PPC Campaign Audit Checklist: 15 Things to Review Regularly

PPC Campaign Audit Checklist: 15 Things to Review Regularly

Running a PPC campaign without regular audits is like driving a race car with your eyes closed—you might be moving fast, but you won’t stay on track for long.

Whether you’re managing Google Ads, Meta Ads, LinkedIn, or another platform, a structured PPC audit helps you identify leaks, reduce wasted spend, and improve performance checklist. And the best part? You don’t need to reinvent the wheel each time.

Here’s your 15-point PPC audit checklist to keep your campaigns sharp, strategic, and conversion-ready.

1. Campaign Objective Alignment Checklist

Start by asking: Is this campaign still serving its original goal?

Are you driving traffic, conversions, leads, or brand awareness?
Are campaigns aligned with your current business priorities?

If the business goal has changed, your PPC strategy should reflect it.

2. Account Structure Review Checklist

A clean structure = easier management and better optimization.

Are campaigns logically separated (by product, audience, funnel stage)?
Are ad groups tightly themed?
Are naming conventions consistent?

Overlapping keywords or messy grouping? Time to restructure.

3. Keyword Targeting Check

Dive into your keyword list and performance.

Are high-cost, low-performing keywords eating your budget?
Any irrelevant queries showing up in search terms?
Are you leveraging long-tail and intent-driven keywords?

Add negative keywords regularly to avoid wasted spend.

4. Match Type Strategy

Audit your use of:

Broad match (more reach, less control)
Phrase match (balanced targeting)
Exact match (precise but limited volume)

Use a mix but understand how each affects visibility and cost.

5. Quality Score Evaluation

Google’s Quality Score affects CPC and ad rank. Check:

Click-through rate (CTR)
Ad relevance
Landing page experience

Boosting quality score can drastically cut your costs.

6. Ad Copy & Creative Performance

Your ad copy and visuals are what sell the click.

Which headlines and descriptions perform best?
Are your CTAs compelling?
Are outdated promotions still live?

Rotate and A/B test creatives regularly for freshness and performance.

7. A/B Testing Consistency

Are you testing consistently?

Ad variations
Landing pages
CTAs and messaging

Set clear testing goals and let results run long enough for significance.

8. Audience Targeting Accuracy

Review demographics, interests, and intent signals.

Are you targeting the right buyer persona?
Is remarketing set up and segmented?
Are Lookalike or Similar audiences performing well?

Refine based on actual conversion data, not assumptions.

9. Geotargeting & Scheduling

Make sure you’re showing ads in the right place at the right time.

Are irrelevant regions included?
Are you optimizing ad schedule for peak performance times?

Use ad scheduling and geo filters to maximize efficiency.

10. Bidding Strategy Effectiveness

Review your bidding method:

Manual CPC vs. automated bidding (Target ROAS, Maximize Conversions)
Are you overspending for low-value clicks?
Does the strategy match your campaign goal?

Audit bid adjustments for devices, locations, and audiences.

11. Budget Allocation

Look at your daily and monthly spend.

Are top-performing campaigns underfunded?
Are poor performers wasting budget?

Reallocate based on ROI, not emotion.

12. Conversion Tracking Setup

Without accurate tracking, your data is meaningless.

Are all key conversion actions properly tracked (forms, calls, sales)?
Are you using Google Tag Manager or platform-specific pixels?
Any duplicate or broken tracking?

Double-check GA4, Google Ads, and Meta Events integrations.

13. Landing Page Experience

Don’t just audit the ads—check where they send people.

Are pages fast, mobile-optimized, and relevant?
Is the messaging consistent with the ad? Are CTAs clear and conversion-friendly?

A bad landing page can sink a great campaign.

14. Remarketing Campaigns

These are often low-hanging fruit for conversions.

Are you using segmented lists (e.g. cart abandoners, past buyers)?
Are ads tailored to the user’s journey stage?

Review list freshness and creative relevance.

15. Performance Trends Over Time

Zoom out from daily data.

Are conversions improving or declining month over month?
Are costs per lead or acquisition rising?
Is your return on ad spend (ROAS) steady?

Look for patterns, not just snapshots.

Final Thoughts on PPC Campaign Audit Checklist: 15 Things to Review Regularly

PPC success isn’t just about launching great campaigns—it’s about maintaining them. A structured monthly or quarterly audit using this checklist can help you:

✅ Reduce wasted spend
✅ Improve conversion rates
✅ Scale winning strategies
✅ Stay competitive in changing platforms