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PPC Audit Template

A PPC audit template for diagnosing account inefficiencies, tracking issues, and optimization opportunities before strategy resets or management changes.

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Why this template

Designed for the way agencies work—built for your workflow, not just a generic doc.

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Structured framework for PPC account diagnostics

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Connects findings to commercial impact

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Prioritizes recommendations for execution

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Useful for internal review and agency sales

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Supports remediation roadmaps and governance

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What's Included

Account snapshot and objective alignment
Tracking and attribution integrity checks
Campaign structure and targeting analysis
Budget and bidding efficiency findings
Ad quality and landing-page alignment review
Waste drivers and risk observations
Prioritized recommendations and impact notes
30/60/90-day action roadmap

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Example Audit Structure

Audit Purpose

This PPC audit evaluates campaign structure, measurement quality, and spend allocation to identify high-priority improvements.

Diagnostic Areas

Conversion tracking and attribution setup
Campaign architecture and intent alignment
Bid and budget control effectiveness
Ad relevance and landing-page match quality
Search term or placement waste patterns

Recommendation Model

Critical Corrections

Fixes required to restore measurement reliability and control spend leakage.

Growth Actions

Experiments and optimizations likely to improve qualified conversion volume or efficiency.

Next Steps

Close with ownership, expected impact, and execution timeline for each action group.

When to use this Audit Template

A PPC audit template gives teams a repeatable framework for evaluating campaign health and identifying wasted spend.

It supports both internal performance reviews and pre-engagement diagnostics for agencies proposing account improvements.

Use it before taking over an existing paid media account.
Use it when conversion efficiency declines without clear cause.
Use it during quarterly strategy reviews for mature accounts.
Use it after major tracking, site, or offer changes.
Use it when stakeholders need prioritized remediation actions.

How to write a winning audit

PPC audits should go beyond surface metrics. Stakeholders need to understand why inefficiencies happen and what changes are required to improve business outcomes.

Lead-generation and ecommerce accounts require different diagnostics; lead quality and CRM feedback loops matter more in one, while feed and margin dynamics matter more in the other.

Where multiple channels are active, recommendation sequencing should account for inter-channel attribution effects.