Issues
    An advert may receive clicks without clearly communicating what the business offers. Reviewing the relationship between keywords, advert messaging and landing pages can reveal areas where the customer journey could be clearer.
    Conversion Tracking Gaps
    If the account is not recording the actions that matter to your business accurately, it becomes harder to interpret campaign performance. An audit can examine what is being measured and whether the recorded conversions make sense for your objectives.
    Budget & Bidding Concerns
    Budget allocation and bidding settings should be considered in the context of campaign objectives, available data and the way your account is structured. An audit can highlight areas that deserve closer examination.
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    Our PPC Audit Approach

    A Detailed Review Built Around Your Business

    A PPC audit should do more than produce a list of platform settings. We look at how the different parts of your account work together, including campaign organisation, targeting, search activity, adverts, budgets and conversion measurement.

    The review is then connected back to your business objectives. This helps distinguish between technical details that may simply need monitoring and areas where a change could genuinely be worth considering.

    The result is a clearer picture of your existing PPC setup, giving you useful information to consider before making further campaign or budget decisions.

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    How We Review Your PPC Account

    A useful audit should follow a consistent process rather than jumping between individual settings. We start with the account as a whole, examine the areas that influence campaign performance and then organise the findings into practical priorities.
    Understand Your Goals
    We first consider what your PPC campaigns are supposed to achieve, which services or products matter most and what actions you want customers to take.
    Review the Account
    We examine the relevant parts of your PPC setup, including campaigns, keywords, search activity, adverts, targeting, budgets and available conversion information.
    Identify Key Findings
    The account is assessed for areas such as unnecessary complexity, targeting issues, irrelevant search activity, advert concerns, measurement gaps and other points that may deserve attention.
    Prioritise Recommendations
    The findings are organised around what appears most useful to address first. This gives you a more practical starting point instead of a long list of disconnected account observations.
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    What a PPC Audit Can Help You Understand

    A PPC audit does not guarantee that changing every issue identified will produce a particular result. Its purpose is to give you a clearer understanding of the account and help you make better-informed decisions about what should happen next.

    Independent Account Review

    Step away from day-to-day campaign activity and look at the account from a broader perspective.

    Detailed PPC Analysis

    Examine important account areas rather than relying on a small selection of headline metrics.

    Prioritised Recommendations

    Understand which findings may deserve attention first and which areas may simply need monitoring.

    Clearer Areas for Improvement

    Use the audit findings as a practical starting point for future campaign management or optimisation.

    Get a Clearer View of Your PPC Account

    The value of an audit is not simply finding something that can be changed. It is understanding why something may need attention and how it relates to the rest of the account.

    A useful review can help you move from questions such as “Why are we spending this much?” or “Are these campaigns set up properly?” towards a more structured understanding of what is happening inside your paid advertising.

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    What Clients Say

    We had been running our PPC account for quite some time and had reached the point where we weren't really sure what needed changing. The audit gave us a much clearer picture of how the account was structured and highlighted several areas we hadn't been looking at closely enough.
    — Rory McDonnell
    The PPC audit was exactly what we needed before making any major changes to our campaigns. We received a straightforward review of the account and a clear explanation of the areas that needed attention. It was useful having everything looked at as a whole rather than just focusing on individual figures.
    — Saoirse Kelleher
    We wanted an outside review of our Google Ads account because some of the campaign settings had been in place for a long time. The audit helped us understand what was working as intended and where there were potential issues. The recommendations were practical and easy to understand.
    — Eoghan Sheridan
    There were quite a few parts of our PPC account that we didn't fully understand, particularly around the keywords, conversion tracking and how the budget was being distributed. The audit brought all of that together and gave us a much clearer starting point for deciding what to do next.
    — Róisín Hegarty
    We didn't want to make a load of changes without first understanding what was actually happening in the account. The PPC audit gave us that opportunity. The findings were explained in plain language and helped us identify the areas that deserved further attention.
    — Cathal O'Riada

    Frequently Asked Questions

    What is a PPC audit? −
    A PPC audit is a structured review of an existing pay-per-click advertising account. Depending on the account, it can examine campaign structure, keywords, search terms, adverts, targeting, budgets, bidding settings and conversion tracking.
    Why should I have my PPC account audited? +
    An account can change significantly over time as campaigns, keywords, settings and business priorities are added or modified. An audit provides an opportunity to review the current setup and identify areas that may require attention.
    What does a Pay Per Click Audit include? +
    The exact scope depends on your account, but an audit can include campaign structure, keyword targeting, search-term activity, advert relevance, budget and bidding settings, conversion tracking and other important campaign elements.
    Can you audit an existing Google Ads account? +
    Yes. An existing Google Ads account can be reviewed to understand how campaigns are currently organised, what is being measured and where potential issues or opportunities may exist.
    Will a PPC audit change my campaigns? +
    An audit and campaign management are separate activities. The purpose of the audit is to assess the existing account and identify findings. Any subsequent changes can then be considered based on those findings.
    Can a PPC audit identify wasted advertising spend? +
    An audit can identify areas where spend may not be aligned with the campaign's intended targeting or objectives. For example, irrelevant search activity, unsuitable targeting or poorly aligned campaign structures may warrant investigation. However, an audit should not assume that every click outside a narrow definition is automatically wasted.
    Can you review my conversion tracking? +
    Yes. Conversion tracking can be an important part of a PPC audit because campaign performance is difficult to interpret if the actions being recorded do not accurately represent meaningful business outcomes.
    Can you audit a PPC account managed by another agency? +
    Yes. An audit can be carried out on an existing account regardless of who previously managed it. The review focuses on the account itself and the information available within it.
    Will the audit tell me whether I should increase my PPC budget? +
    An audit can provide information that helps inform budget decisions, but it should not automatically recommend increasing spend. Budget suitability depends on factors such as campaign objectives, available performance data, market conditions and the economics of the business.
    What happens after the PPC audit? +
    You can use the findings to decide what should happen next. Depending on the account, that could mean making specific campaign changes, improving conversion tracking, restructuring parts of the account, carrying out further optimisation or continuing with the existing setup while monitoring particular areas.
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    Find Out What Your PPC Account Could Improve

    You should not have to rely on assumptions to understand whether your paid advertising account is working as intended.

    Our Pay Per Click Audit Dublin service gives you a structured review of your existing PPC activity, covering the areas that influence how campaigns are organised, targeted, measured and managed.

    If you are unsure where your advertising budget is going or simply want a clearer understanding of your existing account, an audit gives you a practical place to start.

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