Paid Media
The 30-Minute Ad Account Audit
How to tell if your PPC agency is asleep at the wheel by checking three specific settings in Google Ads.
1. Search Terms Report
If your agency hasn't added negative keywords in the last 30 days, you are paying for waste. Check the "Search Terms" report. If you see competitors or irrelevant terms, fire them.
2. Location Settings
Are you "targeting people in, or who show interest in, your targeted location"? That is the default setting. It means someone in a different country searching about your city sees your ad.
3. Conversion Tracking
If "All Conversions" is the primary metric, they are counting page views as leads. Only count form fills and purchases.
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