Account structure
Campaign organisation, naming, targeting boundaries, settings and the relationship between structure and control.
Account audit
A prioritised view of what should change.
The audit examines how the account is structured, what it measures, where budget is going and whether the current data supports the decisions being made.
Scope
What the work can include.
Conversion tracking
Primary and secondary actions, duplicate or missing signals, attribution context and the credibility of reported outcomes.
Search terms and traffic
Query quality, match behaviour, exclusions and areas where spend may not reflect the intended audience.
Bidding and budgets
The suitability of current strategies, budget allocation, learning constraints and the data being used by automation.
Advertising and destinations
Message relevance, coverage, asset use and the relationship between advertising promises and landing-page content.
Prioritised recommendations
A practical sequence of changes, distinguishing urgent foundations from later tests and optional improvements.
Decision framework
Questions before settings.
The audit is designed to reduce ambiguity. Recommendations are prioritised so the account owner can distinguish necessary corrections from lower-value activity.
- 01Can the reported conversions be trusted?
- 02Does campaign structure support meaningful control?
- 03Which issues have the greatest commercial consequence?
- 04What should be fixed before additional budget is considered?
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Tell us about your business, current campaigns and priorities. We will review the context and suggest a suitable way to work together.