Paid ads (PPC) audit

A paid ads (PPC) audit is a one-time check of your paid campaigns: account structure, semantics and negative keywords, bids and strategies, ad copy and extensions, landing-page relevance, the correctness of counters and goals, and spend by placement and search query. The goal is to find where the budget leaks and where leads are missed, and to give a prioritized fix plan. Honestly about the main point: this is diagnosis, not campaign management and not a guarantee of results. The audit shows problems and growth points, but cost per lead, conversions and payback depend on demand, auction competition, seasonality, site quality and what you implement. It is a snapshot in time: the auction, bids and placements change every day. Access is needed: to the ad accounts (Yandex.Direct / Google Ads) at least read-only and to analytics (Metrica / GA4); without access only a shallow external review of the ads is possible — we will say so honestly. Competitor data, if we look at it, are estimates from third-party services with error margins. Important about the market: since 2022 Google Ads does not serve ads to audiences in Russia, so for RU traffic the audit focuses on Yandex.Direct and other available platforms; we review Google Ads if you run campaigns for other countries. We do not promise to "halve the cost per lead" or "+X conversions": that depends on the market and implementation. What you get: a report with the budget leaks and errors found, by priority, recommendations on structure, bids, ads and landing pages, and a potential estimate; campaign management and rebuilds are separate work. This is specifically a paid-ads audit: web-analytics setup and organic SEO are covered in separate audits. If the budget is very small or the campaigns are just launched with little data, we will honestly say the conclusions will be limited. Picture this: instead of "the ads do not work" you learn that 30% of the budget goes to irrelevant queries without negative keywords, and half the ads have no sitelinks. The base price starts from 15,000 ₽; it depends on the number of campaigns and platforms.

• Budget is spent but there are few leads — it is unclear where the leak is.
• You suspect the contractor runs the ads inefficiently.
• The cost per lead is rising and it is unclear what to do.
• You want a second opinion before increasing the budget.

• Account and campaign structure: split logic, overlaps
• Semantics and negative keywords: irrelevant impressions and budget waste
• Bids and strategies: manual/auto, overpayments, missed reach
• Ad copy and extensions, sitelinks, callouts
• Relevance and quality of landing pages for the query
• Correctness of counters, goals and conversion passing (Metrica/GA4)
• Spend by placement, device, region and search query
• A prioritized report with budget leaks and recommendations

• Clear understanding of where the budget leaks and why there are few leads
• A prioritized list of fixes (what gives an effect faster)
• Recommendations on structure, bids, ads, landing pages
• A basis to decide: optimize, change the contractor or the approach

• We clarify goals, regions, budgets and collect access (Direct/Ads read-only + Metrica/GA4)
• We analyze campaigns, spend, queries, ads and landing pages
• We prepare a report with leaks and priority fixes and review it with you

• Will the cost per lead drop after the audit?

  The audit itself does not lower it — it finds where the budget is lost and what to improve. The real effect comes from implementing the fixes, and the cost per lead depends on demand, competition and site quality. We cannot promise to "halve it" or "+X conversions" — we will show the potential honestly.

• Is access to the ad accounts needed?

  Yes, at least read-only to Yandex.Direct / Google Ads and to analytics (Metrica / GA4). Without access only a shallow external review of the ads is possible — we will note that honestly, and the conclusions will be limited.

• Do you audit Google Ads?

  Yes, if you run campaigns for foreign markets. For audiences in Russia, Google Ads has not served ads since 2022, so for RU traffic the audit focuses on Yandex.Direct and other available platforms.