--- title: "PPC Audit Services | Find Wasted Spend and Tracking Gaps" url: https://www.suffdigital.com/services/ppc/ppc-audit description: "PPC audit services that size wasted spend in dollars, test whether your conversion data holds up and hand back a ranked fix list. See the scope." lang: en --- • PPC AUDIT # PPC Audit Services Find out where the money is going before you spend another month guessing. We pull ninety days of raw search terms, total wasted queries in money, and reconcile platform conversions against your own order or CRM records. Our PPC audit services give you a ranked fix list, with the evidence behind each recommendation. Speak with a specialist: https://www.suffdigital.com/get-a-proposal PPC Audit Services Image: Matt Suffoletto, Founder & CEO (https://www.suffdigital.com/assets/matt-suffoletto-Byu9NQDI.png) ## Get your PPC Audit strategy today • Why Suff Digital ## Why teams choose Suff Digital for a paid-media audit We tie every PPC audit finding to something countable: the spend it is costing, the revenue it puts at risk, or the measurement it makes unreliable. Nothing goes in the report unless we can show the row behind it. Speak with a specialist • (https://www.suffdigital.com/get-a-proposal) Image: Matt Suffoletto, Founder & CEO at Suff Digital (https://www.suffdigital.com/assets/team-matt-BPnUHeFc.png) Matt Suffoletto Founder & CEO Image: Kriszta, Chief Operating Officer at Suff Digital (https://www.suffdigital.com/assets/team-kriszta-0C5om0HP.jpg) Kriszta Chief Operating Officer Image: Tony, Partnership Director at Suff Digital (https://www.suffdigital.com/assets/team-tony-D-tlsjpv.webp) Tony Partnership Director • What we examine ## What Our PPC Audit Services Include To perform a digital marketing audit, start with raw search terms, spend and conversion records before recommendations. We use that evidence standard for every PPC audit. (04) ### • What the account structure is doing We map campaigns, ad groups and settings against the goal the account is meant to serve, then flag the network, geography and schedule settings that were inherited rather than chosen. ### • Every wasted query totaled in money Ninety days of queries pulled and every non-converting one totaled in dollars, so the size of the leak is a number you can check rather than a description. ### • Your conversion count checked against your own We fire and inspect the tags, identify duplicate events, then reconcile the platform's conversion count against your CRM or order record so you know which number to trust. ### • Targets tested against what is achievable now We test every cost and return target against what the account could reach today rather than what was set years ago, and check pacing for campaigns capped before the day ends. See our process • • Where it breaks ## Where ad accounts hide waste and bad data These four turn up in almost every account we open, at every budget level, and none of them announces itself. Diagnose my site • 01 ### Spend going to searches that never convert Broad match and a thin negative list give the platform permission to explore, and nothing downstream reviews where it went. The exploration widens every week, because any conversion it stumbles into teaches it the query was worth buying. Totaling those queries in money ends the argument about whether it is happening. 02 ### Conversion numbers you cannot trust Reported conversions do not match what your own systems recorded, so the account is bidding from a number your team cannot defend. Duplicate events, page loads counted as form submissions and missing offline imports each take a share of the gap. Until that is resolved, every bid the platform makes rests on the wrong number. 03 ### The account bidding against itself Three keywords in three ad groups can all serve the same query, which means the account is competing with itself to buy it. That happens wherever broad, phrase and exact coverage grew without a routing rule. The cost shows up as higher click prices on your best terms. 04 ### Old targets are still steering bids A cost or return target got set at some point and every team since has inherited it. The auction has moved and the conversion data underneath has changed, so the target has become a ceiling the account pays to sit under. Because the campaign still hits it, nothing looks wrong. ## Our PPC Audit Process (04) Phase 01 Day 1 ### Read-only access and the ninety-day export You grant read-only access to the ad accounts and, where possible, to analytics and the CRM. We export ninety days of search terms, conversions and spend rather than working from dashboard summaries, because the summaries are where the disagreements start. Phase 02 Days 1-2 ### Mapping the structure and the inherited settings This runs before any spend analysis, because a settings problem changes what the numbers underneath it mean. Match-type overlap is traced by checking which keyword actually served each query rather than by reading the keyword list. Phase 03 Days 3-4 ### Totaling the wasted spend in money Search, display and shopping are totaled separately, because one blended figure lets the worst of the three hide inside it. Branded terms distort a blended figure too: a click on a branded Google Ads keyword costs $5.91 on average against $10.64 for non-branded keywords, 44% less (Branded CPC study (https://www.suffdigital.com/resources/data-studies/branded-vs-non-branded-cpc)). Anything we cannot evidence with a row stays out. You see this number before the recommendations, not after them. Phase 04 Day 5 ### The recorded walkthrough and ranked fix list On a recorded call we walk through each finding and answer questions, then hand over the ranked fix list. If you want us to implement the fixes, we scope the rollout first. If your team or another agency is taking it on, the report is written clearly enough to use without the call. Get started • • Why the audit starts where it does ### The audit starts with raw data, not opinions. Before anybody can argue about strategy, everybody has to agree on what the account spent and what came back. Platform reporting is generous to itself, so putting it next to your own order or CRM record usually changes the conversation more than any recommendation that follows. • Ninety days of raw search-term, conversion and spend data, exported not summarized • Platform conversion counts reconciled against your CRM or order record • The gap between the two stated as a figure, with a view on which one to trust • The commercial argument ### The first five fixes matter more than the rest of the list. Most audits fail by being complete. A long list in no particular order is a document, not a plan, and it ends in a folder. We rank each fix by what it is worth against what it takes, mark which must happen before anything else can be measured, and name the first five. The rest is still there, but the first move is clear. • What stays yours ### The report and its evidence are yours to use anywhere The audit runs inside accounts you already own, using read-only access we hand back the day it ends. The written findings, the exported data behind them and the recorded walkthrough all stay with you. 2,500+ businesses served ## PPC Audit Reviews > “I refer all my clients to Suff Digital whenever they need website or SEO needs. They are fast, professional, and they do a great job every time! Love working with them.” Rachel BellMarketing Consultant > “Matt and the team at Suff Digital were excellent white label partners for a client I had at my own firm. They were able to quickly and efficiently diagnose website issues, identify optimization opportunities, and implement and migrate their website hosting service incredibly efficiently. Could not recommend them more!” Courtney MyersAgency Partner > “Suff Digital is the way to go! Great people! Great work! Call them now!” Barbara BoccioClient > “I've worked with Matt on several projects, and he has always been responsive, and the projects/proposals have been professionally delivered. I also like that he's a small family-run business based in the US.” Pamela HultsBusiness Owner > “Been working with these guys for almost a year now and they are a class act. My practice has been steadily growing and the results have been astonishing to say the least. I HIGHLY recommend Suff Digital to any business that is serious about growth and expanding their reach!” Street MDPractice Owner > “Matt was great to work with. He provided my business with many tools to empower its success. I gained tremendous value from his services. He is experienced and has seen it all.” Isaac WellishBusiness Owner > “I worked with Matt and the Suff Digital Team on a Marketing Project for a client of mine and he was excellent.” Samantha McGowanBusiness Owner > “Fast, responsive, and helpful in getting everything set up. Went above and beyond.” DKBusiness Owner > “I can't say enough good things about Matt Suffoletto and the team at Suff Digital. I've worked with Matt for years, and his knowledge, expertise, and professionalism are second to none. He truly understands SEO, website management, and digital marketing at a level that delivers real results. Matt helped me get my DJ business ranked on the first page and even the number one spot on Google in an industry with thousands of competing DJs. Those results had a tremendous impact on my business. Most recently, on Memorial Day, my website came under attack from internet hackers. I sent Matt an email expecting a delayed response because of the holiday, but he replied almost immediately, identified the problem, took action, and resolved the issue before it could cause further damage. If you're looking for a digital marketing and web services company that delivers results and stands behind its clients, I highly recommend Suff Digital.” Scott KingBusiness Owner > “Matt and Suff Digital were great to work with. We gave them a high level overview of what we wanted to create and they came back with a full design we were able to tailor. Easy to work with and very helpful and responsive. Highly recommend.” ThadBusiness Owner Pamela HultsBusiness Owner Street MDPractice Owner Isaac WellishBusiness Owner Samantha McGowanBusiness Owner DKBusiness Owner Scott KingBusiness Owner ThadBusiness Owner Rachel BellMarketing Consultant Courtney MyersAgency Partner Barbara BoccioClient • What you get ## PPC Audit Deliverables You receive the findings, the evidence and the implementation order, written clearly enough for us or your team to act on. Month One The audit ✓ The wasted spend report — Every non-converting query and placement, totaled in dollars across all three platforms. ✓ What the tracking is actually recording — Tag test results, duplicate events found, and every point where reported conversions diverge from real ones. ✓ Eight areas, scored red, amber or green — Structure and settings, search terms, match-type overlap, bidding and pacing, quality score, conversion tracking, negative keywords and landing page match. ✓ The fix list, ranked by money and effort — Findings ranked by dollar impact against effort, sequenced so the first five moves are unambiguous. Months 2-3 The handoff ✓ A recorded walkthrough call — A recorded session where we explain each finding and answer your team's questions. ✓ A 90-day plan for working through it — The fix list mapped to a rough timeline, so you know what to tackle first. ✓ How the fixes get done, if you want us to — If you want us to run them, we show how the audit rolls into management. • Comparison ## Compare PPC Audit Services Compare PPC audit services by whether every finding carries account evidence, a money value and a clear implementation order across Google, Microsoft and Amazon. (05) Fixed fee, no retainer Us Retainer only Agencies Varies Freelance In-house Google, Microsoft, and Amazon Us Google only Agencies Google only Freelance In-house Conversion tracking verified Us Sometimes Agencies Freelance In-house Dollar-sized fix list Us Vague Agencies Freelance In-house Recommendations yours to keep Us Sales pitch Agencies Freelance In-house Suff Digital Other agencies Freelancers In-house / DIY Fixed fee, no retainer Retainer only Varies Google, Microsoft, and Amazon Google only Google only Conversion tracking verified Sometimes Dollar-sized fix list Vague Recommendations yours to keep Sales pitch ## See the biggest problems in your account before you spend another month. We review the live account by hand and send back the issues visible from outside, with what we would check first. Get a free PPC review •: https://www.suffdigital.com/get-a-proposal Speak with a specialist: https://www.suffdigital.com/get-a-proposal • Frequently asked questions ## Common Questions It is the opening stage, before any judgment gets made. We establish what the business counts as a conversion, which accounts and date range are in scope, and what the account is supposed to achieve. Skip it and an audit becomes a list of settings someone dislikes rather than a measure of what is costing money. Ask us something else • • Learn more ## PPC guides Longer reads on the same subject, written by our senior team. PPC ### PPC Audit Checklist: Find Wasted Spend Before You Scale: https://www.suffdigital.com/resources/guides/ppc-audit-checklist A PPC audit checklist for finding wasted spend, fixing tracking, tightening search terms, and turning account issues into a ranked action plan. Original data ## Related research - Data Study · PPC ### Only 1.5% of the 1,000 Most Visited Websites Have a Google Ads Tag vs 10% of Smaller Sites: https://www.suffdigital.com/resources/data-studies/google-ads-tag-adoption-websites 9.3% of the 500,000 most visited websites carry a Google Ads conversion tag on their homepage, but the rate falls to 1.5% among the 1,000 biggest sites. - Data Study · PPC ### Online Degree Searches Cost Up to $128.25 per Click on Google Ads: https://www.suffdigital.com/resources/data-studies/higher-education-google-ads-cpc A click on the Google Ads keyword "online criminal justice degree" costs $128.25, the most of any higher education search. - Data Study · PPC ### Insurance Google Ads Clicks Cost $31.22 on Average vs $10.82 Across Industries: https://www.suffdigital.com/resources/data-studies/insurance-google-ads-cpc A click on an insurance Google Ads keyword costs $31.22 on average, 2.9 times the $10.82 average across 23 industries and second only to personal injury law. • Ready for real growth? ## Find out what the account is costing you before you spend more. Tell us which accounts to review and roughly what they spend. We come back with the scope and a fixed fee, agreed in writing before work starts. ✓ A fixed fee agreed in writing before we start ✓ Read-only access, handed back when the report is delivered ✓ Recommendations yours to keep 2,500+ businesses served Image: Matt Suffoletto, Founder & CEO (https://www.suffdigital.com/assets/team-matt-BPnUHeFc.png) Image: Tony, Partnership Director (https://www.suffdigital.com/assets/team-tony-D-tlsjpv.webp) Image: Kriszta, Chief Operating Officer (https://www.suffdigital.com/assets/team-kriszta-0C5om0HP.jpg) ## Request a free proposal now Fields marked * are required • Related services ## Services that support PPC. ### PPC management services: https://www.suffdigital.com/services/ppc Implementation and ongoing optimization when you want us to run the fixes after the audit. ### Google Ads management services: https://www.suffdigital.com/services/ppc/google-ads Rebuild paid search structure, tracking and budget decisions after wasted spend is found. ### Conversion rate optimization services: https://www.suffdigital.com/services/cro Improve the landing pages and forms that paid traffic reaches after the click. ### SEO audit services: https://www.suffdigital.com/seo/seo-audit-services Run the same evidence-first review across organic visibility and technical search issues. ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, 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We establish what the business counts as a conversion, which accounts and date range are in scope, and what the account is supposed to achieve. Skip it and an audit becomes a list of settings someone dislikes rather than a measure of what is costing money." } }, { "@type": "Question", "name": "How much does a PPC audit cost?", "acceptedAnswer": { "@type": "Answer", "text": "It is a fixed fee rather than a retainer, and there is no single number, because three things move it: how many accounts and platforms are in scope, how much spend they carry, and how tangled the existing setup is. We scope those three, then put a fixed figure in writing before work starts. Anyone quoting a price before seeing the account is guessing." } }, { "@type": "Question", "name": "How much does a PPC campaign cost?", "acceptedAnswer": { "@type": "Answer", "text": "That question mixes two numbers. Media spend goes to Google, Microsoft or Amazon and is set by your auction and your targeting. Management is what an agency charges to run it, and it is separate. Setting the spend starts from what a customer is worth to you and how many you need, not from a published benchmark. The variables behind the management side are in our guide to PPC management pricing." } }, { "@type": "Question", "name": "What access do you need to run the audit?", "acceptedAnswer": { "@type": "Answer", "text": "Read access to the advertising platforms, to analytics, and to whatever records the conversions: a CRM, a commerce back end or an order export. Billing access is not needed and we would rather not have it. Access can be revoked the day the report lands." } }, { "@type": "Question", "name": "Do we have to continue with management afterwards?", "acceptedAnswer": { "@type": "Answer", "text": "No. The report is written so your own team, your current agency or a new one can act on it without us. If you do want us to run the fixes, that is scoped and quoted separately once you have seen what they are." } }, { "@type": "Question", "name": "How much does a PPC agency charge?", "acceptedAnswer": { "@type": "Answer", "text": "Fees are set one of three ways: a percentage of ad spend, a flat monthly retainer, or a fixed price for a defined piece of work like this audit. What moves the number is how many accounts and platforms are in scope, how much of the existing setup has to be untangled first, and whether creative and landing pages are included. We scope from your own account and fix the price in writing before anything starts." } }, { "@type": "Question", "name": "What if the audit finds nothing badly wrong?", "acceptedAnswer": { "@type": "Answer", "text": "Then that is what the report says, and it is a useful answer. Ruling out wasted spend and broken tracking tells you the constraint sits elsewhere: the offer, the landing pages, the sales follow-up or the size of the market. Landing pages are a frequent one: 72% of search ad landing pages have 10 or more links to other pages on the same website, the footprint of a full site menu (Search Ad Landing Pages study). We would rather write that than manufacture findings." } } ] } ] } ] ```