Google Ads & Social Ads Audit: Unlock Your Advertising Potential
Uncover the full potential of your advertising strategy with expert analysis designed to maximize performance across search engines, display networks, and social media.
Paid Media Audit
Do you feel like your Google Ads or social media advertising campaigns aren’t generating the desired impact? Do you believe your budget could be better optimized? A comprehensive audit of your Paid Media (PPC) accounts is the essential first step to unlock the true potential of your online advertising investment.
As a Paid Media and digital analytics specialist, I offer a detailed, strategic analysis of your campaigns across search engines and social media. My goal is to identify opportunities for improvement, correct inefficiencies, and provide you with a clear roadmap to transform your results and take your advertising to the next level.
What is a Digital Advertising Audit?
A Google Ads and Social Ads audit is a detailed and exhaustive analysis of your advertising accounts, aiming to identify areas for improvement and optimization opportunities across all your digital campaigns. This process involves reviewing configurations, ad groups, keywords, audiences, creatives, bidding strategies, and key metrics.
By conducting an audit of one or more accounts, we evaluate whether you are achieving the desired results and if your budget is being used effectively on platforms like Google Ads, Meta Ads (Facebook & Instagram Ads), LinkedIn Ads, X (formerly Twitter), and YouTube.
The importance of a PPC (Pay-Per-Click) advertising audit lies in its ability to:
- Identify Hidden Problems: Detect configuration errors, inefficient keywords or audiences, irrelevant ads, or bidding strategies that limit your campaign performance.
- Optimize Spending: Ensure every dollar invested contributes to your objectives, preventing budget leaks in low-performing areas.
- Improve Results: Provide a clear vision of how to enhance your conversions, generate a positive Return on Investment (ROI), and outperform your competitors.
- Data-Driven Decisions: Gain valuable insights to make informed and strategic decisions, rather than relying on assumptions.
The main objective of a Google Ads and Social Ads account audit is to optimize the performance of your search, display, shopping, remarketing, and social campaigns to maximize results and increase your conversion rate. But also, and no less importantly, to understand why and for what purpose we have the current strategy: to understand our audience, needs, and the state of the digital business.
To achieve this, the audit must identify areas for improvement, include a checklist of recommended adjustments, and propose effective strategies that enhance the results of your online advertising.
My Audit Methodology
An effective digital advertising audit requires a rigorous method and deep analysis. Below, I explain how I conduct this process in three key steps to identify opportunities and improve your campaign performance.
01
Data Collection & Analysis
The first step is a detailed analysis of your campaign performance data from the last 3 to 6 months. I review key metrics such as:
CTR (Click-Through Rate): To evaluate the relevance of your ads and keywords/audiences.
Cost Per Click (CPC) / Cost Per Result: To understand the efficiency of your investment.
Conversion Rate and Bounce Rate: To measure the effectiveness of your landing pages and the quality of traffic.
Impressions, Reach, and Frequency: To assess the visibility and saturation of your ads.
Demographic and Audience Data: To ensure you are reaching your correct target audience.
This information allows me to identify campaigns that are performing well and those that require urgent adjustments.
02
Tools
I rely on essential tools to perform a comprehensive audit and gain a complete view:
Google Analytics (GA4): To analyze user behavior on your website after interacting with your ads and understand the conversion funnel.
Google Ads Editor: Allows for agile and offline review and modification of Google Ads campaigns.
Platform Tools (Facebook Ads Manager, LinkedIn Campaign Manager): For in-depth analysis of specific metrics and configurations for each social network.
SEMrush and Ahrefs: Third-party tools ideal for keyword analysis, competitor research, ranking, market trends, and competitor ad analysis.
Advanced Spreadsheets (Excel, Google Sheets): To consolidate, cross-reference, and analyze large volumes of data from various sources.
These tools help me detect errors, find optimization opportunities, and improve the structure of your accounts.
03
Analysis, Audit Report & Optimization Proposals
With the data and analysis in hand, I prepare a clear and concise audit report that includes:
The main areas for improvement detected in your Google Ads campaigns (Search, Display, Shopping, Remarketing, YouTube) and Social Ads (Facebook, Instagram, LinkedIn, X, etc.).
Detailed and prioritized recommendations with a checklist of specific adjustments.
A clear action plan to optimize your campaigns, including suggestions for improving targeting, creatives, keywords, audiences, and bidding strategies.
This step is key to ensuring your advertising investment yields a positive Return on Investment (ROI) and continues to improve over time.
Key Benefits of a Digital Advertising Audit
Regularly performing a Google Ads and Social Ads audit is crucial for keeping your campaigns optimized and ensuring efficient budget use. This process allows for:
Early Problem Detection: Prevents errors or inefficiencies from negatively affecting your campaign performance and spending.
Continuous Optimization: Increases the conversion rate and improves the Return on Investment (ROI) sustainably.
Competitive Advantage: Constant monitoring helps you stay ahead of the competition in an increasingly demanding digital environment.
Strategic Clarity: Gain a clear understanding of what works and what doesn’t, allowing you to make smarter, more strategic decisions.
How to Improve Performance After an Audit
The true value of an audit lies in implementing the recommended adjustments. Once improvement opportunities are identified, it’s essential to:
Review and optimize bidding strategies for each platform.
Improve the quality and relevance of keywords and audience targeting.
Update ads and their extensions/creatives to increase CTR and relevance.
Refine targeting to reach the right audience with the right message.
Monitor key indicators like CTR and conversion rate after these changes will allow you to evaluate the real impact of the actions and continue optimizing.
Remember: continuous improvement is essential for achieving more effective and profitable campaigns.
Want to Start Campaigns from Scratch?
If you don’t yet have active campaigns, I design and manage tailored Paid Media strategies, aligned with your business objectives, from planning to continuous optimization.
