Well-structured ad accounts don’t just spend—they learn. A short, focused PPC audit can lift performance in weeks by fixing targeting leaks, clarifying copy, and aligning landing pages to intent.
1) Goals and tracking
Confirm GA4 conversions for form submits, booked calls, and purchases. Import conversions to your ad platform. Use UTMs consistently and verify that ad → page → thank-you is trackable.
2) Structure and naming
Group campaigns by intent (brand, non-brand, competitor) and separate prospecting from retargeting. Use clean names so anyone can read performance at a glance.
3) Keywords and match types (Search)
Split exact (high intent) and phrase (discovery) into separate ad groups; watch negatives to avoid junk. Use your own research.
4) Audiences (Search & Social)
Layer in-market and custom segments where available. Exclude current customers from prospecting. For retargeting, build windows (7/30/90 days) and tailor offers by recency.
5) Creative and message match
Ad copy should echo the headline on the landing page. Lead with the outcome and add one proof element (rating, # clients, tangible result). Test two headlines and two descriptions per ad group.
6) Extensions and assets
Use sitelinks to FAQs, pricing, and examples. Add call and location assets if you take calls or visits. These often improve CTR materially.
7) Bidding and budgets
Start with manual CPC or a maximize conversions strategy if you have enough volume; graduate to Target CPA/ROAS once stable. Keep budgets high on winners and cap experiments.
8) Geo and schedule
Tighten location to where you actually serve and where conversions occur. Use ad scheduling to boost hours that convert (and lower late-night time-waster hours).
9) Landing pages
No generic homepages. Pair each ad group with a matching landing page that repeats the promise, shows proof, and uses a short form. If speed is poor, fix Core Web Vitals.
10) Offers and friction
Use bottom-of-funnel offers: audits, calculators, or time-boxed promos. Add trust near the button and spell out what happens next after form submit.
11) eCommerce specifics
Verify product feed health, titles, and availability; segment by margin; exclude unprofitable SKUs; and route traffic to optimized mobile-first product pages.
12) Retargeting paths
Serve case studies and comparisons to warm audiences; reserve “Book a Consult” for those who visited pricing or contact. Frequency-cap to avoid fatigue.
13) Reporting that drives action
Build a one-page view: spend, CPC, CTR, CVR, CPA/ROAS, and top queries/creatives. Add two hypotheses for the next sprint.
14) 30-day sprint plan
Week 1: tracking, structure, negatives. Week 2: landing page fixes and creative tests. Week 3: bid strategy and budget shifts. Week 4: scale winners, pause losers, and plan next tests.
